After graduation, students who take admission in stream of M.A. are introducing to this subject “Introduction to Advertising” in which the basic knowledge of communication skills are given to the candidates. This gives an opportunity to students to learn the basic skills which further help them to work in companies.

Importance of the paper:

Paper of “Introduction to Advertising” is the basic knowledge after which candidates will have their first step in advertising industry. Advertising industry in India is growing very rapidly and job opportunities are great.

Paper Pattern:

Paper of Introduction to advertising is a subjective paper and it contains 18 questions in it. These questions are kept in 3 different groups. Group A is of paragraph type questions, this section is of 8 questions and 5 from it are to be solved. Group B is of 8 questions from which 5 are to be solved; these questions are to be answered in 1 page. Group C is of 2 questions from which 1 is to be solved, these questions are to be answered in 3 page. Every question in each section contains same marks in it.

Frequently asked questions:

Questions asked in the paper are such as scope of advertisement, public service Ad in Radio, meaning of Brand Positioning, relationship between consumerism and advertisement, importance of Ad Agency, Brand Benefits, and Code of Ethics in advertising, functions of Ad Agency, qualitative method in advertising research, evolution of modern advertising etc.

Marks and time:

Total marks which can be scored in the paper are 75 and time given to solve the paper is 3 hours only.

Recommended Books:

• Introduction to Advertising by Jim Surmanek
• Introduction to Advertising and Promotion Management by George E. Belch