Bachelor of Mass Media (B.M.M.) SEM V 2018 19 Nov 2018-19 ADVERTISING MEDIA PLANNIN 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 a Titan Raga Espana watches costing Rs. 10,000 to Rs. 15,000. 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( W) | 6290 6,80,000 The Hindu 3555 1720 Express 105 1,50,000 The Deccan | 1638 1570 Money Today 2202 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]
7. Q2 (a).1 Answer the following: - Find the % TA, GRP and CPRP for Media 1 and Media 2 Answer the following: - 08 35,000 people see an advertisement 4 times, 45,000 people see an advertisement 7 times, and 15,000 people see an advertisement 3 times. Total cost of advancing is 75,000.Universe is 1, 80,000. Find the Reach %, GVT & CPT 8 marks
8. Q2 (b) Find the average frequency of the advertisement in the magazine using the data given Readership of Magazine A= 38,000, Magazine B= 28 000, Magazine C= 40,000 Duplication of Magazine A with Magazine B =3500 Duplication of Magazine B with Magazine C =4500 Duplication of Magazine C with Magazine A =4000 No of insertion of Magazine A=3, Magazine B=5, Magazine C=6
9. Q2 (c) Explain the elements of Communication Mix? 15 marks
10. Q3 Answer the following:
    • a. Explain the various sources of media research. 08
    • b. What are various factors considered under Media Brief? 07 What are Media Scheduling strategies? 08 Explain the factors affecting the choice of Newspaper advertising? 07
11. Q4 Answer the following:
    • a. What are strategies of successful negotiation process? 08
    • b. Explain Email Marketing in detail 07
    • c. What are the challenges of Media planning? 08 Explain various compensation methods in digital Media buying. 07
12. Q5 Write short notes: -Any 3 15 marks
    • c. Programmatic Buying
    • d. Ambient Advertising
    • e. Affiliate Networks
    • W.2 Scat 3.2 Seat
13. Q3 (negotiation) ?
14. Q3 Gel

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