Bachelor Of Mass Media (BMM) SEM V 2023 2024 Dec 2024 ADVERTISING DISCIPLINE RELATED GENERIC ADVERTISING & MARKETING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicate the full marks

1. Q3 Give example when necessary
2. Q4 Calculators are allowed
3. Q1 (a) Big news, a 24- hour news channel, wishes to launch a new streaming service across India. The OTT platform would showcase a wide variety of content for viewers of different age groups. As a researcher suggest an appropriate research design, research technique and sampling method to facilitate their plan. 10
   • (b) Compute Mean, Median, Mode and Range for the following data. 5
   • (c) Design a questionnaire to find out the reaction of the youth towards controversial
   • (d) “Excessive TV watching leads to obesity among children”. Write a report analyzing the validity of the statement. 7
4. Q2 Answer the Following:
   • (a) Discuss the various methods of conducting product research. 8
   • (b) Write a note on the importance of literature review. 7
   • (c) Explain the advantages and disadvantages of Focus Group discussion. 8
   • (d) Discuss the nature and scope of marketing research in India. 7
5. Q3 Answer the Following:
   • (a) Explain the various methods of conducting copy research. 8
   • (b)Write a note on pricing research. 7
   • (c)Discuss the types and the significance of secondary data in marketing research. 8
   • (d)Mention the guidelines for designing a good questionnaire. 7 4 Answer the Following:
   • (a) Discuss projective techniques in detail. 8
   • (b)Write a note on probability sampling. 7
   • (c) Discuss various print and broadcast pretesting methods. 8
   • (d) Explain different physiological rating scales used in advertising research. 7
6. Q5 Explain Any3 of the following. 15 marks
   • (a) Hypothesis
   • (b) Survey method
   • (c) Research design
   • (d) Concept testing
   • (e) Measurement scales
7. Q2 sips ii)

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