Bachelor of Mass Media (B.M.M.) SEM V 2022 2023 Dec 2023 CBCS ADVERTISING AGENCY MANAGEMENT Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 A) Case Study Colgate Palmolive (India) Ltd intends to launch a multi-media campaign to promote, e Menthol that gives intense cooling and super freshness e It fights cavities, keeps germ build-up at bay and makes your teeth whiter on e gel with cooling crystals that provide intense freshness Client Brief: Create awareness amongst the non-users about the brand USP of cooling freshness and 24 hours protection from germs As a marketing manager of Colgate MaxFresh Orange Gel, prepare the following:
   • a) Outline its communication plan. 5
   • b) State the advertising objectives. 4
   • c) Create an advertising strategy using any two IMC tools. 6
2. Q1 B) Explain GAP Model of Service Quality with the help of a real life Example. 15 marks
3. Q2 . A) How does the client evaluate advertising agency? 8 marks
4. Q2 . B) How should an ad agency maintain a good relationship with clients? 7 marks
5. Q2 . C) Explain Account planning process? 8 marks
6. Q2 .D) Discuss the contents of a good marketing Plan 7 marks
7. Q3 . A) Explain various Functions of an Advertising Agencies 8 marks
8. Q3 . B). Explain in brief various sources of Remunerations or compensation for the
9. Q3 . C)Discuss variousTypes of advertising agencies. Give examples 8 marks
10. Q3 . D) Explain what Is Means-End Chain Theory? 7 marks
11. Q4 . A) What are functions of an Entrepreneurship 8 marks
12. Q4 . B) Discuss the contents of a good Business plan. 7 marks
13. Q4 . C) Explain the Pitching process of an advertising Agency 8 marks
14. Q4 . D) How agency gain clients 7 marks
15. Q5 Write short notes on the following (Attempt any three) 15 marks
    • a) DAGMAR
    • b) Objectives of Trade-Oriented Sales Promotion
    • c) Objectives of Consumer-Oriented Sales Promotion
    • d) Sampling andPremium
    • e) Types of Trade Promotions
    • 2.3 ae :

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