Bachelor Of Mass Media (BMM) SEM VI 2019 20 Oct 2019-20 M ADVERTISING THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING Question Paper - Mumbai University | munotes

Questions asked in this paper

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1. Q2 Give suitable examples and diagrams /figures where necessary
2. Q3 Use of simple calculator is permitted
3. Q4 All questions carry equal marks Prepare a Direct Marketing Plan for ANY ONE of the following (15)
   • a. Television Keeping in mind the following
   • i. Product Offering
   • iv. Methodology or Channels used (e.g. Mailers, Sampling, DRTV etc.)
4. Q2 a. Calculate the Life time value of Ms.Jinny and Jonny with the help of the following data as on Note: 1. Figures are in Rupees 2. Rate of Interest on Loan is 10%
   • b. Explain the various objectives of Direct Marketing. 7
   • c. Write a note on L.T.V. Answer the following 8
   • a. Explain the various characteristics of Relationship Marketing 7
   • b. Explain the various tools of Integrated Marketing 8
   • c. Explain the various approaches of Direct Marketing 7
   • d. Is list important? Justify the statement by explaining various types of lists. 8
5. Q4 — Answer the following
   • a. What is Catalogue? Explain the different types of catalogues. 7
   • b. Distinguish between Traditional Marketing versus Modern Marketing. Paper Subject Code: 55609 Advertising: The Principles and Practice of Direct Marketing 8
   • c. What are the various factors for the growth of Direct Marketing in future. 7
   • d. What is Database? Discuss the various steps in developing database. 8
6. Q5 Short Notes on (ANY THREE) 15 marks
   • a. Mobile Marketing
   • b. Cross Selling and Up-selling
   • c. Market Segmentation
   • d. List Vendors
   • e. Economics of Direct Marketing Paper Subject Code: 55609 Advertising: The Principles and Practice of Direct Marketing
   • a). (IMC) Atel
   • S) (LIST) Paper Subject Code: 55609 Advertising: The Principles and Practice of Direct Marketing

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