Downloaded From www.rejinpaul.com Reg. No. eee re Question Paper Code: 10304 MBA. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2014 Elective a Se re a ae (Regulation 2013) ae OO Time : Three hours Masimiyn « 300 marks Answer ALT questions. NN e 10 x 2= 20 iia mi x 2= 20 marl ad 1. Define advertisement end explain its meaning” ~, PART A— 2, What are full service agencies? 3, What is moont by advorticomont appggl” 4. Explain media scheduling. © 4 ae : 5. How would you measure we ‘of audience? 6. What is event markets ¢ 7, State the sdvaniiye ofa bounce back coupon, 8. State tho sgioiegeboalees of MPRs. 9. Whatig *henower of publicity? PART B — ( x 16 = 80 marks) Explain the reasons for growth snid importance of intagrated marketing communications, How does it differ from traditional advertising and promotion? ag Or (b) Explain the different methods of compensating advertising agencios. Highlight the changes ovcurring in the way of compensating advertising agencies and the factors that underlie the changes. (ae) : (eS oOo (Grow With UsDownloaded From www.rejinpaul.com 12, (a) (i) What important factors should be considered in market analysis in developing a media plan? 8) i) Differentiate between CPM and ACPM. 8) Or (6) @) What are the major advantages and disadvantages of television advertising? ® (ii) Name a product and suggest three media that you would use to _./ advertise that product. Justify your media mix choice: B)y/ 18 (a) Discuss the various objectives that may be sought when usin, internet in an IMC strategy. State some of the measures uskd to) determine the effectiveness of a website. yo M6) or Q F (b) Describe the types of Sales promotion activities. Mabordte on the consumer promation oriented gaods used by as them (a6) to make a purchase. Vv M4 @) fi) What problems must be overcome whe Me loping international promotional facilities? 8) PELE Unten ant successful promotion? (8) (i) Why is it necessary that the advertising tobe integrated xo a ° a Y ()) Explain the term Public ating oa describe the process of Public Relations. (16) 15. (a) How will you ey Sffectiveness of PR. Explain the tools and techniques used g@ mt ‘o PR offectivences. (a6) “Ny Or &) G) Whakis oifant hy Publicity. ‘Any publicity is a good publicity’. Do fou agree? Justify. 8) w rentiate between marketing PR and publicity. &) w 10304 : © rejinpaul.com Grow With Us