Examination Paper: Media Management
1
IIBM Institute of Business Management
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 questions & short notes type questions.
•Answer all the questions.
•Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. This term encompasses several initiatives such as sponsoring online discussion groups, promoting
a brand/firm in chat rooms, blogging, etc.
a. Pop-ups & Pop-under
b. Interstitial
c. Online Advergaming
d. Viral Marketing
2. Some of the companies are using this as a convenient way for reaching the customer on a one-toone
basis:
a. Voice-based
b. Location-based
c. Browser-based
d. Messaging-based
3. It is one of the most formidable barriers in international advertising.
a. Language barriers
b. Religious barriers
c. Cultural barriers
d. None of the above
4. Out of the following which one is not the step of collaborative filtering process:
a. Start with a large group of people’s opinions/ratings about a specific domain
b. Integration & alignment of games & advertised brands.
c. Using past data, measure the similarity of each person.
d. From these similarity values, select an appropriate subgroup of people.
5. A widely popular mechanism to cope up with tobacco & bans, brand extension or surrogate
advertising.
a. Modify marketing-mix
b. Legal remedies
c. Lobbying
d. Monitor regulation & pending legislations.
Examination Paper: Media Management
2
IIBM Institute of Business Management
6. State out of the following which one is the guideline of permission-based marketing?
a. Easy check in which again serves cost.
b. Reduction of workload.
c. Inviting the present & potential customers to become a part of the company’s database.
d. Continuous access to the present & potential customers.
7. This is defined to be the number of successfully handled complaints per unit & time spent on a
single complaint.
a. Efficiency
b. Processing
c. Lead Time
d. Partial Productivity Ratio.
8. A characteristic of mobile marketing which enables instant access to information, will help the
customers to be in the inquiry mode & ultimately place the order.
a. Personal Relatedness
b. Enhanced Customer Support
c. Strong Intermediaries
d. Direct Response
9. In this case the marketing is done with the help of internet on mobile for advertisements.
a. Local Search
b. Browser-based
c. Google Local
d. Smart View
10. ___________ advertising has come a long way from being scroll items to become a full-fledged
television ads.
a. Cable
b. Internet
c. Mobile
d. None of the above
Part Two:
1. What is ‘Shock Advertising’?
2. What is Non-Convention Media? Give some popular examples.
3. What is the Impact of Emotional advertising on the consumer?
4. What is Collaborating Filtering?
END OF SECTION A
Examination Paper: Media Management
3
IIBM Institute of Business Management
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).
Caselet 1
Mr. Deepak Mathur founded a small radio manufacturing plant in Noida in the 1980s. From this small
start came one of the nation’s largest radios, television, and allied products companies. By 1995, its sales
approached Rs. 150 crores annually, with 15,000 employees and 10 manufacturing locations. Throughout
its growth, Mr. Mathur remained the active, imaginative, and driving force of this company. In earlier
days every manager and worker knew him, and he was able to call most of them by their first names, so
even after the company grew fairly large, people felt that they knew the founder and chief executive, and
their strong feeling of personal loyalty had much to do with the fact that the company was never
unionized.
However, as the company prospered and grew, Mr. Mathur worried that it was losing its “smallcompany”
spirit. He also felt that communications were suffering, that his objectives and philosophy were
not being understood in the company, that much wasteful duplication was occurring through poor
knowledge of what others in the company were doing, and that new-product development and marketing
were suffering as a result. Likewise, he was concerned that he had lost with the people. In order to solve
the communication problem, he ensured that several communication devices were installed. He put into
effect communication device he found other companies using: bulletin boards in every office and
manufacturing plant throughout the country; a revitalized company newspaper carrying much company
and personal news affecting all locations;”Company Facts Books” for every employee, giving significant
information about their company; regular profit-sharing letters; monthly one-day meetings at headquarters
for the top 100 executives; annual three-day meetings of 1200 managers of all levels at a resort area; and
a large number of special committees to discuss company matters. After much time, effort and expense,
Mr. Mathur was disappointed to find that the problem of communication and of the “small-company”
feeling still existed and that the results of his programs did not seem to be significant.
Questions:
1. What do you see as the company’s real communication problem?
2. What would you suggest to improve communication in the company?
Caselet 2
The latest trends have resulted in new innovative ways of promotion through the mobile phones. The
latest addition to the numerous ways of marketing and designing effective ads in mobile phones is ecouping.
E-Couping has become a rage among the advertisers as well as the users. Here, wireless users
are provided with, for example, a 20 percent off-coupon offer on a DVD player. And the results are very
encouraging. US Mobile Message Markets report says that this industry segment generated revenues of
$571 million in 2000 and is projected to surpass $5 billion by 2007. Almost 86 percent of the people
surveyed favored a trade-off for receiving advertisements on their mobile phones in markets across UK,
Europe and the US. More than 88 percent of the people expressed their enthusiasm to e-couping, which
could be reimbursed at the stores nearby. The four key factors important to consumers’ acceptance:
Examination Paper: Media Management
4
IIBM Institute of Business Management
Choice – being able to decide whether or not to receive messages; control-being able to bypass sale
messages easily; customization-being able to filter the types of messages received; and mutual benefitgetting
something back in return a reduction in the cost of services for example
Spending on mobile Content
Europe, 2001-2006
Year Spending
2001 $590
2002 $860
2003 $1,407
2004 $2,233
2005 $2,2915
2006 $3,280
A study by Forrester Research in conjunction with the Federation of European Direct Marketing
(FEDMA) found that SMS can reach two-thirds of 250 million European mobile phone owners.
According to the Forrester study, 21 percent of the 250 direct marketers surveyed online use SMS at least
occasionally, 12 percent have tried it and 5 percent plan regular SMS use in 2003. The advantage of SMS
marketing is that, unlike e-mail marketing, it offers three types of campaigns-one off push campaigns for
awareness building; one-off pull campaigns for promotion; and continued dialogue for customer
retention. One-time pull campaigns average 13 percent response rates, which outperform phone and mail
alternatives, according to Forrester.
According to Jupiter MMXI, European consumers will spend €3.3 billion for content on their mobile
phones by 2006 compared to €1.7 billion for content on their PCs. Mobile phones offer a much better
billing platform than the PC. In 2001, €590 million was spent by Europeans for content on their mobile
phones, such as ring tones, logos, sports scores and stock prices. This is almost twice the €252 million
spent on the PC. “Increasing use of Short Messaging Service on mobile phones is good news for the
media industry. Newspapers and magazines struggling to generate direct consumer revenues from their
websites have more opportunity to charge for content on mobile phones, “said Jupiter MMXI’s Olivier
Beau villain. “They should use their Web presence as a way to promote mobile content with which they
will be able to generate more revenues.”
Question:
1. On the basis of above case explain how to advertise and market your Product through SMS?
2. Give the detailed advantages of advertising & marketing the products through Short Messaging
Services (SMS).
END OF SECTION B
Examination Paper: Media Management
5
IIBM Institute of Business Management
Section C: Applied Theory (30 Marks)
•This section consists of Applied Theory Questions.
•Answer all the questions.
•Each question carries 10 marks.
•Detailed information should from the part of your answer (Word limit 200 to 250 words).
1. What is mobile marketing? Also explain the working of the mobile marketing.
2. Explain the challenges & recommendations of advertising & Indian gaming industry.
3. What is GLBT Community? State the GLBTs Media Preferences.
END OF SECTION C
Examination Paper: Media Management
6
1
IIBM Institute of Business Management
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 questions & short notes type questions.
•Answer all the questions.
•Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. This term encompasses several initiatives such as sponsoring online discussion groups, promoting
a brand/firm in chat rooms, blogging, etc.
a. Pop-ups & Pop-under
b. Interstitial
c. Online Advergaming
d. Viral Marketing
2. Some of the companies are using this as a convenient way for reaching the customer on a one-toone
basis:
a. Voice-based
b. Location-based
c. Browser-based
d. Messaging-based
3. It is one of the most formidable barriers in international advertising.
a. Language barriers
b. Religious barriers
c. Cultural barriers
d. None of the above
4. Out of the following which one is not the step of collaborative filtering process:
a. Start with a large group of people’s opinions/ratings about a specific domain
b. Integration & alignment of games & advertised brands.
c. Using past data, measure the similarity of each person.
d. From these similarity values, select an appropriate subgroup of people.
5. A widely popular mechanism to cope up with tobacco & bans, brand extension or surrogate
advertising.
a. Modify marketing-mix
b. Legal remedies
c. Lobbying
d. Monitor regulation & pending legislations.
Examination Paper: Media Management
2
IIBM Institute of Business Management
6. State out of the following which one is the guideline of permission-based marketing?
a. Easy check in which again serves cost.
b. Reduction of workload.
c. Inviting the present & potential customers to become a part of the company’s database.
d. Continuous access to the present & potential customers.
7. This is defined to be the number of successfully handled complaints per unit & time spent on a
single complaint.
a. Efficiency
b. Processing
c. Lead Time
d. Partial Productivity Ratio.
8. A characteristic of mobile marketing which enables instant access to information, will help the
customers to be in the inquiry mode & ultimately place the order.
a. Personal Relatedness
b. Enhanced Customer Support
c. Strong Intermediaries
d. Direct Response
9. In this case the marketing is done with the help of internet on mobile for advertisements.
a. Local Search
b. Browser-based
c. Google Local
d. Smart View
10. ___________ advertising has come a long way from being scroll items to become a full-fledged
television ads.
a. Cable
b. Internet
c. Mobile
d. None of the above
Part Two:
1. What is ‘Shock Advertising’?
2. What is Non-Convention Media? Give some popular examples.
3. What is the Impact of Emotional advertising on the consumer?
4. What is Collaborating Filtering?
END OF SECTION A
Examination Paper: Media Management
3
IIBM Institute of Business Management
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).
Caselet 1
Mr. Deepak Mathur founded a small radio manufacturing plant in Noida in the 1980s. From this small
start came one of the nation’s largest radios, television, and allied products companies. By 1995, its sales
approached Rs. 150 crores annually, with 15,000 employees and 10 manufacturing locations. Throughout
its growth, Mr. Mathur remained the active, imaginative, and driving force of this company. In earlier
days every manager and worker knew him, and he was able to call most of them by their first names, so
even after the company grew fairly large, people felt that they knew the founder and chief executive, and
their strong feeling of personal loyalty had much to do with the fact that the company was never
unionized.
However, as the company prospered and grew, Mr. Mathur worried that it was losing its “smallcompany”
spirit. He also felt that communications were suffering, that his objectives and philosophy were
not being understood in the company, that much wasteful duplication was occurring through poor
knowledge of what others in the company were doing, and that new-product development and marketing
were suffering as a result. Likewise, he was concerned that he had lost with the people. In order to solve
the communication problem, he ensured that several communication devices were installed. He put into
effect communication device he found other companies using: bulletin boards in every office and
manufacturing plant throughout the country; a revitalized company newspaper carrying much company
and personal news affecting all locations;”Company Facts Books” for every employee, giving significant
information about their company; regular profit-sharing letters; monthly one-day meetings at headquarters
for the top 100 executives; annual three-day meetings of 1200 managers of all levels at a resort area; and
a large number of special committees to discuss company matters. After much time, effort and expense,
Mr. Mathur was disappointed to find that the problem of communication and of the “small-company”
feeling still existed and that the results of his programs did not seem to be significant.
Questions:
1. What do you see as the company’s real communication problem?
2. What would you suggest to improve communication in the company?
Caselet 2
The latest trends have resulted in new innovative ways of promotion through the mobile phones. The
latest addition to the numerous ways of marketing and designing effective ads in mobile phones is ecouping.
E-Couping has become a rage among the advertisers as well as the users. Here, wireless users
are provided with, for example, a 20 percent off-coupon offer on a DVD player. And the results are very
encouraging. US Mobile Message Markets report says that this industry segment generated revenues of
$571 million in 2000 and is projected to surpass $5 billion by 2007. Almost 86 percent of the people
surveyed favored a trade-off for receiving advertisements on their mobile phones in markets across UK,
Europe and the US. More than 88 percent of the people expressed their enthusiasm to e-couping, which
could be reimbursed at the stores nearby. The four key factors important to consumers’ acceptance:
Examination Paper: Media Management
4
IIBM Institute of Business Management
Choice – being able to decide whether or not to receive messages; control-being able to bypass sale
messages easily; customization-being able to filter the types of messages received; and mutual benefitgetting
something back in return a reduction in the cost of services for example
Spending on mobile Content
Europe, 2001-2006
Year Spending
2001 $590
2002 $860
2003 $1,407
2004 $2,233
2005 $2,2915
2006 $3,280
A study by Forrester Research in conjunction with the Federation of European Direct Marketing
(FEDMA) found that SMS can reach two-thirds of 250 million European mobile phone owners.
According to the Forrester study, 21 percent of the 250 direct marketers surveyed online use SMS at least
occasionally, 12 percent have tried it and 5 percent plan regular SMS use in 2003. The advantage of SMS
marketing is that, unlike e-mail marketing, it offers three types of campaigns-one off push campaigns for
awareness building; one-off pull campaigns for promotion; and continued dialogue for customer
retention. One-time pull campaigns average 13 percent response rates, which outperform phone and mail
alternatives, according to Forrester.
According to Jupiter MMXI, European consumers will spend €3.3 billion for content on their mobile
phones by 2006 compared to €1.7 billion for content on their PCs. Mobile phones offer a much better
billing platform than the PC. In 2001, €590 million was spent by Europeans for content on their mobile
phones, such as ring tones, logos, sports scores and stock prices. This is almost twice the €252 million
spent on the PC. “Increasing use of Short Messaging Service on mobile phones is good news for the
media industry. Newspapers and magazines struggling to generate direct consumer revenues from their
websites have more opportunity to charge for content on mobile phones, “said Jupiter MMXI’s Olivier
Beau villain. “They should use their Web presence as a way to promote mobile content with which they
will be able to generate more revenues.”
Question:
1. On the basis of above case explain how to advertise and market your Product through SMS?
2. Give the detailed advantages of advertising & marketing the products through Short Messaging
Services (SMS).
END OF SECTION B
Examination Paper: Media Management
5
IIBM Institute of Business Management
Section C: Applied Theory (30 Marks)
•This section consists of Applied Theory Questions.
•Answer all the questions.
•Each question carries 10 marks.
•Detailed information should from the part of your answer (Word limit 200 to 250 words).
1. What is mobile marketing? Also explain the working of the mobile marketing.
2. Explain the challenges & recommendations of advertising & Indian gaming industry.
3. What is GLBT Community? State the GLBTs Media Preferences.
END OF SECTION C
Examination Paper: Media Management
6
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