Download PTU (I.K. Gujral Punjab Technical University Jalandhar (IKGPTU) ) MBA (Master of Business Administration) 2020 March 3rd Sem 70740 Advertising Management Previous Question Paper
Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?3)
ADVERTISING MANAGEMENT
Subject Code : MBA-902
M.Code : 70740
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students
have to attempt any FOUR questions.
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
contains TWO questions each carrying EIGHT marks each and student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1. Name and describe the five major players in advertising?
2. What is surrogate advertising? Give examples.
3. Name and describe the five ways research used in advertising planning.
4. What is Analogies and Metaphors creative approach?
5. List different advertising appeals.
6. What is pre and post advertising testing?
SECTION-B
UNIT-I
7. Name and describe the four eras in the evolution of advertising. Compare and contrast
hard-sell and soft-sell approaches and give an example of each.
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Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?3)
ADVERTISING MANAGEMENT
Subject Code : MBA-902
M.Code : 70740
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students
have to attempt any FOUR questions.
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
contains TWO questions each carrying EIGHT marks each and student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1. Name and describe the five major players in advertising?
2. What is surrogate advertising? Give examples.
3. Name and describe the five ways research used in advertising planning.
4. What is Analogies and Metaphors creative approach?
5. List different advertising appeals.
6. What is pre and post advertising testing?
SECTION-B
UNIT-I
7. Name and describe the four eras in the evolution of advertising. Compare and contrast
hard-sell and soft-sell approaches and give an example of each.
2 | M - 7 0 7 4 0 ( S 1 3 ) - 2 5 3
8. Write short notes on following :
a. DAGMAR model
b. Laivdge -Stenier model
UNIT-II
9. Name and describe the three critical elements media planners must consider in setting
specific media objectives.
10. Compare and contrast following :
a. Internet and print media
b. Continuous and flighting media planning strategies.
UNIT-III
11. a. Compare and contrast the terms creative strategy and creative execution.
b. Compare and contrast copywriting for radio and copywriting for television.
12. Discuss in detail different methods of advertising appropriation.
UNIT-IV
13. Discuss various stages of evaluations of advertising effectiveness. List different
techniques of measuring advertising effectiveness.
14. Explain why a company would use an advertising agency and describe the major
functions performed by a full-service agency.
SECTION-C
15. Case Study :
Proactive Solution is a skincare system to help those with acne. Proactive originally
started out as being sold only through direct marketing, and the consumer had to enroll in
membership in the Proactive Solution Clear Skin Club. However, now some large malls
have kiosks selling Proactive Solution products without the club membership, but the
prices are much higher. Proactive Solution has had one of the longest-running
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1 | M - 7 0 7 4 0 ( S 1 3 ) - 2 5 3
Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?3)
ADVERTISING MANAGEMENT
Subject Code : MBA-902
M.Code : 70740
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students
have to attempt any FOUR questions.
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
contains TWO questions each carrying EIGHT marks each and student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1. Name and describe the five major players in advertising?
2. What is surrogate advertising? Give examples.
3. Name and describe the five ways research used in advertising planning.
4. What is Analogies and Metaphors creative approach?
5. List different advertising appeals.
6. What is pre and post advertising testing?
SECTION-B
UNIT-I
7. Name and describe the four eras in the evolution of advertising. Compare and contrast
hard-sell and soft-sell approaches and give an example of each.
2 | M - 7 0 7 4 0 ( S 1 3 ) - 2 5 3
8. Write short notes on following :
a. DAGMAR model
b. Laivdge -Stenier model
UNIT-II
9. Name and describe the three critical elements media planners must consider in setting
specific media objectives.
10. Compare and contrast following :
a. Internet and print media
b. Continuous and flighting media planning strategies.
UNIT-III
11. a. Compare and contrast the terms creative strategy and creative execution.
b. Compare and contrast copywriting for radio and copywriting for television.
12. Discuss in detail different methods of advertising appropriation.
UNIT-IV
13. Discuss various stages of evaluations of advertising effectiveness. List different
techniques of measuring advertising effectiveness.
14. Explain why a company would use an advertising agency and describe the major
functions performed by a full-service agency.
SECTION-C
15. Case Study :
Proactive Solution is a skincare system to help those with acne. Proactive originally
started out as being sold only through direct marketing, and the consumer had to enroll in
membership in the Proactive Solution Clear Skin Club. However, now some large malls
have kiosks selling Proactive Solution products without the club membership, but the
prices are much higher. Proactive Solution has had one of the longest-running
3 | M - 7 0 7 4 0 ( S 1 3 ) - 2 5 3
infomercials on television, and their product is also sold through magazine ads. Through
these mediums, consumers can purchase the product directly by calling, mailing, or going
through the Internet to submit an order.
Questions :
a. Name and describe the type of advertising that Proactive Solution uses to promote
and sell its product.
b. The infomercials and print ads allow consumers to purchase directly from the ad
itself. There is a mail-in coupon order form, a toll-free phone number, and a web
address given in the print ad that states, ?Call Now!? Some infomercials even state
that ?calls received within the next 30 minutes will receive ?2 Free Bonuses? when
ordering.? Name and describe the type of offer this is, and explain how it is different
from the other type of offer.
c. Jill is a member of the Proactive Solution Clear Skin Club, and she received a
telephone sales call trying to get her to purchase Proactive make-up, too. Jill
registered her phone number with the National Do-Not-Call List and is upset that she
received this call. Can Proactive call her? Explain any restrictions they must be aware
of.
NOTE : Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.
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This post was last modified on 22 March 2020