Special Studies in Marketing Prelims Question Paper 2012

MT EDUCARE LTD. – UVA

T.Y. B.M.S.

Preliminary Examination – II

Subject : Special Studies in Marketing

Marks : 60

Duration : 2 Hrs.

Notes :

1. SECTION – I : All questions are COMPULSORY

2. SECTION – II : Attempt any THREE out of FOUR questions

3. Figures to the RIGHT indicate marks

[ SECTION – I ]

Q.1. Explain the following concepts: (15)

1. Media Scheduling

2. TRP

3. Brand Equity

4. AIDA model

5. Advertising agency

Q.2. CASE STUDY : (15)

Leo Kids is an exclusive retail outlet, which is to be launched on franchise basis on an all India basis. Leo Kids is an outlet which will cater exclusively to kids from ages 6 to 15 years and will merchandise all the needs of the kids including clothes, toys, accessories, chocolates, books, CDs, DVDs, Games, Sports items, bi-cycles, etc. it will also have an exclusive kids restaurant and a separate play area. Leo Kids has appointed you as their Marketing-Head. Your first task is to devise a complete communication strategy with IMC perspective. The franchise store is to be launched in all metros and major “A” class cities initially.

Questions:

(a) Develop a brand strategy for Leo Kids. (5)

(b) Develop Advertising Strategy for the outlet. (5)

(c) Develop a Sales Promotion Strategy (5)

[ SECTION – II ]

Q.3. Mention the 5- M’s of advertising & explain each in detail with a suitable example. (10)

Q.4. Define IMC. Explain the process of IMC with a suitable example. (10)

Q.5. How to test advertisement effectiveness? Elaborate pre-testing and post-testing methods (10)

Q.6. SHORT NOTES:

a. Push and Pull strategies (5)

b. DAGMAR (5)

Admission for TYBMS Sem VI in progress, batches commencing from Nov. 12.