22764 22764 22764 22764 22764 22764 22764 22764 22764

Roll No. Total No. of Pages : 02

22764 22764 22764 22764 22764 22764 22764 22764 22764
Total No. of Questions : 15
MBA (2014 to 2017) (Sem.–3)
22764 22764 22764
ADVERTISING
22764 22764
MANAGEMENT
22764 22764 22764 22764

Subject Code : MBA-902

Paper ID : [C1197]
22764 22764 22764 22764 22764 22764 22764 22764 22764
Time : 3 Hrs. Max. Marks : 60

INSTRUCTION TO CANDIDATES :
22764 22764 22764 22764 22764 22764 22764 22764 22764
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
22764 22764 Subsection
22764 contains T WO questions
22764 22764 each 22764
carrying EIGHT
22764 marks each
22764 and 22764
student has to attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
22764 22764 22764 22764 22764

SECTION-A
o m 22764 22764 22764 22764

22764
1.
22764 22764 22764
.r c
What do you mean by puffery in advertising?
22764 22764 22764 22764 22764
2.
3.
p e
What are Above the Line (ATL) and Below the line (BTL) activities in advertising?
What are surrogated and subliminal advertisements?
m
pa o
.r c
22764 4.
22764 What is media budget?
22764 22764 22764 22764 22764 22764 22764

br
5. Write a note on client agency relationship.

22764
6. Discuss the
22764 22764
importance22764
radio advertising.
22764

p e
22764 22764 22764 22764

p a
22764 22764 22764 22764
SECTION-B
22764
Unit-I
br 22764 22764 22764 22764

7. Define advertising. Discuss the objectives and role of adverting in marketing mix with the
22764 22764
help of examples.
22764 22764 22764 22764 22764 22764 22764

8. Discuss various ethical and legal issues in advertising management with special reference
to India
22764 22764 22764 22764 Unit-II
22764 22764 22764 22764 22764

9. What is advertising research? Discuss various types of experimental research designs used
in advertising.
22764 22764 22764 22764 22764 22764 22764 22764 22764

1|M - 7 0 7 4 0 (S13)-196

22764 22764 22764 22764 22764 22764 22764 22764 22764

22764 22764 22764 22764 22764 22764 22764 22764 22764

22764 22764 22764 22764 22764 22764 22764 22764 22764

10. Discuss the advantages of internet advertising over traditional advertising with the help of
22764 22764 examples.
22764 22764 22764 22764 22764 22764 22764

Unit-III
11. What is advertising appeal? Discuss various types of appeals used in advertising. Please
22764 22764 give at least
22764one example of each type22764
22764 of appeal. 22764 22764 22764 22764

12. Discuss the structure and layout of print advertisements.

Unit-IV
22764 22764 22764 22764 22764 22764
13. What are various factors affecting the choice of advertising agency?22764
Discuss them22764
in detail. 22764

14. How would you measure the effectiveness of an advertisement (Print and TV
Commercial)? Please discuss various techniques of measuring advertising effectiveness.
22764 22764 22764 22764 22764 22764 22764 22764 22764

SECTION-C

22764
15. CASE STUDY
22764 22764
: 22764 22764 22764 22764 22764 22764
Amazon plans to allow sellers on its ecommerce marketplace in the country to advertise on
its portal without advance payment starting this festive season. The advertising fee will be
deducted from sales proceeds under the new system that has already been launched in the
22764 22764
US, UK;22764
Germany and22764Japan. Listing22764

o m
benefits of the22764
new system, the22764
ecommerce22764
in an email told its sellers: “How will you benefit? No more need for advance payment for
company 22764

.r c
advertising; no more stopped campaigns because of ads running out of balance; no need to
22764 22764
wait for 22764
two to three days
22764
for your advertising
22764
balance
22764
update; no22764
more payment22764failures; 22764

p e
you can run your ads even if you don't have net banking, credit card & debit card.” Gopal

m
Pillai, director, seller services, at Amazon India, said, “This payment system has been very

pa o
successful in markets such as the US and Germany, and we are confident Indian sellers

.r c
22764 22764 will also22764
benefit immensely
22764 from this.”22764He said the22764
system will allow
22764 sellers to22764
focus on 22764

br
their core operations without worrying about advertising challenges, specifically during the
festive season Amazon's current system of payment for advertising requires sellers to
22764 22764 22764 22764 22764 e
recharge their account even before using the service, impacting cash flow in several cases.
p
22764 22764
The company did not reveal the exact date when it will introduce the new ad fee payment
22764 22764

a
system in the country. Amazon is also organising multiple events across the country to

p
22764 22764 Pillai said the firm wants
22764 22764 to invite top

br
groom sellers for increasing sales ahead of the upcoming festive season to increase sale.
22764performing22764
sellers to its Amazon
22764
“This is also an opportunity for us to discuss how excited we are about the upcoming
Connect
22764event. 22764

festive season so that they are better prepared for it,” he added. Ecommerce marketplaces
in India are trying out innovative ways to increase sales on their platforms and make the
22764 22764 best use 22764
of the biggest 22764
shopping opportunity
22764 of the year
22764 in the upcoming
22764 festival22764
season, a 22764

period that traditionally marks an upsurge in consumer spending Top ecommerce players
are offering fatter margins during the season as incentive to sellers and encouraging them
22764 22764
to pass on the benefits 22764
22764
to consumers. 22764
They have also22764
been consolidating
22764
their backend
22764
and 22764
logistics networks to ensure faster deliveries to consumer
Questions :
22764 22764
Discuss how
22764
the decision of Amazon 22764
22764
will help the local
22764
sellers in market
22764
place. 22764 22764

2|M - 7 0 7 4 0 (S13)-196

22764 22764 22764 22764 22764 22764 22764 22764 22764

22764 22764 22764 22764 22764 22764 22764 22764 22764