Register Number :

Name of the Candidate :

2 3 9 2
M.B.A. ( Marketing Management )
DEGREE EXAMINATION, 2010
( FIRST YEAR )

( PAPER - VII )

170 . ADVERTISING MANAGEMENT

May ] [ Time : 3 Hours

Maximum : 75 Marks

SECTION - A ( 5 × 3 = 15)

Answer any FIVE questions.

All questions carry equal marks.

1. (a) What do you mean by reminder

advertising ?

(b) What do you mean by AIDAS ?

(c) Write the merits and demerits of newspaper

advertising.

(d) How is advertising effectiveness tested ?

Turn Over
 2 3
(e) Mention the functions of an advertising SECTION - C ( 1 × 15 = 15)
agency.
Answer any ONE question.
(f) What good qualities should be possessed
7. Cable TV and Satellite channels have come
by a good advertisement copy ?
up well in India. Describe their impact on
(g) Why do advertisements fail ? Indian advertising scene. Is it the same for
both ?
(h) What is the role of creativity in advertising ?
8. What do you mean by advertising audit ?
SECTION - B ( 3 × 10 = 30)
Explain the steps in conducting advertising
Answer any EIGHT questions. audit.
All questions carry equal marks.
9. Explain the ethical and legal issues in
2. Advertising increases the cost of the product. advertising.
What are your arguments in favour of
SECTION - D ( 1 × 15 = 15)
advertising ?
( Compulsory.)
3. What are the benefits of having an in-house
agency ? 10. As new Managing Director of a chain of
Super Markets, how would you go about
4. What do you mean by reach, frequency and
planning your advertising campaign ? Write a
impact ?
brief for your advertising agency with special
5. What are the factors to be considered when emphasis on media planning.
deciding on advertising budget ?
6. What are the marketing mix factors and how
is advertising integrated with them ?