Examination Paper of Media Management
IIBM Institute of Business Management 6
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
Section A: Objective Type (30 marks)
• This section consists of Multiple Choice question & Short note questions.
• Answer all the questions.
• Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. Which of the following is not the spectrum of advertising?
a. Sales organization
b. Communication with consumer
c. Distribution channel
d. Advertising for media
2. AIDA stands for__________
3. Which of the following is the indirect role of advertising?
a. Lowering of price
b. Advertising & competition
c. Guide to perspective buyer
d. Both a & b
4. Lack of clarity in setting advertising objectives may arise due to thea.
Problem in stating objectives in quantifiable terms
b. Inability in identifying the largest audience
c. Inadequate information
d. All of the above
5. Which of the following is not the criticism of advertising?
a. Advertising creates insecurity
b. Barriers to entry
c. Product proliferation
d. Inefficient manufacturer stay in business
6. A part of amount per unit of the item sold is assigned as the advertising appropriation is known
asa.
Percentage of sales
b. Unit of sales
Examination Paper of Media Management
IIBM Institute of Business Management 7
c. Competitive parity
d. Return on investment method
7. POP stands for __________
8. Which of the following is the strategy of segmentationa.
Strategy of concentration
b. Strategy of differentiation
c. Both a & b
d. None
9. Various types of advertising material which can be used in shops and stores to draw the
attention of the prospects such as dispensers, hanging signs, danglers and streamer is known asa.
Outdoor promotional media
b. Point of purchase material
c. Direct announcement
d. Advertising specialties and gifts
10. What are the common themes, commonly used by a copywriter in creating “Industrial
advertisement”.
a. Old and with long experience
b. Research and development
c. Technical breakthrough
d. All of the above
Part Two:
1. State the role of Advertising.
2. What are the differences between industrial & consumer advertising?
3. Explain the” Roger’s innovation model” of advertising?
4. Describe the situation in which advertising may be acquired.
Section B: Caselets (40 Marks)
• This section consists of Caselets.
• Answer all the questions.
• Each Caselet carries 20 marks.
• Detailed information should form the part of your answer (Word limit 150 to 200 words).
END OF SECTION A
Examination Paper of Media Management
IIBM Institute of Business Management 8
Caselet 1
With more players likely to enter the direct to home (DTH) space, the reach to cable and satellite (C&S)
homes, both in urban & rural area, is expected to grow say industry sources.
According to a report by Media Partners Asia, a Hong-based media think-tank, currently DTH remains
the primary digital pay TV platform in India.
Dish TV, a DTH venture in which Zee Telefilms has a 20 per cent stake, had 7, 50,000 pay-TV
subscriptions in December 2005 and is expected to have reached approximately one million
subscriptions by March 2006. Tata Sky, a $500-million DTH joint venture between the Tata’s and News
Corp, is expected to be launched after June and it plans to acquire around one million subscriptions by
this year. DTH ventures from Reliance and Sun TV are also likely to come to the market over the next
year or two, the reported said.
A highly placed industry source said another advantage for the DTH subscriber would be the lack of
interaction with the local cable operator. For instance, Tata Sky plans to introduce pre-paid cards. Mr.
Vikram Kaushik, CEO, Tata Sky, said pre-paid cards would make subscription payment easier for the
consumer. Secondly, the hardware will also available in all consumer electronic stores. Tata Sky plans to
take the responsibility of directly installing the hardware in every subscriber’s home and servicing it
whenever needed, he said.
Currently, one of deterrents to DTH has been sharing of content between channels. Some efforts is
being made to work this out say industry sources. Said Mr. Kaushik, “Tata Sky’s endeavor is to get all
existing popular channels on its platform. We are at various stages of discussion with all major
telecasters in this regard and are confident that they will come on the Tata Sky platform.”
Talking about DTH penetration into the rural areas, Mr. Kaushik said the DTH service would reach every
Indian home, however remote it may be. In contrast to the global norms, the multisystem operators
(MSOs) in India do not control the last mile, which is largely owned by the fragmented local cable
operator (LCO) industry. In 2005, there were roughly 33,000 LCOs in India
The study said that in such a background, LCOs typically under-report subscription to the MSOs and
telecasters. The leading MSOs, including Siticable, Hathway and Incablenet, have a reach of about 16
million home but have the last mile ownership only for about three million homes with around 9,00,000
direct subscribers and the remaining 2.1 million derived through arrangement with LCOs.
Question:
1. DTH remains the primary digital pay-TV platform in India. Comment?
2. Give the advantages of the Cable’s.
Caselet 2
The SkyGo Wireless Marketing Study
The results of a wireless advertising study conducted by SkyGo shows that consumers are extremely
open to receiving advertisements on their wireless devices, and that wireless marketing may be so
effective that will drive the adoption of mobile commerce and the usage of the wireless Internet. SkyGo
Inc., which bills itself as “the authority on wireless marketing,” conducted the study, surveying 1, 000
participants in Boulder, Colorado., for more than four months. The participants, who received at least
three advertisements a day, recorded their feelings about the advertisements in five online surveys
during the study.
Examination Paper of Media Management
IIBM Institute of Business Management 9
“According to the study’s results, 64 percent of more than 500,000 advertisements sent out during the
study were opened. Each advertisement featured a title page and once open, led to a variety of different
screens. “The open rate was very high.” Said Darcen Tsui, co-founder and chief executive officer of
SkyGo. But, perhaps the most significant finding of the study is the number of advertisements that led to
an actual purchase. Of all the advertisements sent out, 2.9 percent ended in an online or offline
purchase. Tsui said the number is extremely high-most marketers are pleased with 0.5 percent. The
number represents a strong argument for mobile commerce and for SkyGo’s advertising platform, which
he company is marketing to carriers and wireless websites. The study also found 58 percent of
participants could remember specific advertisements with some help, another large3number of
marketers. “Fifty-eight percent is a very good number.” Tsui said. The study, which Sky Go designed in
hopes of covering the full range of wireless marketing strategies, featured advertisements from more
than 50 national and local brands and agencies, including Visa, Procter & gamble, next Card, digital
Impact, Kinko’s, HP Online, eCoupons, JCPenny, CompUSA, Kentucky Fried Chicken, ESPN.com, Subway
and Hollywood.com. The study featured a total of 565 unique advertising campaigns. According to Sky
Go, advertisement featuring interactive Trivia-Tsui gave the example of a Kinko’s ad quizzing users about
the origin of the company’s name-had the greatest impact on participants.
The Details of the Methods adopted for the Study
From September 2000 to January 2001, SkyGo conducted a groundbreaking consumer market study in
Boulder, Colorado. As the only comprehensive study of wireless advertising and marketing conducted in
the United States, SkyGo Study is distinguished as:
• The only study using the most advanced, interactive wireless technology available for phones
(WAP)
• The only study of permission-based alerts
• Testing the largest portfolio of creative ad formats
• Testing to the largest, most statistically and demographically relevant consumer base
• The longest duration (four months) and
• Monitored by third-party research organizations ensuring the most unbiased and astute analysis
of findings available to data in the US.
Details of the Study
The Objectives: To validate consumer acceptance of wireless advertising and identify preferences for
specific advertising types. To establish industry standards for the acceptable use of wireless advertising.
Network Used: AT& T Pocket Net, Mobile Devices Used: Ericsson R280 LX cellular phone
Number of Participants: 1000 +, Number of advertisers: 50+
Partners and Advertisers: National advertisers, local advertisers, direct marketers, national agencies, mcommerce
technology companies and carriers.
Consumer Demographics: 40% early adopters, 40% representative of general national mobile phone
user, 20% students.
Duration: Four Months, Research Partners: the Kelsey Group and Constant, Inc.
After careful research of potential test markets, Boulder, Coloroda was selected because it met the
following criteria:
• Boulder represents a cross-section of US early adopter demographics (high mobile phone
penetration and a sophisticated audience of affluent Internet users)
Examination Paper of Media Management
IIBM Institute of Business Management 10
• Boulder holds a large group of technically astute, highly educated consumers (similar to Austin,
Texas and San Jose, California)
• It is a mid-sized city, enabling effective recruiting of local advertisers and national advertisers
represented locally across the key product and service categories and
• The presence of a university provided an opportunity to include a student population in the
study pool.
Questions:
1. What type of data will be reported in the Final Study?
2. Explain, by Market Researcher select the Boulder Colorado?
Section C: Applied Theory (30 Marks)
• This section consists of Long Questions.
• Answer all the questions.
• Each question carries 15 marks.
• Detailed information should from the part of your answer (Word limit 200 to 150 words).
1. Define “Advertising”. Explain the Benefits of “Advertising”?
2. What is “Industrial Advertising”? Explain the objective of “Industrial advertising”?
S-2-311012
END OF SECTION B
END OF SECTION C
IIBM Institute of Business Management 6
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
Section A: Objective Type (30 marks)
• This section consists of Multiple Choice question & Short note questions.
• Answer all the questions.
• Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. Which of the following is not the spectrum of advertising?
a. Sales organization
b. Communication with consumer
c. Distribution channel
d. Advertising for media
2. AIDA stands for__________
3. Which of the following is the indirect role of advertising?
a. Lowering of price
b. Advertising & competition
c. Guide to perspective buyer
d. Both a & b
4. Lack of clarity in setting advertising objectives may arise due to thea.
Problem in stating objectives in quantifiable terms
b. Inability in identifying the largest audience
c. Inadequate information
d. All of the above
5. Which of the following is not the criticism of advertising?
a. Advertising creates insecurity
b. Barriers to entry
c. Product proliferation
d. Inefficient manufacturer stay in business
6. A part of amount per unit of the item sold is assigned as the advertising appropriation is known
asa.
Percentage of sales
b. Unit of sales
Examination Paper of Media Management
IIBM Institute of Business Management 7
c. Competitive parity
d. Return on investment method
7. POP stands for __________
8. Which of the following is the strategy of segmentationa.
Strategy of concentration
b. Strategy of differentiation
c. Both a & b
d. None
9. Various types of advertising material which can be used in shops and stores to draw the
attention of the prospects such as dispensers, hanging signs, danglers and streamer is known asa.
Outdoor promotional media
b. Point of purchase material
c. Direct announcement
d. Advertising specialties and gifts
10. What are the common themes, commonly used by a copywriter in creating “Industrial
advertisement”.
a. Old and with long experience
b. Research and development
c. Technical breakthrough
d. All of the above
Part Two:
1. State the role of Advertising.
2. What are the differences between industrial & consumer advertising?
3. Explain the” Roger’s innovation model” of advertising?
4. Describe the situation in which advertising may be acquired.
Section B: Caselets (40 Marks)
• This section consists of Caselets.
• Answer all the questions.
• Each Caselet carries 20 marks.
• Detailed information should form the part of your answer (Word limit 150 to 200 words).
END OF SECTION A
Examination Paper of Media Management
IIBM Institute of Business Management 8
Caselet 1
With more players likely to enter the direct to home (DTH) space, the reach to cable and satellite (C&S)
homes, both in urban & rural area, is expected to grow say industry sources.
According to a report by Media Partners Asia, a Hong-based media think-tank, currently DTH remains
the primary digital pay TV platform in India.
Dish TV, a DTH venture in which Zee Telefilms has a 20 per cent stake, had 7, 50,000 pay-TV
subscriptions in December 2005 and is expected to have reached approximately one million
subscriptions by March 2006. Tata Sky, a $500-million DTH joint venture between the Tata’s and News
Corp, is expected to be launched after June and it plans to acquire around one million subscriptions by
this year. DTH ventures from Reliance and Sun TV are also likely to come to the market over the next
year or two, the reported said.
A highly placed industry source said another advantage for the DTH subscriber would be the lack of
interaction with the local cable operator. For instance, Tata Sky plans to introduce pre-paid cards. Mr.
Vikram Kaushik, CEO, Tata Sky, said pre-paid cards would make subscription payment easier for the
consumer. Secondly, the hardware will also available in all consumer electronic stores. Tata Sky plans to
take the responsibility of directly installing the hardware in every subscriber’s home and servicing it
whenever needed, he said.
Currently, one of deterrents to DTH has been sharing of content between channels. Some efforts is
being made to work this out say industry sources. Said Mr. Kaushik, “Tata Sky’s endeavor is to get all
existing popular channels on its platform. We are at various stages of discussion with all major
telecasters in this regard and are confident that they will come on the Tata Sky platform.”
Talking about DTH penetration into the rural areas, Mr. Kaushik said the DTH service would reach every
Indian home, however remote it may be. In contrast to the global norms, the multisystem operators
(MSOs) in India do not control the last mile, which is largely owned by the fragmented local cable
operator (LCO) industry. In 2005, there were roughly 33,000 LCOs in India
The study said that in such a background, LCOs typically under-report subscription to the MSOs and
telecasters. The leading MSOs, including Siticable, Hathway and Incablenet, have a reach of about 16
million home but have the last mile ownership only for about three million homes with around 9,00,000
direct subscribers and the remaining 2.1 million derived through arrangement with LCOs.
Question:
1. DTH remains the primary digital pay-TV platform in India. Comment?
2. Give the advantages of the Cable’s.
Caselet 2
The SkyGo Wireless Marketing Study
The results of a wireless advertising study conducted by SkyGo shows that consumers are extremely
open to receiving advertisements on their wireless devices, and that wireless marketing may be so
effective that will drive the adoption of mobile commerce and the usage of the wireless Internet. SkyGo
Inc., which bills itself as “the authority on wireless marketing,” conducted the study, surveying 1, 000
participants in Boulder, Colorado., for more than four months. The participants, who received at least
three advertisements a day, recorded their feelings about the advertisements in five online surveys
during the study.
Examination Paper of Media Management
IIBM Institute of Business Management 9
“According to the study’s results, 64 percent of more than 500,000 advertisements sent out during the
study were opened. Each advertisement featured a title page and once open, led to a variety of different
screens. “The open rate was very high.” Said Darcen Tsui, co-founder and chief executive officer of
SkyGo. But, perhaps the most significant finding of the study is the number of advertisements that led to
an actual purchase. Of all the advertisements sent out, 2.9 percent ended in an online or offline
purchase. Tsui said the number is extremely high-most marketers are pleased with 0.5 percent. The
number represents a strong argument for mobile commerce and for SkyGo’s advertising platform, which
he company is marketing to carriers and wireless websites. The study also found 58 percent of
participants could remember specific advertisements with some help, another large3number of
marketers. “Fifty-eight percent is a very good number.” Tsui said. The study, which Sky Go designed in
hopes of covering the full range of wireless marketing strategies, featured advertisements from more
than 50 national and local brands and agencies, including Visa, Procter & gamble, next Card, digital
Impact, Kinko’s, HP Online, eCoupons, JCPenny, CompUSA, Kentucky Fried Chicken, ESPN.com, Subway
and Hollywood.com. The study featured a total of 565 unique advertising campaigns. According to Sky
Go, advertisement featuring interactive Trivia-Tsui gave the example of a Kinko’s ad quizzing users about
the origin of the company’s name-had the greatest impact on participants.
The Details of the Methods adopted for the Study
From September 2000 to January 2001, SkyGo conducted a groundbreaking consumer market study in
Boulder, Colorado. As the only comprehensive study of wireless advertising and marketing conducted in
the United States, SkyGo Study is distinguished as:
• The only study using the most advanced, interactive wireless technology available for phones
(WAP)
• The only study of permission-based alerts
• Testing the largest portfolio of creative ad formats
• Testing to the largest, most statistically and demographically relevant consumer base
• The longest duration (four months) and
• Monitored by third-party research organizations ensuring the most unbiased and astute analysis
of findings available to data in the US.
Details of the Study
The Objectives: To validate consumer acceptance of wireless advertising and identify preferences for
specific advertising types. To establish industry standards for the acceptable use of wireless advertising.
Network Used: AT& T Pocket Net, Mobile Devices Used: Ericsson R280 LX cellular phone
Number of Participants: 1000 +, Number of advertisers: 50+
Partners and Advertisers: National advertisers, local advertisers, direct marketers, national agencies, mcommerce
technology companies and carriers.
Consumer Demographics: 40% early adopters, 40% representative of general national mobile phone
user, 20% students.
Duration: Four Months, Research Partners: the Kelsey Group and Constant, Inc.
After careful research of potential test markets, Boulder, Coloroda was selected because it met the
following criteria:
• Boulder represents a cross-section of US early adopter demographics (high mobile phone
penetration and a sophisticated audience of affluent Internet users)
Examination Paper of Media Management
IIBM Institute of Business Management 10
• Boulder holds a large group of technically astute, highly educated consumers (similar to Austin,
Texas and San Jose, California)
• It is a mid-sized city, enabling effective recruiting of local advertisers and national advertisers
represented locally across the key product and service categories and
• The presence of a university provided an opportunity to include a student population in the
study pool.
Questions:
1. What type of data will be reported in the Final Study?
2. Explain, by Market Researcher select the Boulder Colorado?
Section C: Applied Theory (30 Marks)
• This section consists of Long Questions.
• Answer all the questions.
• Each question carries 15 marks.
• Detailed information should from the part of your answer (Word limit 200 to 150 words).
1. Define “Advertising”. Explain the Benefits of “Advertising”?
2. What is “Industrial Advertising”? Explain the objective of “Industrial advertising”?
S-2-311012
END OF SECTION B
END OF SECTION C
No comments:
Post a Comment