Veer Bahadur Singh Purvanchal University 2009-5th Sem B.B.A Business Administration >>ester>>Advertising and Brand Management - Question Paper

Time:Three Hours]
[Maximum Marks:70
Subject:Advertising and Brand Management

Note:Attempt any 5 ques..All ques. carry equal marks.

1.Define advertising. explain the social and economic benefits of advertising.

2.What are the functions carried out by the advertising agency? provide the organization structure of a typical advertising agency.

3.What is Marketing Communication? explain the different elements of communication process.

4.What is the role of integrated marketing communication?

5.What are the various kinds of media available to advertisers? discuss the strengths and weakness of broadcast media.

6.How can advertisers use internet to their advantage?

7."Advertising creativity is disciplined creativity."
explain this statement with examples.

8.What is advertising copy? Hows is it written?

9.What is meant by brand equity? elaborate its advantages to marketers?

10.Write short notes on any 2 of the following:
(a) Perceptual mapping
(b) '5m's' approach of advertising
(c) Advertising Research
(d) Advertisement campaign.

Earning:   Approval pending.