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    anamika joshi
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    (1) The document is an examination paper for an Advertising Management course. It contains instructions for students on how to answer the questions from different sections. (2) The first section contains 5 very short answer questions worth 3 marks each, requiring answers no more than 75 words. The second section has 2 short answer questions worth 7.5 marks each with a 200 word limit. The third section requires answering 3 out of 5 detailed answer questions worth 15 marks each. (3) The questions cover topics like the communication mix, ethics in advertising, media planning, advertising copy, psycholinguistic studies, Dagmar approach, pre-testing and post-testing methods, evaluating advertising effectiveness, advertising strategy,

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    (1) The document is an examination paper for an Advertising Management course. It contains instructions for students on how to answer the questions from different sections. (2) The first section contains 5 very short answer questions worth 3 marks each, requiring answers no more than 75 words. The second section has 2 short answer questions worth 7.5 marks each with a 200 word limit. The third section requires answering 3 out of 5 detailed answer questions worth 15 marks each. (3) The questions cover topics like the communication mix, ethics in advertising, media planning, advertising copy, psycholinguistic studies, Dagmar approach, pre-testing and post-testing methods, evaluating advertising effectiveness, advertising strategy,

    Copyright:

    © All Rights Reserved
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    12 views3 pages

    Dec 2015 New

    Uploaded by

    anamika joshi
    (1) The document is an examination paper for an Advertising Management course. It contains instructions for students on how to answer the questions from different sections. (2) The first section contains 5 very short answer questions worth 3 marks each, requiring answers no more than 75 words. The second section has 2 short answer questions worth 7.5 marks each with a 200 word limit. The third section requires answering 3 out of 5 detailed answer questions worth 15 marks each. (3) The questions cover topics like the communication mix, ethics in advertising, media planning, advertising copy, psycholinguistic studies, Dagmar approach, pre-testing and post-testing methods, evaluating advertising effectiveness, advertising strategy,

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    D

    (20116) Roll No ..............,.

    B.B.A.-Ill Sem.

    18049
    8. 8. A. Examination, Dec. 2015
    Advertising Management

    (BEA-301) I

    (New)

    Itime : Three Hours] [Maxinmm Marks : 75

    IVo/e : Attempt questions from all Sections as per

    instructions.

    Section-A

    (Very Short Answer Questions)

    Attempt all the¢ve questions. Each question carries

    3 marks. Very short answer is required not exceeding

    75 words. 3x5-15

    1. What do you mean by communication Mix?


    .2-

    (2) (3)

    2. Discuss the need for ethics in advertisement. Section-C

    Oetailed Answer Questions)


    3. What do you mean by Media planning?
    Attempt any fftree questions out of the following five

    4. Explain any four requisites of advertisement copy. \\ questions. Each question carries 15 marks. Answer is

    required in detail. 15 x 345


    Explain the psycholinguistic studies of advertising
    What do you mean by Dagmar ? Explain the
    andbrandnanes.
    characteristics of advertising objectives given in
    Section-B
    Dagmar approach and also explain criticism of
    (Short Answer Questions)
    Da8man
    Attempt any two questions out of the following three

    questions.Eachquestioncaries7]/2marks.Shortanswer 10. What do you mean by pre-testing and post-testing


    is required not exceeding 200 words. 7l/2x2=15
    methods of measuring advertising effectiveness ?
    6. What do you mean by Advertising? Discuss the t
    Why does advertising manager evaluate the
    functionsofadvertising.
    effectiveness of advertising ?

    7. Define each component ofthe promotion mix.


    11 a "Advertising informs people about the features, price

    8. Explain different approaches to determine the size of and availability of the prorfuct. Hence it must be

    advertisingbudget. appreciatedbyallofus."Discuss.

    18049 1 8049
    (4)

    12. WhatisAdvertising strategy?Discuss thea]temative

    strategiesforinstjtutionalattitudinalstructures.

    13. What is theperceptual process and how does itrelate

    to promotion ?

    18049-4-

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