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

Questions asked in this paper

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1. Q2 Support your answer with relevant examples
2. Q3 Figure to the right indicates marks Established in 1996, Whirlpool of India Ltd.(WIL) set out to capture the Indian market with its customer-centric approach. The company gained leadership in the direct cool refrigerator segment with a significant share in the washing machine market. However, with the entry of Korean conglomerates - LG and Samsung, WIL's rise to success came to a halt. Competing for the same market space, these Korean players a host of technologically superior products at affordable rates through a strong countrywide aggressively and backed by a customer care service to please Indian customers, these product took away the market share from WIL in less than a decade. The Korean companies refined the customer. service in the home appliances segment. To make a comeback in the Indian Market, as the advertising manager for Whirlpool
   • a) Outline the communication Plan 05
   • b) State the advertising Objectives 04
   • c) Create an Advertising Strategy using any two IMC tool. 06
3. Q2 a) Explain the functions of the various departments of a modern Advertising Agency. 8 marks
   • b) Explain various stages in client agency relationship. 07
   • a) What is the role of CRM and Digital advertising in developing new business? 08
   • b) feasibility is an important element of every business plan’. Evaluate. 07
4. Q3 a) Explain account planning process in detail? 8 marks
   • b) Explain the AIDA Model of Communication. 07
   • a) Explain the service quality Gap Model from an advertising Agency perspective with a suitable diagram. 08
   • b) Write anote on 7P's of Service Marketing. 07
5. Q4 a) in detail the various types of Advertising Agencies. 8 marks
   • b) you mean and non-CFB Promotions? Explain with suitable examples. 07 What are the various agency compensation methods/sources of an income for an advertising agency? 08
   • b) are the three stages of buying behaviors? 07 Write short notes on any three : 15
   • i. Story work
   • ii. production of an Advertising Film iii: Role of an Account Planner
   • Q.P. Code :07851
6. Q3 GIN
   • b) HA?
   • Q.P. Code :07851
7. Q3 ah
8. Q3 STAR
9. Q3 yor

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