Bachelor Of Mass Media (BMM) BMM English Sem VI AGENCY MGT Question Paper - Mumbai University | munotes

Questions asked in this paper

• Please check whether you have got the right question paper

1. Q2 Support your answer with relevant examples
2. Q3 Figure to the right indicates marks
3. Q1 Read the case study & answer the following questions: Parle Agro has recently announced a fizzy mango drink, Frooti Fizz. It intends to target more adult audience. The company believes that consumers want healthier alternative, but still love something that’s got a fizz. It makes them feel more refreshed 15 marks
   • b. State the advertising objectives. 04
   • c. Create an advertising strategy using two IMC tools. 06
4. Q2 a) Explain the organization structure of a full service advertising agency. 8 marks
   • b) Explain Sales Promotional tools at consumer level. 07
   • a) Explain the GAP model of Service Quality. 08
   • b) “CRM is good business tool for ad agency management” Justify. 07
5. Q3 a) Explain the components of IMC. 8 marks
   • b) Explain Hierarchy of effects Model. 07
   • a) One of the step in the process of developing marketing plan is ‘Outlining marketing 08 problem/opportunity’. Explain how it can be achieved
   • b) Explain the ways in which agencies acquire new clients. 07
6. Q4 a) Explain (i) Major forms of trade allowance & (ii) POP Displays. 8 marks
   • b) Explain the 7 P’s of Service Marketing 07
   • a). Explain Concept Development step in detail including the method of idea generation in 08 setting up an agency
   • b) Explain Account Planning Process. 07
7. Q5 Write Short Note on: (Any Three): 15 marks
8. Q1 Stages in Client-agency relationship
9. Q2 of Advertising Programme
10. Q3 Role of an Account Planner
11. Q4 Fees system in Agency compensation
12. Q5 Criticisms of DAGMAR Approach
    • Q.P. Code :07848
13. Q31 FASS (Hierarchy of effect Model) Fase
    • H) Aes sa
    • Q.P. Code :07848 (4 of Advertising Programme)

Read from the scan above, so a character or two may differ. The scan is the original.