1
ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATION – OCTOBER 2013
B.B.M.- V SEMESTER
CREATIVE ADVERTISING & MEDIA MANAGEMENT
(ELECTIVE P-I – MARKETING)
Time: 3 hours Max Marks: 100
SECTION – A
I) Answer ALL the following: (10×2=20)
1. Explain the difference between zipping and zapping in the context of
advertising.
2. Define: a) Reach b) Frequency.
3. What is ‘share of voice’?
4. Give two functions of ASCI.
5. What is ‘product advertising’?
6. Explain the concept of ‘CPM’.
7. What do you understand by the term ‘Puffery’?
8 What is ‘TRP’?
9. Explain ‘Aperture’ in advertising?
10. Differentiate between pulsing and flighting.
SECTION – B
II) Answer ANY FOUR from the following: (4x 5= 20)
11. “The economics of internet advertising is likely to make current
compensating models obsolete.” Discuss.
12. Discuss the functions and features of an ad agency.
13. Compare and contrast newspaper and magazines as a print media of
advertising.
14. What is USP? Explain the three main elements contributing to USP.
15. Explain Valence’s theory of motivation in the context of marketing.
16. Discuss the DAGMAR approach to advertising.
SECTION – C
III) Answer ANY THREE of the following: (3×15=45)
17. What is surrogate advertising? Make a case for or against this kind of
advertising. Why is it resorted to?
18. Draft 10 rules for selecting an advertising appeal. Illustrate your answer
with examples.
19. Write a note on media scheduling decisions.
2
20. What are the approaches to setting an advertising budget?
21. Trace the evolution of advertising in India.
SECTION – D
IV) Case Study – Compulsory question. (1×15=15)
Eddie Messenger is consumer influence manager and George Wood is advertising
manager for GMC truck. Together, they are responsible for persuading people to buy
utility trucks, pickup trucks, truck wagons and vans from GMC Truck dealers.
GMC Trucks is the smallest division of General Motors, the world’s largest maker of
automotive products. However, despite global reach and reputation of it’s parent
company, the GMC brand is not widely known among noncustomers. One challenge
facing Wood and Messenger was to make people aware that the company had been
making trucks for more than 95 years. Founded as the Grabowsky Motor Vehicle
Company in 1902, the firm was acquired by GM in 1909. Over the years, it has
developed considerable expertise in the design and manufacture of trucks and utility
vehicles. During World War I, the company built ambulances, troop cars and cargo
haulers for the US Army. After phasing out of the war time models, it began making
trucks and vans for personal use.
The second challenge facing them was the question of how to take advantage of the
changing purchasing patterns of the car, truck and van buyers. One trend influencing
buyers was a growing interest in off-road excursions. A second trend was a growing
appetite for cargo and passenger space. People who would have chosen traditional
passenger space were now considering roomier, more rugged alternatives. As a result,
trucks and vans that were once seen only in construction sites or on fields started to
accelerate into the mainstream of city and suburban life. Individual buyers liked these
vehicles’ outdoorsy looks and go-everywhere capabilities, family buyers liked their
strength and spacious interiors.
In addition to low brand awareness and market changes, Messenger and Wood face
another major challenge: competition from high profile rivals like Ford, Chrysler and
Toyota.
Questions:
1. If you were Wood and Messenger, what steps would you take to do a SWOT
analysis?
2. Who would you take as your target audience and how would you go about
positioning your brand?
3. How would you mount an ad campaign to raise audience awareness of the GMC
Truck brand? Where would you place ad messages to communicate most effectively
with your consumers?
Latest Govt Job & Exam Updates: