A&BM QUESTIONS

1. What are the approaches of measuring Advertising effectiveness? Describe

the methods of testing Advertising effectiveness.
2. Define Brand Positioning? Describe the evolution of Brand Positioning.
3. Define Brand equity and Conceptualize the Brand Equity?
4. “Positioning and Re-positioning decisions are often taken in managing the
brand overtime”- Describe the stages of Concept/ Brand management.
5. Explain the concept of Brand Revitalization and brand elimination.
6. Case study: Television
You are an account executive with an NBC affiliate in a medium
market in the South-East. Mrs. Nayar has been one of your clients for nine
years. She owns Antiques World, a local antique stores, and spends about
Rs.25000 each month with you. Most of her spots appear in the early-
morning local News program.
A month before she is due to renew her contact, she calls to tell you
that she plans to move her Broad cast advertising to a new / talk Radio
station. When you ask her the reason, she says that she wants to try
something ‘New and Different’. The station has offered her sole sponsorship
of a 30-minute syndicated antiques program that airs Saturday at Noon. It
will also cross-promote the program. She adds that the deal will be less costly
than her current TV schedule.
Before ending the call, you ask if you may stop by her store and chat
with her before she signs with the Radio station. She says that will not be a
problem.
Questions:
1. How will you respond to Mrs.Nayar’s “New and Different” rationale?
2. She appears convinced that the Radio program will reach more
potential customers than her TV spots. Is she correct? Justify your
response.
3. Will you try to counter her cost argument? How?
GHRM QUESTIONS
Describe the significance and theories of cross culture management.

2. Describe the concept and issues in cross culture management.

3. Define Mergers & Acquisition. Explain the role of HR in M&A.

4. What is compensation management? Explain the concept & factors of

Compensation management?

5. What is HRD climate? Explain the measures for creating HRD climate?

6. Explain the role of HR Audit in deriving Globalization Strategic

Advantages through HRD.

**ALL THE BEST**