Question Paper Code: GMB11T37 VARDHAMAN COLLEGE OF ENGINEERING

(AUTONOMOUS) Two Year MBA IV Semester I Drill Test, March 2013 (Regulations: VCE-R11) ADVERTISING AND BRAND MANAGEMENT Time: 1 hour 25 Max. Marks:
Answer all questions from part-A All parts of the questions must be answered in one place only

1. A. Define Advertising (52=10 Marks) B. what do you mean by Communication C. Explain in brief about Media planning D. Writes a short note DAGMAR E. Define IMC PART-B (53=15 Marks) 1. Giving suitable examples, discuss various types of advertising appeals. Which one do you think as the best to use in advertising company and why. OR 2. Describe different types of advertising agencies a firm can use for promoting its international product in international market. Also briefly discuss various factors that influence selection of an advertising agency. 3. What is media planning? How does a firm go about developing its media plan? Also explain various media challenges confronting an international advertiser. OR 4. How does communication differ from marketing communication? Why is it advisable to view target audience for marketing communications beyond customer. 5. The Promotion mix for a vacuum cleaner would certainly differ from the promotion mix of Banking Services. Elucidate and recommend the promotion mix for the above tow product/service categories.