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Wa0024

The document outlines the examination structure for a B.Com Taxation and Co-operation course at Deva Matha College, focusing on Fundamentals of Advertising and Public Relations. It includes essay questions, short essay questions, short answer questions, objective type questions, and multiple choice questions, covering various topics such as advertising media, representation and stereotyping, ethical guidelines, and public relations functions. The exam is scheduled for March 2025 and has a total duration of 1.5 hours with a maximum score of 50 marks.

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Arun Krishna
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27 views4 pages

Wa0024

The document outlines the examination structure for a B.Com Taxation and Co-operation course at Deva Matha College, focusing on Fundamentals of Advertising and Public Relations. It includes essay questions, short essay questions, short answer questions, objective type questions, and multiple choice questions, covering various topics such as advertising media, representation and stereotyping, ethical guidelines, and public relations functions. The exam is scheduled for March 2025 and has a total duration of 1.5 hours with a maximum score of 50 marks.

Uploaded by

Arun Krishna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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DEVA MATHA COLLEGE, KURAVILANGAD

B.COM TAXATION AND CO-OPERATION (SF)


SECOND SEMESTER- IN-SEM EXAMINATION MARCH 2025

Fundamentals of Advertising and Public Relations

MDC

MG2MDCENG102

TIME: 1.5 HOURS MAXIMUM: 50 MARKS

Essay Questions

Answer any one (1x15=15)

1. Discuss the pros and cons of different advertising media, including newspapers,
magazines, brochures, catalogues, flyers, posters, television, radio, and digital media.
Provide specific examples to support your analysis. (CO1: Remember)

2. Analyze the impact of representation and stereotyping in advertising, focusing on gender,


cultural, ethnic, age, and body image stereotypes. Discuss the effects of such stereotyping
and provide case studies to illustrate your points. (CO2: Understand)

Short Essay Questions

Answer any 2 (2x5=10)

3. Explain the significance of choosing the right advertising media and approach. How does
the language strategy differ across various media such as print, outdoor, broadcast, and
digital? (CO1: Remember)

4. Discuss the ethical guidelines regarding truthfulness and accuracy, decency and respect,
social responsibility, health and safety, and privacy and data protection in advertising.
(CO2: Understand)
5. What are the key advertising terms such as USP (Unique Selling Proposition), brand
image, logos and trademarks, target audience, and advertising campaigns? Provide
definitions and examples. (CO1: Remember)

6. Describe the modern media integration approach in advertising. How do multi-channel


strategies enhance the effectiveness of advertising campaigns? (CO3: Application)

Short Answer Questions

Answer any 5 (5x2=10)

7. What are the characteristics and language focus of newspaper advertising? (CO1:
Remember)

8. How does outdoor media, such as billboards and transit advertising, convey its message?
(CO1: Remember)

9. What are the components and language style used in mobile marketing? (CO1:
Remember)

10. Define emotional storytelling as a persuasion strategy in advertising. (CO2: Understand)

11. Differentiate between institutional advertising and product advertising. (CO2:


Understand)

12. Explain the concept of guerrilla advertising. (CO1: Remember)

13. What is the significance of the Code of Athens (1965) in PR ethics? (CO2: Understand)

14. What are the key functions of public relations? (CO1: Remember)

Objective Type Questions

Answer any 10 (10x1=10)

15. What does SEM stand for in digital media advertising? (CO1: Remember)

16. Name the elements of a successful email marketing campaign. (CO1: Remember)

17. What is the primary focus of financial advertising? (CO1: Remember)

18. Define “social validation” as a persuasion strategy. (CO2: Understand)


19. What does CSR stand for in modern advertising approaches? (CO1: Remember)

20. List the four stages of PR planning. (CO1: Remember)

21. What is the purpose of a media kit in PR? (CO1: Remember)

22. What is the meaning of “buzz words” in advertising? (CO1: Remember)

23. Name one positive effect of advertising on society. (CO2: Understand)

24. Define “slice-of-life” advertising. (CO1: Remember)

Multiple Choice Questions

Answer all questions (1x5=5)

25. Which of the following media is characterized by niche targeting and specific writing
styles? (CO1: Remember)

a) Newspapers

b) Magazines

c) Billboards

d) Radio

26. The Code of Advertising Standards includes guidelines on: (CO2: Understand)

a) Truthfulness and Accuracy

b) Social Responsibility

c) Environmental Claims

d) All of the above

27. Which advertising approach involves subtle product placement within content? (CO3:
Application)

a) Comparative Advertising

b) Covert Advertising
c) Aspirational Advertising

d) Humorous Advertising

28. The term “USP” in advertising stands for: (CO1: Remember)

a) Universal Selling Proposition

b) Unique Selling Proposition

c) Unilateral Selling Proposition

d) Unique Service Proposition

29. The crisis management steps in PR include: (CO2: Understand)

a) Pre-mediation

b) Evaluation

c) Coordination

d) All of the above

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