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Pa~eJ Code : 6762

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2023-2024
MAS TER OF BUS INES S ADM INIS TRA TIO N EXA MIN ATI ON
(Part - II Sem ester - III)
(CBCS) ~ -l
ADV ERT ISIN G MAN AGE MEN T
(MB A2M 01)
Duration: 2 ½ Hours
Maximum Marks: 70
carr y equal mark s.
Note: Atte mpt all ques tion. All ques tions
unications perspective differs from
Q. I Discuss how the integrated marketing comm
increasingly employing an integrated
traditional advertising. Why are companies 14
advertising programs?
marketing communications approach in their

- FCB planning model.

14
Q. 2 Discuss, with the help of suitable examples, the
OR
migh t use DAGMAR in establishing
14
Q.2 ' What is DAGMAR? Explain how marketers
objectives.
major selling idea? I4
Q. 3 Discuss in detail the different approaches of a
14
ly discuss the role of different types of
Q. 4 Write a brief note on media planning. Brief
print media.

and (b).
Rea d t!,e follo wing and answer Question S(a)

al !
Great Advertising Is Both Local and Glob
all brands,
et and global exposure just one tweet away,
With increasing heterogeneity in every mark Richard
or suffer the consequences. In 2008 , Fiat used
even local ones, must begin to think globally of Gere ,
Though the ad never aired in China, the use
Gere as a spok esma n in an Italian ad campaign. boom ing
umers and caused Fiat to lose traction in the
a pro- Tibe t activist, outraged Chinese cons lost in
ples of global advertising concepts getting
Chin ese auto market. There are many exam damage
ever; a poorly conceived ad in one market can
trans latio n, but today the stakes are higher than
the entir e brand.
es that
al advertising themes, · positioning, and stori
It ' s hard to crea te relevant and time ly glob through
nd the world, and can be creatively deliv ered
reinf orce the brand, appeal to cons ume rs arou s of every
rarely reflect the idiosyncratic characteristic
all touc h poin ts. Global brand advertising can istent global
ned advertising - often sacrifices a cons
mark et, but the alternative - locally desig we call
. One solution to this tension is to pursue what
mess age and miss es out on econ omie s of scale reson ate in
ting a universally emb race d core idea that will
gloc al adve rtisin g strategy - locally adap
any mark et anyw here in the world.
Contd . ... ....2.
 b 7 02..
-2-
. sal human motivation;
un1ver
. b I t that addresses a wered consumers
This strategy rests on three pillars: I) a glo a concep I I ""aoces and em Po I ti d
·cal pat orm, an
. · e1·
2) a unified brand visi<>n with creative d Lv.ery a ~r-
th t e .s ~· lture, techno Iogt .
in ~h I;cale; 3) an organiz.ational architecture, mclud~ng cdu ftiective collaborat1on be~een the
·1 · t dynamic an e exam.me two
dedicated resources, that emphasizes and fac1 ita e_s d im lementers. Below we
developers of global strategy and local strategists. an P_ t rrelated principles.
. ffi · J pphed these in e
campaigns from companies that have e ective Y a . . decline and more than
d a contmumg
By getting the glocal model right, Johnnie Walker reverse . . g concepts, as demonstrated by
doubled its global business in ten years. Successful global adve~tslJl tart with a simple but powerful
the Effective Brands Consultancy's Leading Global Brao d s proJect, s At the highest level are
. . . h3 t crosses cultures. ' h.ld
idea: they address a universal human motivation t . · d well for one s c 1 ren,
.c-. • education, prov• e .
motivations like a desire to be healthy and saie, attam an beyond describmg product
•f ing that goes
and achieve one' s aspirations. Next, they find a posi ion . h derstanding that men around
attributes to address the motivation. Johnnie
· w a
lk
er s
t rted with t e un
a .
.
their lives. This universal
· · k to advance m
the world, regardless of culture or country o f ongm, see . ". •ri·ng men to progress" - ·
·· · pec1fical 1y ' mspi
human motivation unlocked both a global pos1t10mng - s
and an advertising expression of this, "Keep Walking." .
am le the initial pnnt and poster
From the outset this campaign was both global and local. For ex . P ' . f th d
. . . fr cultures· "AJoumey O a ousan
elements of the campaign featured msp1Tat1onal quotes om many · H "b I'
· I I ful in-. Asian cultures; anni a s
miles begins with a single step" from Lao Tsu was part1cu ar Y power
' d · w t ltures · There were more than. 100
"We will either find a way or make one ,; resonate rn es em cu .
·
quotat10ns used, many uncovered m · the toca I mark es, t sue h as the twelve quotes in Swah1h, a
language not written · down. Over more than I 3 years, l he "K eep Wa tk·mg" campaign has transformed
the Johnnie Walker and Scotch whisky business globally. It has spawned more than 70 TV ads,
hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix.

Coca-Cola has similarly embraced the glocal model. The company's " freedom within a framework"
marketing philosophy epitomizes a successful glocal mindset and organizational culture &nd
architecture. It requires that the designers of global advertising strategy carry a creative concept mpst
of the way to execution while regional marketers tailor the work to make it locally relevant and
aligned to the different category and brand situations in different places. Importantly, the framewqrk
respects and encourages local decision-making while at the same time supporting a unified brand
identity. Moreover, the organizational architecture aims to tap into the best ideas and ta~ - ~atter
where in the world they come from ; this fluid process lets more innovative ideas get recognized and
beco~e the b~sis for a glo~al strategy. Co~tent management systems then enable the organization to
scale ideas qmckly by makmg content available and accessible around the world.

Glocal strategy is not only for global brands - this three-pronged approach has ·nc · l
fi d ·· • 1 reasmg re evance
or any a vert1smg dJiected at diverse consumer segments While th· · · l ·
such as the US, with numerous ethnic and cultural se m~nts co Is Is part1cu ar~y true m markets
increasingly identifiable as what Th T . g , nsumers worldwide are becoming
e anmng of Am · th
"Omniculturals"- people who detw th I enca au or Steve Stoute cal ls
. me emse ves more by th . 1'6 l
educat10naJ attainment than by therr· thn' . e1r I esty es and economic and
race or e 1c1ty.
~local approaches will transform the develo t .
discover their global potential. In a contributi!~:~h:;~2~li;e~ . of ~d~e~ising as more brands
p OJcct. Garmots-Melenikiotou, CMO

Contd .... 3.
 -3-

themselves -
, ~glob al br an ds an d agencies will reorganize
0 st
~ E ee La ud er
, su gg es ts th at by 2020 s th at will travel across
countries without
t - to cre ate sto rie .
w i~ sp ee d, agility, an
d editorial sp iri
ds ca n an d mu st reo rg anize for th e global stage
er, bran
n." To da y mo re than ev
be m g lo st in tra ns lat io

questions.
An sw er th e fo llo wi ng
t me n ar ou nd
ie W alk er sta rte d w
- ith the understanding tha nce
Q .5 a) "Johnn co un try oforigin, se ek to adva 7
les s of cu ltu re or
th e world, regard advertising.
liv es ". Di sc us s .in the context of international
in th eir
7
the entire
or ly co nc eiv ed ad in one market ca n damage
b) "A po
Discuss.
br an d' . Do yo u ag re e?

*****
 2022-2023
MASTER OF BUSINESS ADMINISTRATION EXAMINATION
Part - II Semester - ID
(CBCS)
ADVERTISING MANAGEMENT
(MBA2M01)
Duration: 2 ½ Hours
Maximum Marks: 70

Note: Attempt all question. AJI questions carry equal marks.

. · ·ntegrated marketing 14
Q. l "Marketers and companies are increasingly adoptmg an 1 • "
communications perspective in their advertising ao<l promotional programs.
Discuss.
OR 14
Q. l ' Discuss the various elements of ' promotional mix'.

. · communication process. 14
Q.2 Discuss, giving examples, the key elements of adve rt1smg

Q.3 Explain 'advertising creativity'. Discuss the elements of creative strategy. 14

Q.4 What is media planning? Discuss the advantages and disadvantages of various 14
media types.

Read tire following and answer Question S(a) and (b).

Traditional Advertising is Alive and Well !

Digital marketing technologies and their ecosystems have dominated growth in marketing budgets
for over a decade. ·As consumers have shifted their attention from stationary media to perpetual
media on the go, traditional advertising lost some of its appeal. In tum, marketers pivoted
investments from television, radio, newspaper, events, and outdoor advertising to digital channels,
from TikTok to TechTarget. For the last decade, marketers have consistently predicted that their
traditional advertising spending would decline. According to data from the 28th Edition of The
CMO Survey, on average, marketers reported an annual decrease in traditional advertising
spending of -1.4% between February 2012 and 2022, compared to an annual increase of 7.8% for
overall marketing budgets during this same period.
However, recent evidence suggests that a shift is underway. 1n contrast to the historical trend, in
August 2021 and February 2022, marketers predicted that traditional advertising spending would
increase by 1.4% and 2.9%, respectively. Consumer-facing companies are leading the shift, with
B2C service companies predicting the largest increase in traditional advertising spending (+ 10.2%),
followed by 82C product companies (+4.9%). Further, and somewhat ironically, companies that
earn 100% of their sales through the internet are leading this inflection - predicting an 11.7%
increase in traditional advertising spending over the next 12 months.
As consumers are spending most of their waking hours online, it seems they are becoming
increasingly numb to conventional digital advertising and engagement. They report frustration and
negative brand association with digital advertising clutter that prevents them from reading an
article, watching a video, or browsing a website. For example, a HubSpot sw-vey found that 57% of

Contd ....... .2.

 J21~
-2 -
'¾ d1·dn't even watch them. As a resul~
d before a vi"deo and 43 o
.. d' Jik d ads that playe gh the noise.
part1c1pants is ~ for a way to cut throu ex eriencing increased engagement.
marketers are lookmg the other hand, are p ften or always watch traditional
Traditional advertisements, t o;ore than half of consume~ ~ they receive in the mail from
MarketingSherpa reports thad read print advertisementsb_ a_ty suggests that traditional media
.• d 1isements an - ch by E iqw f h ·
telev1s10n a ve1 . fi d with Indeed, resear . . I hannels in terms o reac , attention
companies they are sat1s d1~ and p.rint - outperfonn d1gita c. i 1·s amplified as costs of Onlin;
I d by TV ra 10, differentla1 .
channe1s - e .' I costs This performance . . ssion click and conversion fraud
d ement relative LO • unting for 1mpre , ' .
an e~~ag . ased especiaJJy when acco I . ly makes good economic sense to
adve:1sm~ h;:e c~~:Se of ~ditional media have fallen. ~a:::~ngSherpa survey fo~d that the top
reb;~:;:pending away from digital clutter. The :::::t~onal with customers trustmg most Print
five most trusted advertising fonnat~ .are all% direct' mail advertising . (_76%), and ~dio
advertising (82%), television adv~rt1smg. (_80 \imilarly, it found that British and ~encan
advertisino- (71%) to make purchasmg dec1s1onsl. . . adio and print more than social media
o d .. uch as te ev1s10n, r , d"b.Fh d
consumers trust traditional a vert1smg s . . I dvertising to build brand ere I I ..; an trust
advertising. As a result, marketers can use trad1t1ona a
withjaded buyers. . . cookies to track website visitors~ using detailed data
For years. marketers have relied on th rrd -party . d target consumers with personalized
on their s~arch preferences t? improve th e u~er expe~:~~:r: arty cookie on Chrome browsers by a.a..
ad experiences. However, w1th Google phas m~ 0 ~~S pting system the death of third-party ...._
late 2023 and Apple implementing changes to ,ts I 14 opera . . ' d . trad ..
· · · t The CMO Survey found that ] 9.8% of companies mveste more m rt10nal
cookies 1s unmmen . · · · bl h t th
advertising (outside of onJine approaches) as a result. Because o~ this mevita e c ange O e
advertising landscape, marketers will be forced to rely on s~gmentatJO? methods tha~ he~ closer to
traditional advertising models. Without advanced data-dn~e~ target~g, marketer!) ~Ill need to
refocus on extending their reach. Podcasts are a fonn of d1~~l media. Ho';ever, unlike baD?er,
display, and other social advertisements that often appear within consu~ers eve~~y browsmg,
podcasts use an on-demand approach that is more similar to tradition~! radm. :'11d ~JS ts ~ne reason
advertising succeeds. According to Ads Wizz, ?odcasts .saw a 51% mc_rease m_ ava1,~ab1e m~e?tory,
a 53% increase in new podcasts, and an 81% mcrease m podcast ad unpress1ons. ln add1t1on to
reaching over 100 million monthly listeners, podcast ads are effective because listeners trust their
podcast hosts and are genuinely influenced by their endorsements. ln fact, Edison Research's Super
Listeners 2020 study found that 45% of podcast listeners believe the hosts of their favorite podcasts
actually use the brands mentioned on their shows. According to the same study, almost half of
podcast listeners pay more attention to podcast advertisements than those of any other fonnat.
Given the match of target market to podcast content, podcasting has proven to be an effective way
to get a company's brand in front ofa well-suited and attentive audience.
Digital technology can leverage traditional tools in powerful and surprising ways. For example, i/1111
who would have thought that direct mail would be resurrected? That's exactly what happened when
mailers are paired with a QR code that consumers can scan to learn more. Furthennore as Madison
Taylor Mai:k:ting shares, unique URLs and QR c?des allow marketers to gather extre~ely granular
data,_ penrnttmg them to develop robust marketing analytics regarding ROI and attnbution and
erodmg the_ advantage of digital channels. Marketing is an art and a science of contingencie~ and
context. This means that sometimes traditional ad~ertising is a perfect fit for some brands, markets,
and me~sages. For example, broadcast TV continues to offer an ideal platfonn for emotional
storytellmg ads, such as the clever "Welcome Back" Guinness ad that rnarkea' th · f
. . e reopenmg o
pu bs and restaurants foHowmg the Cov1d- I 9 Iockdown New addressable TV solut· h b
. . .. · ions, sue as y
Fmecast, now enable adve_rttsers to pre_c1s1on target viewer segments across on-demand and live-
streamed TV, thereby erodmg the targeting advantage of on line channels.

Contd ........ 3.
 ,,,__ ..... 1 ,"':
.,,,,., , ~·
- 3- .(;;-~· -~ ~i I~
' ~~t"" ' - ';
\ l' t.•.f& I") , :,. '

~he C~O Surve~ _showed that 5~.8% of marketers track digital rnarketing ~performa_n6y•iin real
time, with an additiona l 352% domg so quarterly or weekly. At the same tirn~, !I'tarketers are also
becoming skeptical of the hyped returns of digital media, because the platforms control both the
advertisin g inventory and its effectiveness measurement. This has raised credibility concerns
related to ad fraud and the worry that digital advertising may be far less effective than reported. The
digital promise of hyper-tar geting and personalization is also under scrutiny. For example, recent
academic research by Jing Li and colleague s published in the Jow71a/ of Marketing shows that
retargetin g can actually back.fire if done too early. And research in computer science has shown that
personali zation can lead to consumer reactance, especially when consumers are unfamiliar with the
brand. In short, marketers are learning that the advantages of digital media can be a double-edged
sword and are becoming more cautious about blindly embracin g it.
Pundits have long predicted the demise of traditiona l advertising. However, it is alive and well and
headed for growth for the first time in a decade. When used together, traditional and digital
marketing can reach more audiences , bu.ild and keep trust, and motivate buying from consumers
who otherwise might tune out marketing messages .

Answer tile following questions.

(a) " Consumers are becoming increasingly numb to conventional digital 7
Q. 5
advertising and engagement''. Do you agree? Commen t
(b) Identify and discuss the drivers of traditiona l advertising. 7

L.?f f
 1/
2019-2020 ·
MAS TER OF BUSINESS ADMINSTRATION
PART-II (SEMESTER III)
ADVERTISING MAN AGE MEN T
_ MBA 2M0 1

Maxi mum Mam : 70 Dura tion: 2.5 Hour s

Note: Attem pt aJl questions
All ques~ons carry equal marks (14)
y on receip t of this question
\Vrit e your RolJ/ Exam numb er on the top immediatel
p-aper.

ss using.a hypothetical example.

QI. Explain the steps involved in adverftsing plannirig proce
or

- Ql. Discuss in detail the 5 M's ofAdvertisiIJ_g.

Q2. What is Advertising Communication System? Explain

its key ~Jements-.
budg et
_Q3. Write a detailed note on methods of setting the advertising
with suitable examples
Q4. What do you mean by perception in advertising? E~hi in
and testwg copy?
_· Q5~ Define Copy? Explain the process of cr~ti ng, producing
or.
s copy testing methods used.
Q5. Explain the rationale of copy testing. Also expl_ain the variou
rr
 1272

2018-2019
MASTER OF BUSINESS ADMINSTRA TION
PART-II (SEMESTER Ill)
ADVERTISING MANAGEMENT
l\1BA 2M01

Duration: 2.5 Hours

Maximum Marks: 70
Note: Attempt all questions
All questions carry equal marks (14) · . .
Write your RoJI/ Exam number on the top immediately on receipt of this qucS t IOn
paper.
f', J? .b h . . t
Q. l Cable TV and social media have come up well in India. Descn e t e1r 1mpac on
Indian advertising scene.

or

Q. l' What is Surrogate Advertising? Make a case for or against surrogate advertising. Why is
this kind of advertising resorted to?

Q.2 Explain the "Objective and Task" method of advertising budgeting. What are its merits and
demerits?

Q.3 What is creativity? Discuss the elements of creative strategy and its implementation.

or

Q.3 ' If you were to draft ten rules of selecting an advertising appeal, what would they be?
Iliustrate with examples.

Q.4 Discuss the various types of media scheduling options.

Q.5 Explain the rationale of copy testing. Also explain the various copy testing methods used.