Advertising Management Question Paper 2024
Dibrugarh University BCOM 2nd SEM FYUGP
COMMERCE (Minor)
Full Marks: 80, Pass Marks: 24, Time: 3 hours
Paper: MINMKT2 (Advertising Management)
The figures in the margin indicate full marks for the questions
1. Answer the following questions: 1x8=8
(a) Write the full form of WOM.
(b) Write the full form of PPC.
(c) Write the full form of AIDA.
(d) Which is the most effective media of advertisement in rural society?
(e) Write one feature of advertisement.
(f) Give an example of advertising media vehicle.
(g) When a company gives false message in advertisement, then is it known as what?
(h) What is the other name of POP advertisement?
2. Write short notes on any four of the following: 4x4=16
(a) DAGMAR approach.
(b) Sale promotion.
(c) Media budget.
(d) Word-of-mouth of advertising.
(e) Media class.
(f) Segmentation.
3. (a) Define advertisement. Discuss the significance of advertisement in a business organization. 4+10=14
Or
(b) What is advertising planning? Discuss the advertising planning process. 4+10=14
4. (a) What do you mean by integrated marketing communication? Explain different elements of integrated marketing communication. 4+10=14
Or
(b) What do you understand by market segmentation, targeting and positioning? What are the importances of market segmentation in advertising process? 14
5. (a) What is attention? What are the practices followed by advertisers to draw attention of target audience? 4+10=14
Or
(b) Write in detail about advertisement recall, comprehension and interpretation. 14
6. (a) What do you understand by message? What are the major elements of a good message? 4+10=14
Or
(b) What is media in advertisement? Discuss different types of media used in advertising. 14
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