UNIVERSITY OF THE PUNJAB

8th Semester

2015

Examination: B.S 4 Years Programme

PAPER: Advertising

TIME ALLOWED: 30 mins.

Course Code: BBA-415

MAX. MARKS: 10

Q1. Choose the correct answer.

1. Dividing the market by using characteristics such as gender, ethnic group, family and income
called
a. Psychographic segmentation b. Behavioral Segmentation c. Demographic segmentation d.
Geographic segmentation
2. Advertising agencies derive their revenues and profit from
a. Commission
b. Fees
c. Retainers
d. All of these
3. Needs we learn in response to our culture and environment called
a. Safety needs
b. Primary needs
c. Acquired needs
d. None of these
4. A focus group consists of members
a. 4-6
b. 6-8
c. 5-10
d. 6-10
5. Advertising budget method which uses competitors budget as benchmark
a. Historical method b. Objective-task method
c. Competitive budget
d. Percentage
of sales method
6. A type of copy which includes all elements that readers see in their initial screening
a. Body copy
b. Display copy c. Final copy d. None of these
7. A market is people with
a. Needs and Wants b. Willingness to spend c. Money to spend
d. All of these
8. Percentage of the media audience exposed at least once to the advertisers message during
specific time period
a. Reach
b. Frequency
c. Cost per thousand
9. Number of times a person is exposed to the advertisement called
a. Reach
b. Frequency c. Cost per thousand
10. It focus on retailer, distributors or dealers
a. Local advertising b. B2B
c. Brand advertising

d. Total rating points

d. Total rating points
d. Non- profit organization

UNIVERSITY OF THE PUNJAB

7th Semester

2014

Examination: B.S 4 Years Programme

PAPER: Advertising

TIME ALLOWED: 2 hrs. & 30 mins.

Course Code: BBA-415

MAX. MARKS: 50

Attempt this paper on Separate Answer Sheet provided.

Q. No. 2: Give short answer to the following questions:
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.

(20 Marks)

Define brand advertising?

What do you mean by B2B advertising?
What is pull strategy?
List down key components of media and message strategy?
What is social media marketing?
Differentiate b/w positioning and differentiation?
Briefly describe message strategy?
What are the key components of advertising?
Name the sources that can be used for primary data collection?
List down the steps in decision making process?

Q. No. 3: Who are the key players in the world of advertising and what are the responsibilities of
each?
(10 Marks)
Q. No. 5: What are the advantages and disadvantages of newspaper, magazine, directories and
out of home media?
(10 Marks)
Q. No. 6: How to construct a campaign plan? What are its six basic sections?

(10 Marks)