IIBM Institute of Business Management
Examination Paper MM.100
Advertising Media Planning
Section A: Objective Type (30 marks)
• This section consists of Multiple Choice questions & 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. Advertising done once a month is calleda.
Continuity
b. Flighting
c. Pulsing
d. All of the above
2. Classification of geographic areas includea.
Regions
b. TV market delineation such as DMA’S
c. Age
d. Both a & b
3. The data set contains the boundaries for metropolitan & micropolitan statistical areas in united
states is known asa.
Designated market areas
b. Metropolitan & micropolitan statistical areas
c. Core-based statistical areas
d. None of these
4. Which of the following is the general media planning sites:-
a. Advertising media internet center
b. Media post
c. Both a & b
d. Media mark research & intelligence
5. Arrange the following into classic Engel/kollat model of the buying process.
a. Search for alternatives to solve the problem
b. Alternative evaluation
c. Post purchasing evaluation
Examination Paper of Media Management
IIBM Institute of Business Management 2
d. Problem recognition
a. i, ii, iii, iv
b. ii, I, iv, iii
c. iv, I, ii, iii
d. iii, iv, ii, i
6. Which of the following are the top five perennial questions that media research cannot answer?
a. How much is enough
b. Which medium is most effective
c. Which is better: flighting or continuity
d. All of the above
7. DMA stands for
8. GRPs stands for
9. What is the full form of BDIa.
Broad development index
b. Brand development index
c. Brand display index
d. Balanced dynamic index
10. Which of the following are the elements of media strategy?
a. Media target
b. Creative strategy
c. Reach & frequency
d. All of the above
Part Two:
1. What are the principles for selecting media vehicles?
2. What are the important reasons for using a media mix?
3. List the strategies used by media planner to create the awareness.
4. Write short note on GRPs?
Section B: Caselets (40 Marks)
END OF SECTION A
Examination Paper of Media Management
IIBM Institute of Business Management 3
• 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
Examination Paper of Media Management
IIBM Institute of Business Management 4
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:
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 of Media Management
IIBM Institute of Business Management 5
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 Media planning. Explain the objective of marketing in media planning?
2. What is the creative media strategy? List the guidelines for a creative media strategy
END OF SECTION
Examination Paper MM.100
Advertising Media Planning
Section A: Objective Type (30 marks)
• This section consists of Multiple Choice questions & 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. Advertising done once a month is calleda.
Continuity
b. Flighting
c. Pulsing
d. All of the above
2. Classification of geographic areas includea.
Regions
b. TV market delineation such as DMA’S
c. Age
d. Both a & b
3. The data set contains the boundaries for metropolitan & micropolitan statistical areas in united
states is known asa.
Designated market areas
b. Metropolitan & micropolitan statistical areas
c. Core-based statistical areas
d. None of these
4. Which of the following is the general media planning sites:-
a. Advertising media internet center
b. Media post
c. Both a & b
d. Media mark research & intelligence
5. Arrange the following into classic Engel/kollat model of the buying process.
a. Search for alternatives to solve the problem
b. Alternative evaluation
c. Post purchasing evaluation
Examination Paper of Media Management
IIBM Institute of Business Management 2
d. Problem recognition
a. i, ii, iii, iv
b. ii, I, iv, iii
c. iv, I, ii, iii
d. iii, iv, ii, i
6. Which of the following are the top five perennial questions that media research cannot answer?
a. How much is enough
b. Which medium is most effective
c. Which is better: flighting or continuity
d. All of the above
7. DMA stands for
8. GRPs stands for
9. What is the full form of BDIa.
Broad development index
b. Brand development index
c. Brand display index
d. Balanced dynamic index
10. Which of the following are the elements of media strategy?
a. Media target
b. Creative strategy
c. Reach & frequency
d. All of the above
Part Two:
1. What are the principles for selecting media vehicles?
2. What are the important reasons for using a media mix?
3. List the strategies used by media planner to create the awareness.
4. Write short note on GRPs?
Section B: Caselets (40 Marks)
END OF SECTION A
Examination Paper of Media Management
IIBM Institute of Business Management 3
• 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
Examination Paper of Media Management
IIBM Institute of Business Management 4
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:
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 of Media Management
IIBM Institute of Business Management 5
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 Media planning. Explain the objective of marketing in media planning?
2. What is the creative media strategy? List the guidelines for a creative media strategy
END OF SECTION
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