Bachelor of Management Studies (B.M.S.) SEM VI 2019 20 Oct 2019-20 MARKETING MEDIA PLANNING MANAGEMENT Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 All Questions are compulsory
2. Q2 Figures to the right indicate full marks
3. Q1 Match the column (Any 8) Narrowcasting | F_| When too many hoardings are placed next to each When runs in media for a long period without any gap State whether the following statements are True or False (Any 7) (07) 8 marks
4. Q1 The word media is derived from the Latin word ‘Middle’
5. Q2 Geographic coverage is one of the elements of media mix
6. Q3 Reach Indicates a percentage of target audience who is exposed at least ones in a given period to a particular media vehicle
7. Q4 The TRP stands for TAM rating Points
8. Q5 Pulsing is same advertising intensity across the year
9. Q6 You start as an editor in chief in a media company as new recruit
10. Q7 Radio has the maximum reach as compared to all media vehicles
11. Q8 OOH stands for Option to Outdoor Home
12. Q9 Slow internet speed is one of the challenge by internet advertising
13. Q10 Most Media companies work on fixed rates and no negotiations
14. Q2 (A)What is Media planning? Discuss the role of Media in business. 8 marks
    • (B) What is Media Mix? Discuss the types of media mix decision. 7
    • (C) Briefly explain the role and importance of media research. 8
    • (D) Explain briefly the of media research. 7
15. Q3 (A) Explain the factors affecting selection of Radio as choice of communication. 8 marks
    • (B)What is Media strategy? Explain the steps in formulating media strategy. 7
    • (C) What is Media budget? Explain any four methods of setting media budget. 8
    • (D) What is media scheduling? Explain scheduling patterns. 7
    • (A) Explain the following concepts
    • (B)What is a Media buying? Discuss the steps in media buying process. 7
    • (C)Explain the different ways of evaluating Television media buying. 8
    • (D) Write a note on Basic Metrics. 7
16. Q5 A) Read the following case study & answer the questions below Jinal Dance Academy is a popular dance and fitness academy and known to train kids from to senior citizens in various dance forms like Bollywood, Hip-hop, contemporary and traditional dance forms like Garba. Recently one of her dance teachers showed Jinal a video of Rhythmic Gymnastics dance form and also Ariel Dance with use of Silk ropes, straps and hoops where the performers have to perform suspended in the air Jinal was excited to see this new form and wanted to incorporate to her dance forms that she teaches however she will require more space and skilled teachers to the train the participants Her associates also mentioned that since its summer break lot of school and college students would like to combine dance and fitness and this new form of dance and fitness will be perfect for Jinal to launch it in all India in all her 43 branches Jinal has a question as to should she advertise on local. TV cable however her her that in the era of Netflix and Amazon Prime TV cable is not watched by students, she then though outdoors however her associates are recommending online marketing. Jinal being old school doesn’t understand much of media so she has these two questions for you to help her
    • (1) Develop a media plan highlighting the media mix and media vehicles for Rhythmic Gymnastics and Aerial Dance for Jinal dance Academy. (08)
    • (ii) Which media scheduling strategies should Jinal Dance Academy adopt? Justify. 7
17. Q5 B) Write short notes on any 03 out of 05 15 marks
18. Q1 Flighting
19. Q2 People meter
20. Q4 Internet Marketing
21. Q5 Cumulative Reach

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