Ganesha Classes Special Studies in Marketing Prelims Question Paper 2014



   2 ½ Hours                                          Ganesha Classes                              Total Marks:75


N.B.:      1)      Q.1. to Q.4. having internal option.

         2)   All Questions are compulsory

         3)   Write new questions on new Page, continue sub-question from same page.




Q.1. a) Define Perception? Explain its factor                                                                                     (08)

  1. b) Write a Short notes on – Family Life Cycle.                                                             (07)




Q.1. p) Explain the various role of Family members in influencing consumer behaviours.                (08)

  1. q) Write a various stages in Adoption Process?                                                             (07)


Q.2. a)  Explain the AAKER and MYERS Communication Model.                                                  (08)

  1. b) What are the advantages of Integrated Marketing Communication?                         (07)




Q.2. p) Write Five M’s of Advertising?                                                                                              (08)

  1. q) Explain the various function of Adverting Agency.                                                 (07)


Q.3. a)  Define Media Planning? Explain the various stages of Media Planning.                               (08)

  1. b) Explain the role of Media research.                                                                                     (07)




Q.3. p) What is Effectiveness of Advertising? Explain its purpose of Testing Advertising Effectiveness.


  1. q) Explain the various method of Testing Advertising Effectiveness.                         (07)


Q.4. a)  What are the advantages and Disadvantages of Yellow pages Advertising?                        (08)

  1. b) Explain the essential for Effective testing of Advertisement.                                     (07)




  1. p) Write a short notes on – Positioning Strategies.                                                             (08)
  2. q) Define Brand Image? Explain the Strategy for Brand Image Development.             (07)


Q.5. Star private Ltd. has decided to enter the mosquito repellent market. They are to introduce a product

with new technology with will not require any coils, smoke or any liquid. It will be in a form of battery to be plugged in. It will cover a wide area. Your agency has been appointed to handle the advertising campaign:

  1. How will you position the product?             (08)
  2. What will be your media strategy?             (07)





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