NAVIGATOR TUTORIALS
Special Studies in Marketing Question Bank
Concept Testing
1. Consumer Behaviour (3) RPH
2. Motivation (21) RPH
3. Perception (23) RPH
4. Consumer Involvement (43) RPH
5. Communication (59) RPH
6. Advertising (86) RPH
7. Media Planning (139) RPH
8. BDI & CDI (143,144) RPH
9. GRP & TRP (143,144) RPH
10. Brand (185) RPH
11. Brand Positioning (185) RPH
12. Brand image (196) RPH
13. Brand equity (199) RPH
14. USP (206) RPH
15. Public Relation (219) RPH
16. Corporate Advertising (220) RPH
17. Sales Promotion (226) RPH
18. Goals (58) V
19. Tailor made Communication (81) V
20. Audit Bureau of India (203) V
21. Model of family decision making (35)V
22. Advertising Campaign (230)V
23. Brand Fatigue (260)V
24. Brand leveraging (255)V
25. Sweep takes & Contest (305)V
26. Image v/s Positioning (278)V
27. Corporate PR (286) V
28. Logo (297)V
29. Relationship Marketing (315)V
Short Notes
a) Decision Making Model (7) RPH
b) Consumer Buying Process (8) RPH
c) Maslow’s Hierarchy of Needs (21) RPH
d) Types of Buying Behaviour (40) RPH
e) AAKERS & MYERS Communication Model (62) RPH
f) DAGMAR (81) RPH
g) Advertising Agency (105) RPH
h) Process of Media Planning (145) RPH
i) Media Research (149) RPH
j) Media Scheduling Methods (153) RPH
k) Sales Promotion tools (227) RPH
l) Importance of internet (237) RPH
m) Tools of Direct Marketing in IMC (243) RPH
n) Classification of E-Commerce (260) RPH
o) 5 M’s of Advertising (71) V
p) Communication Process (66) V
q) Agency Compensation (147) V
r) Agency Accreditation (148) V
s) Client Agency relationship (156) V
t) Buying decision process (38) V
u) Innovation (42)V
v) Adoption Process (45)V
w) Role of family members in decision making (51)V
x) Need of ad agency (136)V
y) Function of Ad agency (137)V
z) Factors considered by media planner (179)V
aa) Brand positioning and its strategy (265,269)V
LONG ANSWERS
1) Factors affecting consumer behaviour (13) RPH
2) IMC & its Components (67) RPH
3) Methods of advertising budgeting (113) RPH
4) Different types of Advertising (95) RPH
5) Testing process for advertising effectiveness (159) RPH
6) Tests for measuring effectiveness of advertising (173) RPH
7) Process of marketing communication (68)V
8) Models of communication (74)V
9) Designing the message (81)V
10) Methods in advertising budget (170)V
11) Support Media (221) V
12) Trade promotional tools (307)V
BOOKS: – Vipul Prakashan (KALE AHMED) RPH (Sunny Fernandes) BOTH THIRD EDITION
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