Examination Paper of Media Management
IIBM Institute of Business Management 6
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
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.
...
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.
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 nee... 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 ....
• 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?
...
1. Define “Advertising”. Explain the Benefits of “Advertising”?
2. What is “Industrial Advertising”? Explain the objective of “Industrial advertising”?
IIBM Institute of Business Management 6
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
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.
...
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.
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 nee... 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 ....
• 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?
...
1. Define “Advertising”. Explain the Benefits of “Advertising”?
2. What is “Industrial Advertising”? Explain the objective of “Industrial advertising”?
No comments:
Post a Comment