Advertising Management

BBA III Sem. (Important Questions, Session 2013-14)

Section A (Very Short Answer Questions)
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Define Advertising.
Explain the advantages and disadvantages of advertising.
Write a short note on benefits of advertising to society.
Explain Client Agency Relationship (CAR).
Distinguish between Advertising and Integrated Marketing Communication.
Explain Brand Touch Point.
Write a short note on DAGMAR approach of setting advertising objectives.
What is meant by Advertising Budget? Also give its importance in the business organisation.
What is Advertising Copy?
What do you understand by Media Mix?
Write a short note on modern form of advertising.
Differentiate between International and Local Advertising.
What do you understand by advertising effectiveness?

Section B (Short Answer Questions)

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Write a short note on role of advertising in marketing mix.

Write a short note on Promotional Advertising.
Differentiate between Advertising and Publicity.
What do you understand by Integrated Communication Mix?
Write a short note on Marketing Communication Process.
Define Branding. What is the importance of branding in advertising?
Why do the companies set their Promotional Objectives?
What are the various factors that affect the advertising budget?
Define Media Planning and its importance in advertising.
Define Advertising Media Scheduling.
What are the various types of Advertising Copy?
Define Advertising Research and its importance in advertising planning.
What is Post Testing of Advertisement?

Section C (Long Answer Questions)

1. Discuss the importance of advertising in modern business. How does it help in economic
development of a country?
2. Critically examine ethics and truth in Indian advertising. What measures are taken to ensure
these standards?
3. What do you understand by Communication Mix? Explain relevance of each element of
communication mix in todays business environment with its characteristics features.
4. Discuss the role of IMC in marketing process.
5. Describe DAGMAR approach towards setting the advertising objectives.
6. Discuss different approaches of setting advertising budget.
7. What do you mean by Ad Copy? Explain its objectives and elements.
8. Write a detail note on Advertising Media with the help of suitable example from current
business world.
9. What are the various approaches used for market testing of ads?
10. Define International Advertising. Also discuss its importance.
11. Write short notes on the followings:
(a) Marketing Communication
(c) Customised Advertising Research

(b) Branding Principles

(d) Marketing Communication Mix