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

Questions asked in this paper

• Figures to the right indicate full marks

1. Q1 Self Image
2. Q2 Subliminal perception
3. Q3 Observational learning
4. Q4 Subculture
5. Q5 Ethnocentrism
6. Q1 (b)Explain how a marketer will use SRI VALS. II segmentation to promote a newly opened fitness center offering wide variety of fitness programs. What will be the targeting and positioning strategy used by the company? 10marks
7. Q2 (a) Explain cognitive dissonance and discuss the various ways of reducing cognitive
8. Q2 (b) Cite 2 examples of how you applied the Tri-component model of attitude while making any recent purchase. 8 marks Explain different message factors (structure and order effect) of communication
9. Q2 d) Giving suitable examples explain the central and peripheral route to persuasion used by is culture? Give examples of advertisements that represent Indian core values. Justify
10. Q3 b)Explain the different stages of Family Life Cycle. Discuss the changing demand for products & services a newly married couple would make as they process in the next two stages of Family Life cycle. 15marks
11. Q4 (a)Write a note on Freudian theory of personality. 7 marks
12. Q4 b) Identify five advertisements on the basis of Maslow’s theory of Needs Hierarchy. 8 marks
13. Q4 (c)Explain the basic model of consumer decision making. 7 marks
14. Q4 (d) Explain the characteristics of opinion leader. Describe any one situation in which you sought purchase and consumption related advice from an opinion leader. 8 marks
15. Q5 Write Short Notes on any 3. 15 marks
16. Q1 Reference group
17. Q2 Adoption Process
18. Q3 Types of appeal
19. Q4 Demographic segmentation
20. Q5 Changing trends in consumer behaviour 2.30 TOT : 75
21. Q2 31) Hat
22. Q2 (order and code effect) 9 marks
23. Q4 a (Hierarchy)
24. Q4 FAT
25. Q5 Meh Wale

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