Special Studies in Marketing Solved Answer Paper – 12th November 2014

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Q.1)

a) Explain the role of family members in influencing consumer behaviour.

Ans.

Refer to Social Factors – Family

b) State and explain the various types of buying behaviour.

Ans.

Explain the types of Buying Behaviour

Types of buying behaviour

c) Write a note on psychographic segmentation.

Ans.

What is Psychographic segmentation?

Refer to Market Segmentation paragraph

Q.2)

a) Explain the DAGMAR model.

Ans.

Explain The Meaning of DAGMAR

What is the Criticism with regard to DAGMAR Model?

What are the Challenges to DAGMAR?

Limitations of DAGMAR

b) Define an advertising agency and explain its functions.

Ans.

What is an advertising agency?

What are the Key Functions of an Ad agency?

Explain The Functions of Advertising Agency

c) Discuss any 3 methods of preparing advertising budget.

Ans.

What is an ad budget? Explain methods for determining an ad budget

Explain 4 Methods Of Preparing Advertising Budget

Q.3)

a) Explain the concept – i) Reach, ii) CPM, iii) Coverage

Ans.

i) Reach versus frequency

How to use reach and frequency?

ii)

iii) Write a note on Coverage norm

b) Explain any 3 post-testing methods for measuring effectiveness.

Ans.

What are the post-testing methods?

Write a note on Post-Testing?

c) Explain the various types of OOH media.

Ans.

Outdoor Advertising – Advantages & Disadvantages

How are outdoor panels produced?

Outdoor media

Q.4)

a) Write a note on Brand equity.

Ans.

Brand Equity?

Write a note on Brand Equity

b) Explain the role of relationship marketing for establishing long-term. Give relevant examples.

Ans.

What is relationship marketing?

Relationship marketing

c) Give the classification of E-Commerce.

Ans.

Explain Classification Of E-Commerce

Types of ecommerce channels

 

marketing 1 marketing 2 marketing 3

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