Media and Advertising Management: IIBM MBA Exam papers: Avail answers at assignmentssolution@gmail.com
Examination Paper: Media Management
1
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
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
...
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?
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, ...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 p.. 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).
..
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.
Examination Paper: Media Management
1
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Media and Advertising Management
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
...
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?
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, ...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 p.. 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).
..
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.
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