Bachelor Of Mass Media (BMM) SEM V 2019 20 Nov 2019-20 ADVERTISING MEDIA PLANNING BUYING Question Paper - Mumbai University | munotes

Questions asked in this paper

• Figures to the right indicate the full marks

1. Q1 Answer the following Create a Media Plan for the Amazfit Bip lite Smart watch worth Rs. It provides detailed sports tracking for outdoor running, treadmill, walking and cycling, and can be connected to phone's GPS to track runs and rides. The schedule will last two months. The advertisements are in colour. The budget for the print campaign is Magazine: Single and/ or double spread The Times of | 7805 4110 | India Today 2850 520000 Gujarat 1642 510 The Week 275000 The size of quarter page in a Newspaper is 400 Sq.cm 15 marks
2. Q2 Answer the following: 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] Find the % TA, GRP and CPRP for Media | and Media 2 25,000 people see an advertisement 6 times, 20,000 people see an advertisement 8 8 times and 16,000 people see an advertisement 5 times. Universe is 1, 60,000. Total cost of advertising is 80,000. Find Reach %, GVT and CPT 2b Find the average frequency of the advertisement in the magazine using the data given 7 Duplication of Magazine A, with Magazine C= 9,000, Duplication of Magazine B, with Magazine A= 7,000, Duplication of Magazine C, with Magazine B= 5,000, Discuss the steps involved in Media planning process. 8
   • d. Explain Earned, Paid and Owned Media. 7
3. Q3 Answer the following:
   • a. Explain the different Scheduling Strategies with diagram. 8
   • b. What are the advantages and disadvantages of Digital Media? 7 Explain the different sources of Media Research. 8
   • d. Discuss the different forms of Outdoor advertising. 7
4. Q4 Answer the following:
   • a. Explain the six successful strategies in Negotiations. 8
   • b. What is Media Brief? Explain the various aspects of a good media brief. 7 What are the factors affecting choice of Media Mix. 8
   • d. Explain the responsibilities of Media Buyer. 7
5. Q5 Write short notes on any three of the following: 15 marks
   • a. Communication Mix
   • b. NCCS Grid
   • c. Transit Advertising
   • d. Point of Purchase
   • e. Media Audit Dallies Readership | Rates(in | Magazine Readership | Rate ( Full The Times of 7805 4110 India Today 2850 520000 Gujarat 1642 510 The Week 1219 275000 The Economie | 1240 2850 Reader’s Digest 2321 120000

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