Bachelor of Mass Media (B.M.M.) SEM V 2017 18 May 2017-18 ADVERTISING MEDIA PLANNING AND BUYING Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 All questions are compulsory
2. Q2 Use of Calculator is permitted
3. Q3 Cellular phones are not allowed
4. Q1 CASE STUDY: Create a Media Plan for Titan wrist watches both for men and women. Price is in the range of Rs 2500 to 35,000. The schedule will last two months. The advertisements are in colour. The budget for the print campaign is three crore (30000000) Magazine: Single and/ or double spread Attempt any one between 2a.1 and 2a.2. along with 2.b [i.e. (Attempt either 2a.1 OR 2a.2 for 8 marks) and 2.b. for 7 marks] Answer the following: (8) 15 marks
   • Q.P. Code: 23096 Find the % TA, GRP and CPRP for Media 1 and Media 2 2a.2 Answer the following (8) 61,000 people see an advertisement 3 times, 51,000 see an advertisement 5 times and 76,000 people see an advertisement 6 times. Universe is 344,000. Total Cost of Advertising is 85,000. Find Reach %, GVT & CPT
5. Q2 the average frequency of the advertisement in the magazines using the data Duplication of Magazine A, with Magazine C = 4,000, Duplication of Magazine B, with Magazine Duplication of Magazine C, with Magazine B= 4,900,
6. Q2 Write detailed note on media planning Process 3.a. Explain the following concepts: - (8) 15 marks
   • i. Reach
   • ii. BDI
   • b. Discuss the factors affecting choice of Magaziner buying 3 a.Explain the following concepts:- (8) 7
   • b. Discuss Email marketing 7
7. Q4 Answer the following:
   • a. Write a note on Programmetic Buying 8
   • b. Advantages and disadvantages of television Buying 7
8. Q4 Answer the following:
   • a. Write a note on New Consumer Classification System (NCCS) 8
   • b. note on Media Brief 7
9. Q5 Write short (any 3) 15 marks
   • a) Objectives
   • b) Affiliate Network
   • c) Media Mix
   • d) Role of Media buyers
   • Q.P. Code: 23096
   • Q. P. Code: 23096 0.3 Dal
10. Q2 ale FAT

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