|hntp://www.onlinebu.com Printed Pages :4 ol No, DR-408 M.B.A. III-Sem.(F.1.) Examination, 2019-20 ADVERTISING MANAGEMENT Paper-FSM-2 ‘Time :3:00 Hours ‘Maximum Marks :80 Section A(4x8=32) Note: Attempt Both Sectins. ompt any three questions from Q, 1 0.7. Attempt 2.8 Compulsotily Each Question Carries 0° Marks. What are the advertising creation stages in building of ‘Advertsing Program? 2 What are the different aspects an advertiser should ‘consider while selecting an advertising agency? 3 Explain Public Service Advertsing and its importance. 4 What do you understand by Advertising Message ‘Appeat? Explain diferent message appeals with the help of examples. 5 White a detailed note on Advertising challenges in Globalisation era. mat are the fundamental differences betweenintemet advertising and conventional forms of mass media advertising? as raat w me bps www onlineba com |hntp://www.onlinebu.com OT Whatis an Advertisement Copy. Describe its Types & + Contents and ilustrate with Examples. Q8 Compulsory-Question on Media & Campaign ~ Planning ‘XYZ is a well known rice brand in North India. The: ‘company owning this brand now wants to enter the Ready-to eat food market. The company wishes to, marketboth vegetarian (Vegetable, Soups, Snacks etc) ‘and non-vegetarian (Chicken Curry, Chicken Biryani ‘e.) food products on a national scale. Advise a ‘promotional pian to the company covering the following aspects: (1) Creative Messages forthe Advertisement (2) Media Planning Strategy. : ‘SECTION-B (3x16=48) Note: Attempt any two Guestions from Q. 90 @.12, Attempt .13.(Case'e!) Compulsory Each question carries 18Marks. 29 Discuss DAGMAR approach to setting advertising 2.10. Whats Creativity in Advertising? Briefly explain the Vatious creative associations you are familiar with lusate vit sate rapes 2.11 Desa tne advertising ces {ttn tage in buling of advertising program? * ® ras bttp:/Avwis-ontinebu.com|hntp:/iwww.onlinebu.com Q.12 Write shor notes on the following (1) Surrogate Advertising (2)Methods of Setting Advertsing Budgets. Q.43 Caselet (Compulsory) - Question — Ethical Aspects of Advertising. POTENTIALLY HARMFUL ADVERTISING ‘Case Title: in the Eye of the Beholder? Sarah Jones has recently been hired asa creative director at Cone of the Biggest Advertsing agenciesin the county.. itis her dream job. She is leasing an award winning team thatiswotking on the largest and most erative ‘account ofthe agency. —a wld renowned women's fashion brand, Her teamis curenty under great deal ‘of pressure to prepare a dynamite campaian fora new. product introduaion—2 newine of fashions for teenage ils, Since sales ofits agshinwamen's fashion brand have heen stagnant; the client believes that this campaign is equcal.to the cootinued.viabilty of ts business. Furthermore, the cllenthas hinted that if the campaign Is not an unqualified sucess (thats, truly sensational), then the entice aoceunt wil. g0.0ut for competitive and a new agency wil fkely be ‘eager forthe team to gontinue te Se ee and she knows that “losing thi account would be devastarigte the enency However, an issue related to the campaign has pegun @ BLO. hhutp:i/www eniinebit.cbm pe her Ros, |http://www.onlinebu.com toconcern her. Specialy the models selected forthe campaign are young and exceedingly thin—heroin eho. {hi. Sarah recently has read some research regarding the negave effects that ultrathin female images inthe media can have’onteenage girs and their canceptons cofbeauty and she feels uncomfortable about the images ‘of beauty portrayed in the campaign. When she questioned one of her staff about this, he tod her that the cient iked this type of model, which had been used inits previous campaigns, and that it was the clients prerogative touse any type of model ne wanted, Sarah knows that any questions that she raises could have negative elects on her staf, Since she is new, Sarah very much wants to win the respect and confidence of “ne? am. She doos not want o tinker with the team’s ‘winning formula, and she does not want to do anything i. What ifanything,is ethical problematic about his case? 2, Who, if anyone, is potentially affected by shis approach and how? 3. Whatethical guidelines applyin this cara? 4. Whatoptions ar avalableto Sarah Jeles? up/wwwonlinebu.com Whatsapp @ 9300930012 ‘Your old paper & get 10 yok ek Ra ate 1 aot @ Paytm or Google Pay eepsitiewit-onlineou.com