1\'

N
ROBE N®. ® ....... ®.a.®a ...... a
(201217)
B®B®Ao-EH Sere.

18049
8. 8. A. Examination, Dec. 2017
i`J
Advertising Management
(BBA-301)

(New)
Tiime : Three Hours] [MasimunMcirks:75

JV6}¢G.. Attempt questions from all Sections as per

instructions.

Section-A

every Short Answer Quiestions)

:``

Answer all the ¢ve questions. Each question carries

3 marks. Very short answer is required not exceeding

75 words. 3x5=i5

1. Explain the main components of communication

mix.
 c_1
(3)
(2)

Section-C
"Money spent on advertisement is wasteful." D.a you
(Detailed Answel. Questions)
agree ?
Answer any ffr7-ee questions out of the following five

questions. Each question carries 15 marks. Answer is

Explain media-cost as a factor ofmediaplarming. \! \ required in detail. 15 x3=45

What are the qualities of a good adftyJ7ertis€ment copy ? Explain the different methods under which
advertising budget decisions can be taken. Also
Explain the interactivity effects researcho explain incremental approach to advertising
budget.

Section-B

(Sh®r¢ Answ8F QHestions} 10. Explain the various pre-testing and post-testing

Answer any gwo questions out of the following three methods used in print media. Give examples in
support of your answer.
questions. Ear,h question carries 7[/2 marks. Short
answerisrequirednotexceeding200words.7]/zx2=15
Define Advertising. What are the elements of ap\ /, ,,} 11. "Advertising sellstheproduct." Do you agreewith
\
this statement ? Give reasons. Explain the functions
effec`tive advertising ?
performedbyadvertising.

7. Explain in detail the concept oflMC.

12. What do you mean by the term 'media planning'?
What is its importance to advertiser ? Also explain
What are the common practices in use for
theproblemsofmediaplanning.
determiningthesizeofadvertisingbudget?
18049 1 8049
 (4)

13. F,xplain the c®mmunicatiom process and factors that

can interfere with inteapFetation of massages®

I,

\^

18049-4-