EIILM UNIVERSITY, SIKKIM

TERM END EXAMINATIONS, AUGUST/SEPTEMBER-2011 ADVERTISING MANAGEMENT Time: 3 hours Note: - Attempt any 5 questions. All questions carry equal marks. 1.
(A) what do you mean by reinforcement advertising? (b) Give five major reasons why firms advertise. (c) What are the merits and demerits of television advertising? Demand curve, hired the services of a consult ancy firm in Bombay. The management is caught in a dilemma. The firm recommends price cuts on the one hand and aggressive advertising on the other. To compound matters, competition is building up in the market. 1. 2. 3. If you were the CMD, what steps would you take to overcome this problem? Do you agree with the recommendations given by management consultancy firm? Give advertisement strategies for the hotel. (d) Explain AIDAS. (e) What do you mean by national advertising? (f) Explain copy fitting. (g) List any three names of advertisement agencies of your choice. (h) What do you mean by lay-out and story boards? 2. 3. 4. 5. 6. 7. 8. why? What are the 5Ms of advertising? How can an advertising manager evaluate the effectiveness of a firms advertising? How do you choose an advertising message? What qualities should a good advertisement copy possess? Explain the social, ethical and legal issues in advertising. Advertising can be divided in to four areas: by target audience, by geographic area, by media Discuss. recommend and How do firms decide about advertising budget? What method would you

M.Marks:60

and by purpose.

9.

Describe the role the media plays in advertising. What factors should be taken for an advertising campaign?

into account

while planning media