Advertising and Marketing Communication

Creative strategy, copy and appeals

14 Previous Year Questions from 2010–2025 · answers and explanations included

Visual recall · Creative route

Promise→support→tone→appeal

Year-frequency chart

210
113
214
115
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120
322
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125
Previous Year Question practice

Questions, answers & explanations

Open each answer after attempting the question.

14 of 14 questions
Question 1 of 14Original Question No.: 24Asked in: December 2010 Paper II

The theory of brand image was propounded by

  1. Samuel Black
  2. Philip Kotler
  3. Don Milner
  4. David Ogilvy
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Correct answer

D. David Ogilvy

The keyed response is option 4, “David Ogilvy”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 2 of 14Original Question No.: 17Asked in: June 2010 Paper II

Presentation of a POP advertisement is known as

  1. layout
  2. dummy
  3. thumbnail
  4. display stand
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Correct answer

D. display stand

The keyed response is option 4, “display stand”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 3 of 14Original Question No.: 48Asked in: December 2013 Paper III

When the first and last columns have solid text, it becomes

  1. Vertical layout
  2. Horizontal layout
  3. Circus layout
  4. Frame layout
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Correct answer

D. Frame layout

The keyed response is option 4, “Frame layout”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 4 of 14Original Question No.: 34Asked in: December 2014 Paper III

“Do you have it in you?” is an ad slogan of

  1. Indian Army
  2. Censor Board
  3. Coast Guards
  4. Border Security Forces
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Correct answer

A. Indian Army

The keyed response is option 1, “Indian Army”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 5 of 14Original Question No.: 61Asked in: December 2014 Paper III

Match List – I with List – II: List – I (Tagline) List – II (TV News Channel) a. Khabar Hamari Faisala Tumhara 1. ABP News b. Rasthra Pratham 2. Live India c. Aapko Rakhe Aage 3. Aaj Tak d. Sabse Tej 4. Sudarshan News Codes: a b c d

  1. 4 1 3 2
  2. 3 2 4 1
  3. 1 3 2 4
  4. 2 4 1 3
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Correct answer

D. 2 4 1 3

Option 4 gives the keyed pairing or order: 2 4 1 3. Reconstruct the dates or associations in creative strategy, copy and appeals before comparing the four sequences.

Question 6 of 14Original Question No.: 46Asked in: June 2015 Paper III

A problem-solving message based on everyday situation is referred to as:

  1. slice of life
  2. social message
  3. situational info
  4. simulated slogan
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Correct answer

A. slice of life

The keyed response is option 1, “slice of life”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 7 of 14Original Question No.: 69Asked in: September 2016 Paper III

Match the following: List – I List – II (Concept) (Originator) (a) USP (i) Ernest Dichter (b) Brand Image (ii) Federal Trade Commission (c) Corrective advertising (iii) David Ogilvy (d) Motivational research (iv) Ted Bates and company Codes: (a) (b) (c) (d)

  1. (i) (ii) (iii) (iv)
  2. (iii) (iv) (i) (ii)
  3. (iv) (iii) (ii) (i)
  4. (ii) (i) (iv) (iii)
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Correct answer

C. (iv) (iii) (ii) (i)

Option 3 gives the keyed pairing or order: (iv) (iii) (ii) (i). Reconstruct the dates or associations in creative strategy, copy and appeals before comparing the four sequences.

Question 8 of 14Original Question No.: 42Asked in: June 2020 cycle - 24 September 2020, Shift II

A crime story consists of the following elements A. A description of what happened B. The offence police believe the suspect has committed C. The name, age and address of the people in the locality D. The extent of media coverage E. The name and age of the suspect Choose the correct answer from the options given below

  1. A, Cand D only
  2. A, B and E only
  3. B, C and D only
  4. C, D and E only
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Correct answer

B. A, B and E only

The keyed response is option 2, “A, B and E only”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 9 of 14Original Question No.: 3Asked in: December 2022 cycle - 3 March 2023, Shift I

____—__isa brief and catchy piece of music, composed to advertise a product or to identify a station or a presenter.

  1. Karaoke
  2. Joystick
  3. Jingle
  4. Melodrama
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Correct answer

C. Jingle

The keyed response is option 3, “Jingle”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 10 of 14Original Question No.: 32Asked in: December 2022 cycle - 3 March 2023, Shift I

Full form of G.PS. is:

  1. General Packet System
  2. Global Positioning System
  3. Gold Positioning System
  4. Gaming Positioning System
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Correct answer

B. Global Positioning System

The keyed response is option 2, “Global Positioning System”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 11 of 14Original Question No.: 53Asked in: December 2022 cycle - 3 March 2023, Shift I

In 1986 Coca Cola introduced two slogans to differentiate brand, which was that? A. The pause that refresh B. Red, White and You C. Enjoy thirst D. Catch the wave E. What you want is coke Choose the correct answer from the options given below:

  1. EandA only
  2. Band D only
  3. D and E only
  4. B andA only
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Correct answer

B. Band D only

The keyed response is option 2, “Band D only”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 12 of 14Original Question No.: 50Asked in: December 2023 - 13 December 2023, Shift II

Which of the following Theories are related to advertising? A. DAGMAR theory B. Play Theory C. Eda Theory D. Bullet Theory E. Papa Theory Choose the correct answer from the options given below

  1. A, C and E only
  2. A, C and D only
  3. B, C and D only
  4. C, DandE only
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Correct answer

A. A, C and E only

The keyed response is option 1, “A, C and E only”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 13 of 14Original Question No.: 66Asked in: June 2024 - 3 September 2024, Shift II

The AIDA model of Advertising is: (A) Amazing, Distance (B) Autonomy, Distance (C) Desire, Action (D) Information, Discussion (E) Attention, Interest Choose the correct answer from the options given below:

  1. (8) only
  2. (A) and (B) only
  3. (EB) and (C) only
  4. (A) and (D) only
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Correct answer

C. (EB) and (C) only

The keyed response is option 3, “(EB) and (C) only”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

Question 14 of 14Original Question No.: 23Asked in: June 2025 - 25 June 2025, 3-6 p.m.

, 3 ‘ 2 What is the purpose of Cue Sheet in radio programme production?

  1. To prepare the list of songs to be played during the programme
  2. To document the detailed list of the entire programme
  3. To prepare the list of advertisements to be aired
  4. To prepare the list of jingles to be aired
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Correct answer

B. To document the detailed list of the entire programme

The keyed response is option 2, “To document the detailed list of the entire programme”. It directly fits the factual or conceptual cue in this creative strategy, copy and appeals question; use the other choices as contrast points during revision.

References

  1. Question papers and answer keys: UGC NET Mass Communication and Journalism — December 2010 Paper II; June 2010 Paper II; December 2013 Paper III; December 2014 Paper III; June 2015 Paper III; September 2016 Paper III; June 2020 cycle - 24 September 2020, Shift II; December 2022 cycle - 3 March 2023, Shift I; December 2023 - 13 December 2023, Shift II; June 2024 - 3 September 2024, Shift II; June 2025 - 25 June 2025, 3-6 p.m..
  2. Ogilvy, David. Ogilvy on Advertising.
  3. Geskey, Ronald D., Sr. Media Planning & Buying in the 21st Century: Integrating Traditional & Digital Media.
  4. University Grants Commission. UGC NET syllabus listing, Subject Code 63: Mass Communication and Journalism.