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

Questions asked in this paper

• Figures to the right indicate full marks

1. Q1 (a) Explain the following concepts. 5 marks
2. Q2 Self Image
3. Q3 Consumer Ethnocentrism
4. Q4 Observational Learning
5. Q5 Subliminal Advertising
   • (b) Mr.Sandeep Gupta is working as a media professional in Mumbai. He is getting married to Shefali in the next month. Shefali is an investment banker; both of them are planning for their finances and requirements for their future
6. Q1 Mention the various stages of Family Life Cycle & explain-the current Family Life Cycle stage they belong to. (5)
7. Q2 Give examples of product choices the couple would make in their future stages in life
8. Q2 (a) Explain message factors (structure and order effect) of communication process. 7 marks
9. Q2 (b) Giving relevant advertising examples discuss central and peripheral route to 8 marks
10. Q2 (c) Write a note on Freudian theory of personality. 7 marks
11. Q2 (d) Identity five advertisements on the basis of Maslow’s theory of Needs Hierarchy. 8 marks
12. Q3 (a)Write a note on types of subculture. 7 marks
13. Q3 (b)Give examples of advertisements that represent Indian core values. Justify your
14. Q3 (c) Define attitude and explain the various factors influencing attitude formation. 7 marks
15. Q3 (d)State any2 existing ad messages & analyze how marketers try to reduce cognitive dissonance of the consumers through the ad. (8)
16. Q4 (a) Discuss the basic model of consumer decision making. Explain how you used the model while choosing to go abroad for a vacation. (15)
17. Q4 (b) Explain how a marketer will use SRI VALS II segmentation to promote a newly launched Entertainment channel offering wide variety of programs. What will be the targeting and positioning strategy used by the company? (15)
18. Q5 Write Short Notes on any 3. 15 marks
19. Q1 Opinion leader
20. Q2 Adoption Process
21. Q3 Changing trends in consumer behaviour
22. Q4 Reference Group
23. Q5 Types of appeals
24. Q2 (3) HA) 7 marks
25. Q2 (adoption)

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