Bachelor of Management Studies (B.M.S.) SEM VI 2022 2023 May 2023 S ELECTIVE MARKETING MEDIA PLANNING AND MANAGEMENT Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 A) Select the correct option; (Any 8 out of 10) 8 marks
2. Q1 Clutter is defined as
   • c) An overabundance of messages
   • d) A promotional tool
3. Q2 is not a strength of magazines
   • a) shelf-life
   • c) deadline flexibility
   • d) quality reproduction
4. Q3 A specific carrier within a medium category is
   • a) reach
   • b) frequency
   • c) impression
   • d) media vehicle
5. Q4 Media selections and scheduling decisions associated with delivering advertising constitute a
   • a) Media Plan
   • b) Message Weight
   • c) Media Kit
6. Q5 The flighting media schedule is
   • a) strategy of scheduling
   • b) An intermittent pattern of high activity and low activity
   • c) pattern of messaging
7. Q6 What is ABC?
   • c) Audit Bureau of circulation
8. Q7 The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?
   • a) A percentage of impressions that results in a click
   • b) A percentage of households tuned to TV
   • c) The relative average cost to reach one thousand people
   • d) A payment received for each action
9. Q8 Reach is defined as
   • a) Insufficient exposure to the target audience
   • b) The Number of times a reader is exposed to a message
   • c) The total number of duplicated exposures
   • d) The total number of unduplicated exposures
10. Q9 The implementation of media plan requires
    • a) Media slot
    • b) Media mix
    • c) Media buying
    • d) Media selection
11. Q10 Media planners begin their work by doing media
    • a) research
    • b) message
    • c) buying
    • d) selling
12. Q1 B) Match the column (any 7 out of 10) Measuring the effectiveness Method Opportunity to see 4 |Clutterinoutdoor Measuring brand and category index GI Number of times an ad is repeated in a given period of time Diary method When too many hoardings are placed next to each other 9 | Mobile advertisement in India Indian readership survey 10 | OTS J When an ad runs in the media for a long time without any gap 7 marks
13. Q2 a) “Several factors affect your media planning decisions.” — Explain a few with examples
14. Q2 b) Who is a media planner? What are the role and functions of a media planner?
15. Q2 c) “Media planning is not free from challenges.” - Elaborate 8 marks
16. Q2 d) What is media research? Explain any two sources of media research. 7 marks
17. Q3 a) Explain the advantages and limitations of Newspapers as a media. 8 marks
18. Q3 b) What is media strategy? Why is media strategy needed? 7 marks
19. Q3 c) What is Out of Home (OOH) media? Explain with example any two type of out of Home (OOH) media. 08 marks
20. Q3 d) Explain 7 marks
    • a) Gaming media
    • b) In flight media What are the methods of setting a media budget? 08 marks What is media scheduling? Explain main scheduling strategies with diagram. 07 marks What is media buying? What are its main objectives? 08 marks Make a list of the factors that affects your media scheduling strategies. 07 marks Explain the importance of reach and frequency in the media measurement process
21. Q5 b) What are television metrics? How are they useful in evaluating the effectiveness of an ad campaign on TV? 07 marks Write short notes on the following: any three (5 marks each) 15 marks
    • A. Radio as a media
    • B. Qualities of a media planner
    • C. Mobile as a new media
    • D. Reach & frequency
    • E. Buying Brief

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