Paper pattern:-

Q1. Objectives (15 marks)

Q2. Full length questions (2 sets of 2 questions each. Attempt any one set)

Q3. Full length questions (2 sets of 2 questions each. Attempt any one set)

Q4. Full length questions (2 sets of 2 questions each. Attempt any one set)

Q5. Short notes (3 of 5)


Unit 1

  1. What is advertising and what is the importance of advertising
  2. What are the latest trends in advertising
  3. What are the features of advertising
  4. What is the importance of advertising
  5. Short note on 5M in advertising
  6. What are the various types of advertising
  7. Explain the Stimulus, Hierarchy model and AIDA model of advertising
  8. Explain ethical issues in advertising
  9. What are the economic and social impact of advertising

Unit 2

  1. Concepts:- Target audience, Brand positioning, Brand equity,
  2. What are some creative and message strategies
  3. What are other ways of communications and how are they integrated with advertising
  4. Short note: Advertising and marketing mix
  5. What are the elements of promotion
  6. PLC and advertising
  7. What are the functions of an advertising agency
  8. Explain the structure of an advertising agency
  9. SN on agency compensation


Unit 3

  1. SN On creativity process
  2. What is the importance of creativity
  3. Explain the advertising process
  4. SN:- USP, persuation and advertising, execution styles, positioning strategies
  5. Concepts:- Logo, jingle, tagline, types of visual techniques
  6. What are the steps to develop and good story board
  7. What are the essentials of a good copy
  8. SN:- Types of layout, types of copy, guidelines for copy writing, OOH


Unit 4

  1. What are the different types of advertising budgets
  2. What are the different types of pre testing and post testing research
  3. SN:- Concept testing vs copy testing
  4. Elaborate the new and the old media methods
  5. Concepts:- Digital advertising, ambush advertising, lifestyle advertising
  6. What are the current trends in advertising


Text books recommended

  1. Sheth Publications,
  2. Vipul Publications

For any further clarifications, please feel free to contact Prof Vipin Saboo on 9820779873 (what’s app)

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Education Qualification: BMS- N M College (University Rank Holder) PGDBM- Sydenham College M Com- College topper Mr Vipin Saboo has been associated with the following institutes as a visiting faculty Lords college, Malad Patkar College, Goregoan Saraf college, Malad Dalmia college, Malad St Andrews College, Bandra Wilson College, Grant Road Thakur college, Kandivili L N College, Kandivili N K College, Malad Dhanukar College, Vile Parle St Xaviers College, Marine Lines Shroff College, Kandivili KES College, Khar Mr.Vipin Saboo also has more than 5 years of industry expertise with corporate like CRISIL, Motilal Oswal Investment Banking and Yes Bank. Mr. Saboo has also published a text book on Logistics and Supply Chain Management for TYBMS Students.

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