Saurastra University 2006 M.B.A Advertising Management (C-4310) - Question Paper

M.B.A. (Sem. III) exam
April / May – 2006
Advertising Management (C-4310)
[New Course]
Time : three Hours] [Total Marks : 70
Instruction : All ques. are compulsory and carry equal marks.
1 discuss how the knowledge of marketing mix helps in
planning effective advertisement campaign.
2 discuss DAGMER approach in detail.
OR
2 What is visualization process ? How does it help in deciding
layout of an advertisement ?
3 What is PLC (product life cycle) ? discuss the various stages
of PLC and how it affects the advertisement programme.
OR
3 What is client agency relationship ? discuss the functions
and compensation system of an advertising agency.
4 What do you know about appeals in an advertisement ? How
does this appeal work ? discuss giving practical examples.
OR
4 How does humor work in advertising ? provide a few examples
of humor in advertising ? And distinguish in short ranging from
humor and fear in advertising.
5 explain the role of advertising in creating brand awareness,
sales, corporate image and customer loyalty.

Earning:   Approval pending.