ST.
XAVIER’S COLLEGE (AUTONOMOUS), KOLKATA
Department of Commerce (Morning and Evening)
Semester V Mid-Semester CIA Examinations, October 2021
Subject: ADVERTISING Date: 09.10.2021
Subject Code: BCHDE5322 Time: 8 a.m. – 9.30 a.m.
Full Marks: 40 Duration: 1 hr. 30 mins.
PLEASE READ THESE INSTRUCTIONS BEFORE YOU START WRITING:
Only hand written answer scripts (using black or blue ink) on A4 size
sheets will be considered.
On top of each page of your answer script the following information
should be entered by the student:
Name, Roll Number, Subject, Date, and Page Number.
Answer in your own words as far as practicable.
Of the questions attempted, the answers to only the first required number
of questions (as stipulated in the question paper) will be evaluated.
Please do not attempt extra questions.
Students will be writing legibly their answers, scanning them and sending
the entire answer script as one PDFfileusing MS Teams, ONLY.
Save the scanned pages to a single PDF file and name the document
accurately as explained.
Roll No._Name_Paper [Link]
Kindly check the contents of the saved answer script file with all the
details, before uploading it (since no multiple submissions would be
allowed).
The scanned answer scripts should have enough clarity to enable
evaluation.
St. Xavier’s College (Autonomous), Kolkata
Department of Commerce
Semester V Continuous Internal Assessment 09.10.2021
Subject: ADVERTISING (BCHDE5322 )
Full Marks:40 Duration:1hr 30 mins
Group A: Answer any 4 questions 4x5=20
1. ‘The only goal of advertising and promotion is to generate sales.’ Do you agree with
the statement? Present arguments for your answer. (5)
2. Write a brief note on how advertising agencies acquire clients. (5)
3. With the help of a diagram briefly explain the specific types of cognitive responses
that an advertisement might elicit from consumers. (5)
4. Do you think integrated marketing communications can be more effective than
conventional approaches to communicate with consumers? Give reasons to support your
answer. (5)
5. Explain the concepts of ‘one sided’ and ‘two-sided’ messages. Give reasons why marketers
may or may not want to use a ‘two-sided’ message. (2+3)
6. a) Choose an appropriate term for each of the following types of advertising and give
an example for each from the real world:
i) Advertising that creates an image of the company in the minds of the public.
ii) Advertising that promotes a product category rather than a brand.
iii) Advertising for products that are bought as ingredients or parts in other products.
b) Give an example of surrogate advertising. Why do marketers resort to this type
of advertising? (3+2)
Group B: Answer any 2 questions 2x10=20
7. The DAGMAR approach is a much appreciated concept in advertising. Explain the concept
and point out its importance to an advertiser. (8+2)
8. Discuss in brief the following methods of determination of advertising budget:
(i) Percentage of Sales Method
(ii) Objective and Task Method
Which one of the two is a better method? Justify your answer. (3+3+4)
9. Comment on the effect of advertising on
i) Consumer demand and choice
ii) Competition and
iii) Prices of products and services (4+3+3)
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