SHANTI BUSINESS SCHOOL

PGDM TRIMESTER- III END TERM EXAMINATION

JULY - 2015
CLIENT SERVICE AND ACCOUNT PLANNING
TIME: 3 HRS. Max. Marks: 100
Instructions:
1. The answers to Part A (MCQ) questions are to be written only in OMR sheet provided to you.
2. Only 30 minutes will be given to answer the MCQ. After that it will be collected . Use only
blue/black pen to darken the circle of OMR sheet.
3. Answers should be written neatly, briefly and to the point.
4. Main and sub question numbers should be clearly specified in the answer book.
5. Answer to sub questions of main question should be written in continuous sequence.

PART A
Total Marks: 25
1. __________________ is the count of all the people of the total target group who are actually
exposed to our communication
a) Reach
b) Frequency
c) Impact

d) AOTS
2. ____________ is the average number of exposures amongst those who have been reached or in
other words have seen the ad at least once
a) Cumulative reach
b) AOTS
c) Unduplicated reach

d) None of the above

3. Which one of the following is correct in the context of TRP
a) Psycho galvanometer
b) People meter
c) Both the above

d) None of the above

4. Which one of the following is a drawback in Diary method of TRP
a) Telescope effect
b) Advance effect

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 c) Behavioral effect

d) All above options are false

5. Which one of the following is not a building block of a media strategy?
a) TG definition
b) Media Mix
c) Market prioritization

d) All above options are correct

6. ABC analysis is done for which type of media
a) Print media
b) Broadcast media
c) OOH

d) All above options are correct

7. Which one of the following is not a parameter used to prioritize the market
a) Sales contribution
b) Competitor analysis
c) Category salience

d) All above options are correct

8. Which one of the following is not a feature of an effective copywriting
a) It should be specific
b) It should be succinct
c) It should be original

d) All above options are correct

9. Which one of the following is not a copywriting style
a) Narrative
b) Explanation
c) Straight forward

d) All above options are correct

10. The Acronym TAM stands for
a) Television audience measurement
b) Television aggregate metric
c) Television audience metrics

d) Telephone audience measurement

11. The Acronym MRUC stands for
a) Media research users council
b) Media research users measurement
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 c) Media research users metric

d) All above options are false

12. Find the odd one out
a) Client service executive
b) Account Planner

c) Creative director

d) Public relation officer

13. Which one of the following is not a category of news paper advertisement
a) Display Ad
b) Classified ad
c) Display classified

d) All above options are correct

14. Which one of the following is a category of news paper
a) Broadsheet news paper
b) Tabloid news paper
c) Both A & B

d) None of the above

15. As per international standards what should be the length of news paper
a) 50 centimeter
b) 32 centimeter
c) 40 centimeter

d) None of the above

16. How many FM radio channels are there in Ahmedabad City
a) 8
b) 4
c) 6

d) 10
17. My FM 94.3 belongs to which media group
a) Bhaskar Group
b) HT media
c) BCCL

d) None of the above

18. Which media group has started the schemes like media treaty and media net in India
a) Hindustan times
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 b) BCCL
c) Network 18

d) TV today
19. What is IMRB pulse
a) It’s a household survey
b) It’s a focus group
c) It’s a Panel Discussion

d) All above options are false

20. Find the odd one out

a) Hoardings
b) Bus shelters
c) Posters

d) Out of home advertising

21. Which one of the following is not an objective of advertising
a) To Inform
b) To persuade
c) To remind

d) All above options are correct

22. TRP of the program divided by the reach of the program will give us
a) Unduplicated reach
b) Stickiness index
c) Average viewership

d) None of the above

23. Ad Viewership is calculated in which time unit
a) Seconds
b) Minute
c) Hour

d) Day
24. Print, T.V, Radio, Cinema, Internet, Mobile etc. are examples of _______________
a) Media vehicles
b) Media units
c) Media categories

d) None of the above

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25. _________________ is the spread of audiences across different demographic classes for a
particular media vehicle
a) Audience profile
b) Program profile
c) Demographic profile
d) All above options are correct

PART B
Total Marks: [4x10=40]
Attempt any Four

1. Define advertising agency? Explain its functions in brief?

2. Explain the basic building blocks of media in brief?
3. What is Churn rate? Explain with a hypothetical example?
4. Explain in Brief the following terminologies
a. Stickiness index b. Market prioritization c. Indian readership survey (IRS)
5. Explain various categories of news paper advertisements in brief?

PART C
Total Marks: [35]
Attempt any Three
Q1. Suppose that new razor blades were introduced in the market by three companies at the same
time. When they were introduced, each company had an equal share of the market, but during the first
year the following changes took place:
Company A retained 90 per cent of its customers, lost 3 per cent to B and 7 per cent to C.
Company B retained 70 per cent of its customers, lost 10 per cent to A and 20 per cent to C.
Company C retained 80 per cent of its customers, lost 10 per cent to A and 10 per cent to B.
Assuming that no changes in the buying habits of the consumer occur, what are the market shares of
the three companies at the end of the first year and the second year?

Q2. Company ADG wants to calculate quarterly churn. 

Month 1: 
1000 customers at the beginning of the month and 50 churn, leaving 950 customers at the end (refer to
this as Cohort A); 100 new sales (refer to this as Cohort B).
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Month 2:
Of the 950 customers in Cohort A, another 50 churn, leaving 900; of the 100 in Cohort B, 5 churn,
leaving 95; another 100 new sales this month (call this Cohort C)
Month 3:
Of the 900 customers still in Cohort A, another 50 churn, leaving 850; of the 95 customers in Cohort
B, 5 more churn, leaving 90; of the 100 customers in Cohort C, 5 churn, leaving 95.

Q3. Assume that our target group is 10 people, out of these only four watch part of a program aired
between 8:30 and 9:00 PM. X3 watches the program for 10 minutes, X5 watches for 5 minutes, X6
watches for 6 minutes and X9 watch for 24 minutes of the 30 minute program. Calculate the TRP
based on People meter method from the above given data.

Q4. Present a review of Indian Beverage market to your prospective client who is dealing in
carbonated soft drink segment?

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