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16566 Roll No.

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No. of Pages
16566 : 02 16566

Total No. of Questions : 15

MBA (2012 & Onward) (Sem.–3)

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ADVERTISING MANAGEMENT
Subject Code : MBA-902
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Paper16566
ID : [C1197]
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Time : 3 Hrs. Max. Marks : 60

16566 INSTRUCTION
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1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. SECTIONS-B consists of FOUR Subsections : Units-I, II, III & IV. Each
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Subsection contains T WO questions each 16566 16566
carrying EIGHT 16566
marks each and 16566

student has to attempt any ONE question from each Subsection.

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3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.

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.r c
SECTION-A

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1. What are the objectives of advertising management?

2.

p e o
Is surrogated advertising allowed in India? If yes, discuss the guidelines in this regard.

a .r c
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3. Discuss16566 16566
the role of subliminal 16566
perception 16566
in advertising. 16566 16566 16566

4.

r p
Explain copywriting in print advertising.

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5.

6.
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b 16566
What is post-testing in advertising?
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a
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Explain DAGMAR approach in setting advertising objectives. p

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rp
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SECTION-B
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UNIT-I
b 16566 16566 16566 16566

7. Define Integrated Marketing Communication (IMC). Discuss various principles of IMC.

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8. How the understanding of communication process will help the marketers to manage
advertising effectively? Discuss AIDA and Laivdge models of consumer response
hierarchy.
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UNIT-II
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9. Discuss various form of internet advertising in detail by quoting relevant examples.
10. What is media planning? Discuss various phases of media planning
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UNIT-III
11. What do you mean by creativity in advertising? Discuss various strategies to bring
creativity in advertising.
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12. What is advertising budget? Discuss various-methods of advertising appropriation.

UNIT-IV
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13. What is advertising effectiveness? Discuss various techniques of measuring advertising
effectiveness.
14. Discuss the importance and organisational structure of advertising agencies.
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SECTION-C

16566 16566 removal of all advertisement

16566 16566 hoardings
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o m
15. India's highways will become no advertising zones as the government has ordered the
across 16566
the length and 16566breadth of16566

highways. According to an order issued last week by the road transport and highways
national 16566

.r c
ministry, no hoarding will be allowed on the right of the way on national highways.
The right of way also includes the 10 metre of land strip on both sides of the highway

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that runs along the length. India has a national highway network of one lakh km which

p e
the government has planned to double in the next four years. The ministry has formed a

o
special team that would work on the removal of hoardings by prioritising the highways

a .r c
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16566 16566 National
16566 Highways Authority of16566
16566 India (NHAI)16566
has been 16566
tasked with the inspection of all highways on immediate basis. “It has been decided that

r p
the regional and liasoning officers within their jurisdiction will inspect the NHs (national

e
highways) by prioritising heavily trafficked NHs and other NHs in stages and submit
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b
16566 reports to 16566
the ministry for
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p
action,”16566
The government
The ministry feels that advertisements cause distraction which often leads to accidents.

a
An internal study conducted by the ministry has focused on the need to remove huge
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hoardings,
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a move which
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is in line
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with international
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practice.
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The government
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is 16566
working on a national roadmap to reduce the number of road accidents in India.

16566 16566 road deaths by half by 2020

16566 16566 b
The country has over five lakh road accidents every year on the NHs in which over
1.5 lakh people are killed. A target to reduce road deaths by half by 20. A target to
reduce 16566 has been set by Road Transport
16566 16566 and Highways
Minister Nitin Gadkari. The roads ministry has also launched Pradhan Mantra Surakshit
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Sadak Yojana with a corpus of Rs 2,000 crore to fix the black spots on highways where
accidents occur regularly.
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Question :
Discuss the application of this decision on different stakeholders of advertising business.
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