13 3 A E B 83 4 7 29 C

13 43B BA3 3FEB BBB B83 E42 237C C29 CC DF0

43 A F B 8 E 3 2 C D 1
43 BA 3FE EBB B8 3E4 4237 7C2 9CC CDF F017 76B
B 3 3 9
3B A3 FEB BBB B83 E42 237C C29 CCDDF0 0176 6B6 6134
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B
A3 FE BB B83 E42 37 C29 CC DF 017 6B6 13 43B A3
F B B E C C D 0 6 4 A F

9
8
7
6
5
4
3
2
1
3F EB BB8 83E 423 37C 29C CD F01 176B B61 1343 3BA 3FE EBB
B 2

10
4

No

Q.4
Q.3
Q.2
Q.1

Q.1
FE EBB B83 3E4 237 7C2 9CC CDF F017 76B 613 343B BA3 3FE BBB B83
B B E 2 9 6 4 B E

3.
2.
1.
8
Note:

66887
EB BB 3E 42 37C C29C CCDDF0 0176 6B6 134 3BAA3F FEB BB 83E 423
8 3 1 B 1 3 E B 8 4

GI
SD
IRS
BB BB8 3E4 423 7C2 29C CDF F01 76B 613 343 BA 3FE BB B83 3E4 237 7C29
3 7 9 C 7 B 3 B B 2 C

OTS

India
BB B83 E42 237C C29 CC DF0 0176 6B6 6134 43B A3F FEB BB 83E E423 37C 29C CCD
E 3 C D 1 1 3 A B 8 4 2
B8 83E4 423 7C2 29C CD F01 76B B61 343 BA 3FE EBB B8 3E4 237 7C2 9CC CDF F017

Frequency
3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B

Continuity
Column A
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34

Dairy Method
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B

Narrowcasting
9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE

Clutter in Outdoor
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB
17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B
6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23
3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C

Mobile Advertisement in
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC
BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF
1. All Questions are compulsory

B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017

to a particular media vehicle.

I
J
F
E
C
B

H
G
D
A

3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B

A) Match the column (Any 8)
No

42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61

(D) Write a note on Basic Metrics.

(A) Explain the following concepts
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34

OR
OR
OR
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B
2. Figures to the right indicate full marks

9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A

CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB

4. The TRP stands for TAM rating Points.

17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B
6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4

8. OOH stands for Option to Outdoor Home.

consumer

34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23
Column B

3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29

Page 1 of 2
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC
BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF
B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017
Time 2.5 hours

i) Selectivity Index ii) Circulation iii) GRP

3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B
Gross Impressions

5. Pulsing is same advertising intensity across the year.

42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61
Opportunity to See
Standard Definition

(D) Explain briefly the different sources of media research.

37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34

(D) What is media scheduling? Explain scheduling patterns.

C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B

The word media is derived from the Latin word ‘Middle’

9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A

(C) Briefly explain the role and importance of media research.

Emerging Media Option

Geographic coverage is one of the elements of media mix.

CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
Indian Readership Survey

F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB

(B) What is Media Mix? Discuss the types of media mix decision.

iv) GI
17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B

(A)What is Media planning? Discuss the role of Media in business.

Measuring TV effectiveness

0176B61343BA3FEBBB83E4237C29CCDF
6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83

(C)Explain the different ways of evaluating Television media buying.

61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4

10. Most Media companies work on fixed rates and no negotiations.

34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23

7. Radio has the maximum reach as compared to all media vehicles.

6. You start as an editor in chief in a media company as new recruit.

(B)What is a Media buying? Discuss the steps in media buying process.

3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C

9. Slow internet speed is one of the challenge by internet advertising.

A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC

(B)What is Media strategy? Explain the steps in formulating media strategy.

BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF

(C) What is Media budget? Explain any four methods of setting media budget.
B) State whether the following statements are True or False (Any 7)

B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017

3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B

(A) Explain the factors affecting selection of Radio as choice of communication.

42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B
9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE
Paper / Subject Code: 86012 / Marketing: Media Planning & Management

17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B

6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB
No of Times a prospect is exposed to a advertisement

3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 8
When too many hoardings are placed next to each other.
Marks: 75

FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83

BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83
Aim a radio or TV program at specific, limited audience or

(07)
(08)
(07)
(08)
(07)
(08)
(07)
(08)
(08)
(07)
(08)

(07)
When an ad runs in media for a long period without any gap

Reach Indicates a percentage of target audience who is exposed at least ones in a given period
(07)
(08)

B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E

3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 2
37 29 C F 17 B 13 3B 3 EB BB 83 42
C2 C D 01 6B 61 43 A FE B 83 E4 3
9C CD F01 76 61 343 BA 3FE BB B8 E4 23
CD F0 76 B6 34 BA 3F B B8 3E 23 7
F0 176 B6 134 3BA 3F EB BB 3E 423 7C
17 B6 134 3B 3 EB BB 83E 42 7C
6 1 3 A F B 8 3 2
 13 3 A E B 83 4 7 29 C
13 43B BA3 3FEB BBB B83 E42 237C C29 CC DF0
43 A F B 8 E 3 2 C D 1
43 BA 3FE EBB B8 3E4 4237 7C2 9CC CDF F017 76B
B 3 3 9
3B A3 FEB BBB B83 E42 237C C29 CCDDF0 0176 6B6 6134
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B
A3 FE BB B83 E42 37 C29 CC DF 017 6B6 13 43B A3
F B B E C C D 0 6 4 A F
3F EB BB8 83E 423 37C 29C CD F01 176B B61 1343 3BA 3FE EBB
B 4 2
FE EBB B83 3E4 237 7C2 9CC CDF F017 76B 613 343B BA3 3FE BBB B83
B B E 2 9 6 4 B E
8

66887
EB BB 3E 42 37C C29C CCDDF0 0176 6B6 134 3BAA3F FEB BB 83E 423
8 3 1 B 1 3 E B 8 4
BB BB8 3E4 423 7C2 29C CDF F01 76B 613 343 BA 3FE BB B83 3E4 237 7C29
3 7 9 C 7 B 3 B B 2 C

Questions:

3. GRP
BB B83 E42 237C C29 CC DF0 0176 6B6 6134 43B A3F FEB BB 83E E423 37C 29C CCD
E 3 C D 1 1 3 A B 8 4 2
B8 83E4 423 7C2 29C CD F01 76B B61 343 BA 3FE EBB B8 3E4 237 7C2 9CC CDF F017

1. Flighting
3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34

suspended in the air.

2. People meter
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B
9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB

5. Cumulative Reach
4. Internet Marketing
17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B

India in all her 43 branches.

6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23

Dance for Jinal dance Academy.

3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC
BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF
B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017
3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61

has these two questions for you to help her.

37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34

OR
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B

Q5 B) Write short notes on any 03 out of 05

9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB
17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B
6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23
3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29

Page 2 of 2
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC
BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF
B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017
3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61

********************
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B
9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
Q5 A) Read the following case study & answer the questions below

CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE

F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE BB
17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B B

0176B61343BA3FEBBB83E4237C29CCDF
6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB BB 83
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B 83 E4
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB B8 E4 23
3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B 3E 23 7C
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 83 42 7C 29
(ii) Which media scheduling strategies should Jinal Dance Academy adopt? Justify.

FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83 E42 37C 29 CC

however she will require more space and skilled teachers to the train the participants

BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83 E4 37 29 CC DF
B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E4 237 C2 CC DF 017
3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4 23 C2 9C D 01 6B
42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 23 7C 9C CD F01 76 61
37 29 C F 17 B 13 3B 3 EB BB 83 42 7C 29 C F0 76 B6 34
C2 C D 01 6B 61 43 A FE B 83 E4 37 2 CC DF 17 B 13 3B
9C CD F01 76 61 343 BA 3FE BB B8 E4 23 C2 9C D 01 6B 613 43 A
CD F0 76 B6 34 BA 3F B B8 3E 23 7C 9C CD F01 76B 61 43 BA 3FE
F0 176 B6 134 3BA 3F EB BB 3E 423 7C 29C CD F01 76 61 343 BA 3FE
Paper / Subject Code: 86012 / Marketing: Media Planning & Management

17 B6 134 3B 3 EB BB 83E 42 7C 29C CD F0 76 B6 34 BA 3F B

6B 13 3B A3 FE B 83 4 37 29 C F 17 B 13 3B 3 EB
61 43 A FE BB B8 E4 237 C2 CC DF 01 6B 613 43B A3 FE B
34 BA 3F B B 3E 23 C 9C D 01 76 61 43 A FE BB
3B 3 EB BB 83 42 7C 29 CD F0 76 B6 34 B 3F B B
A3 FE B 83 E42 37 29 CC F 17 B6 13 3B A3 EB BB 8
FE BB B83 E4 37 C2 CC DF 017 6B 13 43B A3 FE BB 83
BB B8 E4 23 C2 9C DF 01 6B 613 43 A FE BB 83
(i) Develop a media plan highlighting the media mix and media vehicles for Rhythmic Gymnastics and Aerial

(07)

(15)
(08)

B8 3E4 23 7C2 9C CD 01 76B 61 43 BA 3FE BB B8 E

combine dance and fitness and this new form of dance and fitness will be perfect for Jinal to launch it in all
Jinal was excited to see this new form and wanted to incorporate this in to her dance forms that she teaches
Jinal Dance Academy is a popular dance and fitness academy and known to train kids from 03 years old’s to

Her associates also mentioned that since its summer break lot of school and college students would like to

Jinal has a question as to should she advertise on local TV cable however her associate told her that in the era of
Netflix and Amazon Prime TV cable is not watched by students, she then though outdoors however her

3E 23 7C 9C CD F01 76 61 343 BA 3FE BB B8 3E4

associates are recommending online marketing. Jinal being old school doesn’t understand much of media so she
senior citizens in various dance forms like Bollywood, Hip-hop, contemporary and traditional dance forms like
Garba. Recently one of her dance teachers showed Jinal a video of Rhythmic Gymnastics as a dance form and
also Ariel Dance with use of Silk ropes, straps and hoops where the performers have to perform the act

42 7C 29C CD F0 76 B6 34 BA 3F B B 3E 2
37 29 C F 17 B 13 3B 3 EB BB 83 42
C2 C D 01 6B 61 43 A FE B 83 E4 3
9C CD F01 76 61 343 BA 3FE BB B8 E4 23
CD F0 76 B6 34 BA 3F B B8 3E 23 7
F0 176 B6 134 3BA 3F EB BB 3E 423 7C
17 B6 134 3B 3 EB BB 83E 42 7C
6 1 3 A F B 8 3 2