Bachelor Of Mass Media (BMM) SEM V ATKT April 2016 ADVERTISING MEDIA PLANNING BUYING Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 All the questions are compulsory
2. Q2 Use of Calculator is permitted
3. Q3 Cellular phones are not allowed
4. Q4 Answer the questions in the sequence given in the question paper
5. Q1 CASE STUDY: - Create a Media Plan for ‘Accu-Chek’ a hand held gadget to monitor blood sugar (Diabetes) which can be used at home. The advertisements are in colour. The budget for the print campaign is Rs 3 crores (3, 00, 00,000) and having a schedule that will last for two months Magazine: - Single and/or double spread Use the rate card given below: 000’s (in sq.cm) 000’s (Full Page The Times 8392 4520 India Today( | 6290 6,80,000 The Hindu 3555 1720 Express 105 1,50,000 The Deccan | 1638 1570 Money Today 2202 2,22,000 Dainik 21244 3132 The Week (W) 1219 15 marks
6. Q2 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]
   • (1) Answer the following: - 08 Find the % TA, GRP and CPRP for Media 1 and Media 2
   • (2) Answer the following 29,000 people see an advertisement 6 times, 51,000 people see an advertisement 4 times, and 22,000 people see an advertisement 5 times. Total cost of advancing is 96,000. Universe is 1,56,000. Find the reach & CPT 2.(b) Find the average frequency of the advertisement in the magazine using the Readership of Magazine A= 38,000, Magazine B= 28,000, Magazine C= 58 000 Duplication of Magazine A with Magazine B =3300 Duplication of Magazine B with Magazine C =2900 Duplication of Magazine C with Magazine A =4800 No of insertion of Magazine A=3, Magazine B=6, Magazine C=5 8
7. Q2 (c) Explain the media planning process. 15 marks
8. Q3 Answer the following:
   • a. Various types of sources of Media research 08
   • b. What are advantages and disadvantages of Radio advertising 07
   • c. Explain the factors affecting the choice of magazine advertising? 08
   • d. Write a short note on Media Brief. 07
9. Q4 Answer the following:
   • a. What are skills required for becoming success Media Planner 08
   • b. Explain the Process of Negotiation 07
   • c. What is the role of Media Planner? 08
   • d. Explain Programmatic buying, Demand side platform and supply side
10. Q5 Write short notes: -Any 3 15 marks
11. Q1 Characteristics of Outdoor advertising
12. Q3 Laws of persuasion
13. Q4 POP Advertising ip (in 000’s (Full
14. Q3 lo
    • S. GET

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