Special Study in Marketing Most Important Questions 2013

SPECIAL STUDY IN MARKETING

UNIT 1

1. Explain in detail with examples various factors affecting Consumer Behaviour.
2. What is the role of various family members in influencing Consumer Behaviour?
3. Write short notes on: (a) Maslow’s Hierarchy of Needs. (b) Mc Cleland’s Theory. (c) Concept of Age and Family Life Cycle. (d) Stages in Adoption Process. (e) Diffusion of Innovation.

UNIT 2

1. How does a company decide on the Advertising Budget?
2. Explain the organizational structure of an Advertising Agency with their functions. What are the various ways by which an Advertising Agency gets compensated for its work from Clients?
3. What is the role of Integrated Marketing Communication (IMC)? Do you think it can be more effective than conventional approaches to communicate with consumers?
4. Explain the 5 M’s of Advertising.
5. Write short notes on: (a) Traditional Response Hierarchy Models. (b) Concept of DAGMAR. (c) Principles of effective Copy Writing.

UNIT 3

1. What are the factors that Media Planners must consider while formulating the Media Plan?
2. Explain various Media Scheduling strategies. Explain the importance of Reach and Frequency.
3. Write a short note on: (a) GRP. (b) CPRP. (c) BDI. (d) Support Media (e) Media Research (f) Pretesting methods for measuring the advertising effectiveness.

UNIT 4

1. What is the importance of Branding? Describe various factors for developing Brand Image.
2. Explain the factors that determine Brand Equity.
3. Explain with examples various Sales Promotion tools for consumers.
4. Define Brand Essence, Brand Identity and Brand Fatigue.