Special Studies in Marketing Important Question Bank 2011

1. What is consumer behavior, explain the factors affecting consumer behavior
2. Explain types of buying behavior
3. Explain following decision making model of economics: psychological, family decision making models
4. Explain buying decision process
5. Diffusion process
6. Concept of family life cycle
7. 5Ms of marketing / advertising
8. Explain the role of advertisements in modern  business world
9. Explain AIDA model
10. Explain different components of IMC in detail
11. Advantages of IMC
12. Explain DAGMAR model
13. Explain message content, message structure, message format and message source in advertisement
14. What are the features of advertisement agency
15. Explain functions of advertising agency
16. Types of ad agency
17. Explain the factors affecting selection of ad agency
18. Explain the factors determining ad budget
19. Explain different methods of preparing ad budget
20. What is media planning? Explain its process
21. Explain the following terms: (reach, frequency, continuity, GRP, BDI, CPM, CPB)
22. What is media scheduling?  explain media scheduling strategies (methods)
23. Explain trade promotion tools
24. Relationship marketing
25. What is e-commerce and how it is classified
26. What is direct marketing, explain its tools
27. What is push and pull strategy
28. Explain different tools of sales promotion
29. What is PR advertising
30. What is PR, Explain the need and importance of PR.
31. What is brand positioning? Explain its strategies.
32. Explain brand image, brand identity, brand leveraging, brand fatigue, brand equity, USP.
33. Explain different branding strategies
34. What is branding, explain its features with advantages.
35. Explain methods of testing effectiveness of advertisement
36. Explain different types of advertisement media in detail
37. Explain following terms : (ABC, NRS, TRP)
38. What is media research? Explain functions of media research.

P.S. These are the likely questions for exams but not the only questions to be studied for exams. So, make it a point you know these questions well as well as cover the other topics. We are not held responsible if the above questions don’t appear in exams as we are not paper setters but just learn the above for your reference.