Bachelor of Mass Media (B.M.M.) SEM VI 2018 19 April 2018-19 ADVERTISING THE PRINCIPLES AND PRACTI Question Paper - Mumbai University | munotes

Questions asked in this paper

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1. Q1 a Direct Marketing Plan for ANY ONE of the following 15 marks
   • a. Bicycle
   • b. Restaurant Keeping in mind the following
   • i. Product Offering
   • iv. Methodology or Channels used (e.g. Mailers, Sampling, DRTV etc.)
2. Q2 a. Calculate the lifetime value of Ms.Deepika Padukone as on 2014 from the following given Note: 1. Figures are in Rupees 2. Rate of Interest on Loan is 15 marks
   • b. Define Integrated Marketing Communication (IMC).Explain its various tools, 7
   • c. Write a note on Telemarketing. 8
3. Q3 Answer the following
   • a. A catalogue is an important tool of Direct Marketing. Explain the various types of catalogues 7
   • b. What is Customer Relation Management (CRM)? Explain its features. Distinguish between Mass Marketing versus Direct Marketing (07) 8
   • d. Explain the various principles of Direct Marketing 8
4. Q4 Answer the following
   • a. Database in-house or through a bureau. Explain 7
   • b. What is Direct Mail? State its advantages Paper Subject Code: 55609 Advertising: The Principles and Practice of Direct Marketing 8
   • c. How is market segmentation used in Direct Marketing? 7
   • d. What are the various factors for the growth of Direct Marketing in future? 8
5. Q5 Write Short Notes on (ANY THREE) 15 marks
   • a. List Vendors
   • b. Approaches of Direct Marketing
   • c. Cross Selling and Up-selling Paper Subject Code: 55609 Advertising: The Principles and Practice of Direct Marketing
   • a) vera Cross Selling and Up-selling :

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