ROLL NO. SIGN.
OF STUDENT
ROOM NO. ________________________ SIGN. OF INVIGILATOR
END TERM EXAMINATION, JAN- 2024
M.B.A.
ADVERTISING MANAGEMENT
MKT PE3
Time: 3:00 Hrs. M.M.: 100
Note: 1. This paper consists of three parts: Part-A (30 marks), Part-B (40 marks) & Part-C (30 marks)
respectively.
2. Part-A having objectives / fill in the blanks / true and false and matching type questions. The students have
to attempt all questions from Part-A in the Question Paper itself. Time allotted for Part-A is 40 minutes.
3. The students have to attempt 8 questions from Part-B and 3 questions from Part-C in the Answer Book.
Time allotted for Part-B and Part-C is 2:20 Hrs.
PART-A
1. Answer the following 30
A : Indicate True or False: 5x1
(i) The advertiser provides the overall managerial direction and financial support for advertising
development.
(ii) Nonprofit organizations such as schools, colleges, churches, and hospitals increasingly use
international advertising.
(iii) The schedule of exposure of any advertising is called an advertising campaign.
(iv) Situation analysis is the foundation for well developed marketing plan.
(v) Madison Communication Pvt. Ltd is India’s leading advertising agency.
B: Fill in the Blanks: 10 x 1
(i) _____________________, Media and research supplies are the three significant facilitating
institutions for any advertiser.
(ii) The dominant type of agency that provides a full spectrum of services and is termed as _________
(iii) Salesmanship is personal selling, whereas advertising is __________________ in character.
Advertising is not meant for anyone individual but for all.
(iv) The type of mass media which consist of radio, television motion pictures, video, multi-media
and the internet are called as __________________________.
(v) An advertising objective involves mainly_________task, apart from all the other associated tasks.
(vi) The basic intention ____________is placing a right message to the right people on the right time.
(vii) The AIDA model was developed in the year_________________
(viii) Selective exposure can be explained by______________ theories, which suggest that people have
a cognitive drive to develop consistent cognitions about objects.
(ix) Sales promotion is the ________________ activities other than personal selling, advertising and
publicity.
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(x) One way advertisers are trying to communicate a large amount of information to consumers in
the television medium is the use of _________________
C : Write short answer of the following questions : 5x2
(i) What is an advertising agency?
(ii) What is a surrogate advertisement?
(iii) Discuss any three outdoor media for advertising.
(iv) Write a short note on the AIDA model.
(v) Define the term “online advertisement”.
D. Tick the best alternative: 5x1
(i) -ingle bell – ingle bell; yes, you read correctly that it is jingle bell jingle bell, this process of auto-
filling of gap is called as
(a) Closure (b) Cognitive imagination
(c) AIDA (d) Exposure
(ii) Brands have high equity for many reasons. As per David Aaker, the most important one is
(a) High awareness (b) Loyal Customer
(c) High reputation for perceived quality (d) All the above
(iii) ASCI stands for
(a) Advertising standards council of India (b) Advertising standards committee of
India
(c) Advertising standards commission of (d) None of these
India
(iv) The following is the most significant limitation of advertising
(a) It forces the consumer to buy the things (b) It sells gloss and dreams too and dreams
that he does not need to prospective buyers
(c) It tells consumers about the arrival of new (d) All the above
products in the market
(v) Advertising contributes to.
(a) Economic growth of society or country (b) National Capital
(c) Power of marketing Firms (d) Chaos in the already congested
marketplace
PART-B
Answer any eight questions from the following: 8x5
2. Write the role of integrated marketing communication.
3. What do you mean by advertising theme?
4. Discuss the DAGMAR approach utility while setting advertisement objectives.
5. Explain the client-agency relationship in detail.
6. Explain the principles of copywriting.
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7. Highlight the significant elements of copywriting.
8. What is advertising plan? Discuss the frame worth for advertising plan.
9. What is the advertising budget? Discuss the approach and procedure for determining the
advertising budget.
10. Discuss the various elements of media strategy.
11. Role of media in advertising world.
PART-C
Answer any three questions from the following: 3 x 10
12. Explain the various tools for measuring the effectiveness of advertisement.
13. What are some advertising issues associated with global branding? Discuss the pros and cons of
international perspectives.
14. What is sales promotion? Explain its purpose and types.
15. Explain the advertising agency. Explain different types of advertising agencies.
16. Discuss about advertising media and its types.
