Unofficial Question Banks for Ad


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The Questions comprise of Previous Question Papers, and Important Questions in chapters. These Questions strive to cover more than 85% of the Syllabus. However, using it for studying is completely your responsibility. You can refer to these Question Banks on your own risks, however I have tried to cover most of syllabus in this. If you feel there should be any additions, then let me know.

These Question Banks are not official. There is a chance I might not be able to cover  a few questions which might come in exam. Remember that.You can also DM and tell me few which I might’ve missed.  I have tried my best to include almost all the important ones possible in a document.

Thanks to few of my Professors, and friends like Prishita Nair, Shruti Chitre, Laxmi Gupte, Meha Pipalia, Vaishnavi Kumthekar, Himangi K, Tejas Saple, Riddhi Jai, Anirudh Iyer, Trishika Udyawar, Shruti Jadhav, Rushabh Goenka, Namrata Dalmia, Raj Kapadia, Suchit Divecha Simran Mhatre, and many more for helping me make these imps and notes.

If you have any more imps* or question banks  do send it to me. I might not be able to make answers for all of these due to time constraints, my own exams, and vivas. But I thought of making a Modal / Unofficial Question Bank which might atleast help you all. I am sorry. Do well 🙂 I really like all of you. Stay Happy, and Keep on Smiling :’)

I want to thank Epsit Ghodke for helping me make answerbanks, site, and question banks.

Advertising in Contemporary Society

  1. Criticisms of Advertising for Old People/Women/Children, Political Advertising
  2. Gender Bias in Advertising
  3. Advertising and Social Change
  4. Advantage and Disadvantage of Digital Marketing
  5. Effect of Liberalisation
  6. Challenges in International Advertising
  7. Controversial Advertising
  8. Financial Advertising
  9. Effects of Advertising on Society
  10. Social Media Campaign
  11. Prepare Advertising Strategy for Promoting Internationally/Abroad
  12. Go Global, Act Local
  13. Social Marketing Campaign Case Study using the Internet, Cause. Case Study
  14. Liberalization
  15. Consumer Advertising
  16. Retail Advertising
  17. Financial Advertising
  18. Gender Bias
  19. Advertising and Old People
  20. Criticisms of Advertising
  21. Popular Culture and Ad
  22. Advertising and Children
  23. Digital Advertising
  24. Social Benefits of Advertising
  25. Cross Culture Ads and Factors
  26. Socio-Cultural Environment
  27. Economics Influenced Ads
  28. FERMA
  29. FEMA
  30. International Packaging Factors
  31. IMC tools
  32. WWW as an Ad tool
  33. Power Distance Index PDI
  34. Prasar Bharati
  35. ASCI
  36. AAAI
  37. PCI
  38. IRWA
  39. PBA
  40. TRAI
  41. IT Act
  42. CTNR
  43. Convergence Bill 2000
  44. FICCI
  45. International Distribution Channels
  46. Generic Advertising
  47. Product Range Advertising
  48. Viral Advertising
  49. Social Marketing
  50. Political Advertising
  51. “Advertising industry is a Sexist Industry” Do you agree with this statement? Why? also Advertising and Women
  52. How is Political Advertising changing with evolving technology?
  53. Indian Economy has undergone a major change in the last two decades
  54. Advertising in Contemporary India
  55. What is an Environmental analysis of markets? Explain the relevance of each category in detail with suitable examples.
  56. What is market research? Why is understanding culture important in global advertising?
  57. Impact of advertising on attitudes, behaviour, societal norms, perceptions, needs lifestyles.
  58. What can be the negative impacts of advertising on society?
  59. How is digital media changing the approach of B2B advertising?
  60. What are the challenges for public interest (Government) advertising in India?
  61. What is Controversial Advertising? Explain with examples
  62. Explain any Social Marketing campaign of your choice.
  63. What are the different challenges in a social marketing campaign?
  64. Global-Local Dilemma in International Markets / Go Global, Act Local
  65. Challenges in International Advertising
  66. Market Power, Marketers control on Media
  67. Measures considered while packaging products for International Markets
  68. Scope and Challenges of Global Advertising
  69. 7P’s [Product, Price, Place, Promotion Packaging, Public and Partnership]
  70. Economic Policies which were undertaken during Liberalization
  71. What were the major economic challenges in India after independence? How did it affect Indian advertising?
  72. Evaluate the impact of Liberalisation, Privatisation and Globalisation on Indian consumer market.
  73. How did buying patterns change in India in the post-liberalisation period?
  74. What are the impacts of advertising on a country’s economy?
  75. How are racist ideologies portrayed through advertising?

Consumer Behaviour

  1. SRI VALS 2
  2. Family life cycle
  3. Pro Tips for Case Study
    Mobile, Yoga Centre, New Products (Patanjali, retails, ayurvedic, etc)
  4. Subculture
  5. Types of Subculture
  6. Ethnocentrism
  7. Self image
  8. Social Class
  9. Subliminal Perception
  10. Observational Learning
  11. Reference Group
  12. Sleeper Effect
  13. Diffusion
  14. Enculturation.
  15. Cognitive Dissonance
  16. Freudian Theory
  17. Maslow Theory
  18. Opinion leader
  19. Indian core values,
  20. Classical conditioning theory
  21. Advertising appeal
  22. Changing trends in consumer behaviour
  23. Culture and its significance.
  24. What has given rise to the importance of the study of consumer behaviour?
  25. Reference Group and its types
  26. Message Factor and Process
  27. Perception
  28. One-Sided
  29. Two Sided
  30. Value and Lifestyle Segmentations
  31. Components of Communication
  32. Factors affecting communication
  33. What is an ad appeal and explain different types of appeals
  34. Explain the communication models by means of a diagram
  35. Explain the involvement theory and message code
  36. Perception Process
  37. Subliminal Perception
  38. Elements of Perception
  39. What are the factors that influence the encoding process
  40. Elements of the learning process
  41. Theories of learning
  42. Types of motives
  43. What are the sources of arousal
  44. nature and Characteristics of personality
  45. Personality Theory
  46. Personality traits and types
  47. Self Concept
  48. Attitude and Characteristics
  49. Functions of Attitudes
  50. Attitude Theories
  51. Lifecycle of a Family
  52. Types of Families
  53. Traditional FLC
  54. Factors Influencing Attitude Formation
  55. Cognitive Dissonance
  56. Subculture and its Types
  57. Maslow’s Theory and Ad examples
  58. Culture and Ads representing Core Values of Indian Culture
  59. Consumer Decision Making Process
  60. Concept of Classical Conditioning
  61. Adopter Categories
  62. Instrumental Conditioning
  63. Subliminal Perception
  64. Tri Component Model of Attitude
  65. Freudian Theory of Personality
  66. Types of Group Appeals
  67. Self Appraisal or Self Image
  68. Reflected Appraisal
  69. Social Comparison
  70. ERG Hierarchy of Needs
  71. Laggards
  72. VALS
  73. Elaboration Likelihood Model
  74. Types of Consumer Decision
  75. Communication Process
  76. Adoption Process
  77. Cognitive Theory
  78. ELM
  79. Perception Process
  80. Herzberg Theory
  81. Vroom Theory
  82. Types of Celebrity Appeal
  83. Sleeper Effect
  84. Acculturation
  85. Ethnocentrism
  86. Ads portraying Indian Culture
  87. Virtual Group
  88. Hobson’s Choice
  89. Diagrammatic Representation of SRI VALS II
  90. Comparative Advertising
  91. Negative Motivation
  92. Central and Peripheral Route to Persuasion
  93. Adoption Process
  94. Needs and Goals
  95. Innovation
  96. Observational Learning
  97. Personality Trait Theory
  98. Social Class and its Effect on Purchase
  99. Fear Appeal
  100. Types of Appeals
  101. Diffusion Process
  102. Types of Opinion Leader
  103. Need for Achievement
  104. Innovative consumer
  105. Humour Appeal
  106. Self Image
  107. Ethnocentrism
  108. Subliminal Perception
  109. Empty Nest 1
  110. Adoption process
  111. Consumer ethnocentrism
  112. Strivers
  113. Consumer Conformity
  114. Opinion leader
  115. A Trio of Needs / Theory of Achievement
  116. Types on Motives
  117. Attitudes
  118. Personality
  119. Cognitive dissonance
  120. Acculturation
  121. Sleeper effect
  122. Enculturation
  123. Comparative advertising  
  124. Message Appeals
  125. Learning
  126. Strugglers
  127. Factors influencing Attitude Formation
  128. Culture and ads representing the core values of Indian Culture
  129. Hybrid Segmentation
  130. Social Class
  131. Negative motives
  132. Techno Class
  133. Innovativeness
  134. Changing trends in Consumer Behaviour
  135. Comprehension
  136. Subculture
  137. Fulfilled
  138. Achievers
  139. Rational appeal
  140. Perceptual Constancy
  141. Gatekeeper
  142. Social Acceptance Appeals
  143. Perception
  144. Ego Appeals
  145. Dogmatism
  146. Self Concept

Brand Building

  1. What is a brand, how does it differ from a product?
  2. Write a note on co-branding
  3. Explain product vs corporate branding
  4. What are various factors due to which it becomes difficult to build strong brands today
  5. Generic brand
  6. Brand positioning
  7. Role of Value Proposition in Brand Positioning
  8. Brand Portfolio
  9. Functional Benefit
  10. Umbrella Branding
  11. Guidelines for Building a Brand
  12. Consumer Segmentation
  13. Advantage and Limitation for Branding
  14. Brand Manager
  15. Line Extension Strategy
  16. Brand Ambassador [Practical]
  17. Organisation for Brand Building
  18. Core identity
  19. Rebranding
  20. Brand Hierarchy
  21. Product v/s Corporate Branding
  22. Brand licensing
  23. User imagery
  24. Brand Strategies
  25. Brand Licensing
  26. Brand Product Matrix. Prepare an illustrative one for any existing company.
  27. Brand Building Blocks
  28. Generic Branding
  29. Ten Guidelines of Branding
  30. Strong Brand
  31. Relationship Basis Model.
  32. The Self-Expressive Model
  33. Ad Hoc Brand Extension.
  34. Moving a Brand Up
  35. Moving a Brand Down
  36. Brand Leverage
  37. Brand Consistency
  38. Brand Assets
  39. Brand Repositioning
  40. Brand Equity
  41. Brand Awareness
  42. Brand Loyalty
  43. Brand Loyalty Pyramid
  44. Brand Association
  45. BAV
  46. YAR
  47. Brand Equity Models
  48. Brand Equity Ten
  49. Brand Asset Valuator
  50. Valuator
  51. Interbrand
  52. Equi Trend
  53. Logo
  54. Ad Agency
  55. Ingredient Branding
  56. Generic Branding
  57. Stretching down of Brands
  58. The concept of Brand, and how does it differ from a Product
  59. Leverage
  60. Can a company choose between various brand strategies? What option do they have?
  61. Coordination across Organization
  62. Coordination across media
  63. Coordination across markets
  64. Brand imperatives
  65. Brand is Product
  66. Advertising in
  67. YARC Graveyard Model
  68. line of Branding
  69. Importance of Branding
  70. Core Identity Extended Identity
  71. Four perspectives of Branding
  72. Identity
  73. Perceptual Mapping
  74. Four components of brand positioning
  75. The cornerstone of brand Positioning
  76. Positioning Strategies [Case Study]
  77. Qualities of Brand Positioning
  78. Big Five Chp4
  79. User Imagery vs Brand Positioning
  80. Brand vs User Imagery
  81. How to create Brand Position
  82. How would you leverage a brand?
  83. Brand Extension
  84. Line Extension
  85. Moving the brand up and down
  86. Co-Branding and types
  87. Line Extension Strategies
  88. Brand personality
  89. Brand Ambassador
  90. Brand consistency in difficult overtime
  91. Enumerate guidelines for building an effective brand
  92. The relevance of Graveyard Model with reference to Indian brands
  93. Brand Equity. What is Brand Equity Ten?
  94. Brand Leveraging
  95. Brand Identity traps
  96. Website objectives
  97. Silver bullet
  98. Brand Recall.
  99. Brand Recognition.
  100. What are Brand Building Imperatives?
  101. Brand Equity Manager.
  102. Global Brand Manager.
  103. Brand Revitalization.
  104. Multi Branding and Strategy
  105. Mixed Branding

Media Planning and Buying


Added few formulas sent by Vaish. These are for the Case Studies and Sums at the very beginning. Small “ x “ means multipliy sign. Also I have added space before and after the signs and even above and below. Sometimes we just byheart formulas for fun and fall asleep. Been there. Never though or wanted to be there again but here we are. If there’s any mistake or addition let me know.


  • GRP = Gross Rating Point
  • AEC = Average Exposure Cost
  • TA = Target Audience
  • TPC = Total Production Cost
  1. GRP = R     x F
  2. R = GRP     / F
  3. F = GRP    / R
  4. GRP = Budget  / CRRP
  5. Budget = GRP  x CRRP
  6. CRRP = Budget  / GRP
  7. CPRP= AEC   / % of TA
  8. AEC = CRRP   x % of TA
  9. %of TA = AEC     / CRRP
  10. F = Number of People x Number of Times / Total Number of People
  11. AEC = Number of Spot x Cost Per Spot / Total Number of Spot
  12. AF = OTS        / Net Readership
  13. OTS = Readership     x Insertions
  14. Net Readership = Readership    – Duplication
  15. GRP = R%     x F
  16. GVT = R(ooo’s)     x F
  17. CPT = Total Cost     / GVT (ooo’s)
  18. R% = No. of People Reached     / Universe
  19. R(ooo’s) = No. of People Reached     / 1000



  1. Media Plan based on rate Card
  2. Find TA, GRP, CRP, GVT, REACH %, CLY
  3. Create a Media Plan
  4. Average frequency
  5. Describe the Media Planning Process
  6. Average Frequency
  7. A detailed note on Media Planning process
  8. Communication Mix
  9. Spot Buys
  10. Television Advertising
  11. Factors affecting the choice of Television are as follows
  12. Split Run Facilities
  13. BDI
  14. Reach
  15. Programmatic Buying
  16. Demand Side Platform
  17. Supply Side Platform
  18. What is a Media Brief
  19. Media Scheduling Methods.
  20. Advantages and Disadvantages of Newspaper Advertising
  21. Socio-Economic Classification
  22. Factors to consider while choosing a magazine as an advertising medium / Magazine Buying
  23. Bleed
  24. Stripping
  25. Factors affecting Newspapers
  26. Radio Advertising / Radio Media Buying
  27. Ambient Advertising
  28. Search Engine Optimization
  29. Search Engine Marketing
  30. Email Marketing
  31. Outdoor Advertising
  32. Compensation Methods
  33. Types of Social Media
  34. Cinema Advertising, its advantages and disadvantages
  35. Social Network Advertising
  36. Paid, Owned and Earned Media
  37. POP Advertising
  38. NCCS Grid
  39. Law of Persuasion
  40. Negotiation strategies using the six Laws of Persuasion include the following:
  41. Transit Advertising
  42. ROP
  43. Responsibilities / Role of Media Buyer
  44. Challenges and Problems faced in Media Planning
  45. Describe Media Audit
  46. Various Sources of Media Research
  47. Scatter Buy
  48. TRP
  49. Research and Analysis of Media
  50. Audit Bureau of Circulation
  51. What is IMC
  52. 6 Successful Strategies in Negotiation
  53. Principles of Influence
  54. Digital Media Planning
  55. Mobile Advertising
  56. Social Media Advertising
  57. Broadcast Audience Research Council (BARC)
  58. Nielsen Clear Decision
  59. Components of Media Plan with Relevant Examples
  60. comScore Digital
  61. Gross Impression
  62. OTS [Opportunities to see]
  63. Average Impressions
  64. Frequency
  65. Reach
  66. Reach v/s Frequency
  67. ADMAR Satellite Cable Network Study.
  68. Pulse
  69. Flight
  70. Aperture Marketing
  71. Video Advertising
  72. Advantages of Direct Marketing
  73. Television Audience Measurement
  74. Factors of Media Planning
  75. Role Or Importance Of Media Research
  76. Circumstances Affecting Advertising Budget


Copywriting has more Practical Questions, First learn how to make the brief and copies and everything else, and then come for the questions. I have mixed the Copy Making Questions and the Theory. If you learn how to make copies you earn hella.

You have to understand Copywriting rather than byhearting.

  1. Classified Advertisement
  2. Prepare 30Secs Storyboard
  3. Create a Print Advertisement based on Creative Brief
  4. Prepare Creative Brief
  5. Prepare slogans for Various Brands
  6. Copy for Outdoor Poster for a campaign
  7. Suggest Ad Strategy
  8. Write Radio Script
  9. Draft a Creative Plan
  10. Message Strategy
  11. A script for 20 Second Radio Spot
  12. Two Print ads based on a brief
  13. Story Board for 30SEC TVC
  14. Copy for an outdoor poster
  15. What are the advertising objectives
  16. 5 Steps of Creative Process
  17. Idea Generation Techniques? What are different types of Idea Generation Techniques
  18. Emotional Appeal. Ukw. Study all appeals for this as well.
  19. Elements Body Copy and Example
  20. Importance of Product and Agency in Creative Strategy Development
  21. Factors to keep in mind while writing copy for Internet Advertising
  22. Factors to keep in mind while writing copy for children
  23. Writing Copy for Various Audiences
  24. Creative, Marketing, and Agency Brief
  25. 5 Basic Elements of Print Ad
  26. What are CAN Elements?
  27. What is trans creativity?
  28. Different types of headlines with examples
  29. Classified Ads
  30. B2B Ads
  31. Surrogate Ads
  32. Print Ad
  33. Left Brain and Right Brain thinking, with Reference to Creative Thinking
  34. Creative Brief
  35. Radio Spot
  36. TVC
  37. Brief
  38. Storyboard
  39. Direct Mail Letters
  40. Press Release
  41. Slogans
  42. Outdoor Poster
  43. Email Copy
  44. Mail Order Advertising
  45. Body copy, and ways to write a body copy
  46. Essentials of good copy for men/woman/children/senior citizen/executives
  47. Essentials of a writing a good copy
  48. What do you mean by Evaluation of an ad campaign. Explain.
  49. Write a detailed note on Pre-Test Method.
  50. Write a detailed note on Post-Test Method.
  51. Write a direct mailer to the prospectus
  52. Write a press release
  53. Explain the importance of product and agency brief in creative strategy development
  54. Explain elements of body copy with an example
  55. Explain the use of emotional appeal in advertising
  56. Explain television commercial to have used emotional appeal
  57. Difference between advertorial and infomercial
  58. Draft an email copy on Gitanjali jewels gifts Diwali season offers
  59. Discuss USP with a recent advertisement
  60. Factors to keep in mind while writing copy for Internet Advertising
  61. Short Note on Financial Advertising
  62. Factors to  be kept in mind while writing Copy for Children
  63. Major Qualities a copywriter should possess
  64. Differentiate between left brain and right brain thinking with examples
  65. Outdoor Poster
  66. Effective Idea Generation Techniques
  67. Draft and Email
  68. CAN Elements of Creative Advertisements
  69. Factors to be kept in mind while creating Headling and Subheadlines for Print Ad
  70. Classified Ad
  71. Conscious and Unconscious Mind
  72. Transcreativity
  73. Types of Appeals
  74. SMS Advertising
  75. Multimedia Campaign and Strategy
  76. Appropriate Message Strategy
  77. Attributes of Good Copywriter
  78. Press Release
  79. Rational Appeal in Advertising
  80. Advertising Execution Techniques
  81. Short Note on Writing Copy for Executives
  82. Big Idea
  83. Various Stages of Creativity
  84. SMS Copy
  85. Copy for Youth
  86. Radio Jingle
  87. Writing for Television, Cinema, Radio,
  88. Radio Script
  89. Various Types of Body Copy
  90. Various Responsibilities of a copywriter at an advertising agency
  91. Humour Appeal in Advertising
  92. Difference between Advertorial and Infomercial
  93. Idea Generation Techniques
  94. Transcreativty
  95. Functions of Headlines in Print Ads
  96. Sub Headlines
  97. Body Copy
  98. Boxes and Panels
  99. Slogans
  100. Seals, Logotypes, and Signatures
  101. Captions
  102. Jingles
  104. Importance of Marketing and Creative Brief in Creative Strategy Development
  105. Create an Advertorial
  106. Principles of Copywriting
  107. Fear Appeal and examples
  108. Importance of Body Copy
  109. Importance of Body Copy in Advertising
  110. What is a campaign? Discuss in detail the steps of creating an advertising campaign.
  111. Purchase Logic
  112. Human Insights [not sure]
  113. Write a detailed note on phases of campaign creation.
  114. Stages in Copywriting / Approval Process
  115. Advertisement Execution Techniques
  116. Differentiate between B2B and trade advertising.
  117. What are the characteristics of internet advertising?
  118. Write a short note on the Innovative medium of advertising.
  119. Write a detailed note on Briefing process.
  120. Write a detailed note on Briefing Form.
  121. Product Brief
  122. Marketing Brief
  123. Explain the various duties of Copywriter.
  124. What is creativity? Discuss in detail the five steps of creative process.
  125. How to inculcate ‘a creative thinking attitude’?
  126. Write a detailed note on Conscious and Subconscious Mind.
  127. Define Heuristic. Discuss the role of Heuristic in creative thinking.

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