Batch 2015-17 QP format (Kindly use Calbri font, size 12)

JAIN UNIVERSITY
MBA Batch: 2015-17 - Semester 3
EXAMINATION - DECEMBER 2016
Name of the Subject with Code:

Duration: 3 hours Max Marks: 100

All questions are compulsory

1. Answer the following question: 20 marks

(a) Explain the difference between Core target Audience and Consumption Target
Audience? How are these concepts relevant in the advertising planning process?
Explain with the help of examples (8 marks 12 marks)
Any brand will have a core target audience as well as the consumption target audience. Core
target audience contribute maximum to the brand in terms of consumption as well as
profitability.
 Or
(b) Slotting fees, by nature, are extremely controversial. What are slotting fees?
Why is it considered to be controversial? Elaborate on the retailers as well as the
manufacturers perspective on slotting fees. (5 marks 5 marks- 10 marks)
2. Answer the following question: 20 marks

(a) Explain the Means-End chain model and its relevance in advertising with the
help of examples.
 Or
(b) What is TAM and ADEX? What is the nature of data available to advertisers as
well as agencies through each of these two datasets (6 marks 14 marks)
3. Answer the following questions: 15 marks
th
On October 20 2016, Economic Times reported that beverage maker Coca-Cola
India has dropped Salman Khan as the spokesperson for Thums Up, the countrys
leading coal brand, and roped in younger star Ranveer Singh to endorse its macho
flagship brand. Evaluate the choice of Ranveer Singh as the spokesperson using the
Credibility Framework.
 4. Answer the following questions: 15 marks
What is Pre-Exposure research? Explain the challenges associated with
Pre-Exposure research. Also discuss the essential parameters you would
use to test efficacy of communication, in the case of pre-exposure research.
(5 marks 5 marks - 5 marks)

Challenges
Creative interpretation, varies from respondent to respondent
It is impossible to pre-test as it will be impossible to simulate the natural
environment in which our campaign will appear
Thirdly, it will also be impossible to simulate the effects of the passage of time
repetition of advertising, cumulative effects etc.

Parameters
 5. Case Study (Compulsory) 30 marks

Living Foodz plays on food obsession, promises fun

Living Foodz, a food and lifestyle channel, has rolled out a campaign comprising three films
conceptualised by Scarecrow Communications. The campaign reinforces the channels
philosophy of Making food fun'. All three films follow a similar pattern. In one of them, a
Detective Smith calls a lady at her home. She has hired him to trail her husband. He tells her
that her suspicion has proven right her husband was spotted with a 'hot girl' in an Italian
restaurant, sharing a pizza. To his surprise the excited lady's subsequent questions are all
about the pizza the crust, the toppings, et al. The message is: 'Obsessed with food? Watch
Living Foodz channel, Where food is fun.'

Another film in the series features a food-obsessed doctor and his patient, while a third
features a lady calling her foodie husband to inform him about her accident in his new car.
Amit Nair, business head, Living Foodz, said, Living Foodz is the undisputed leader in the
food and lifestyle genre and as we move into our second year, we will continue to live up to
our motto of Making food fun. While crafting our campaign, we zeroed in on the theme of
'Food Obsession' as this is extremely relevant and relatable to audiences across the country.
The Obsessed with Food campaign amalgamates the elements of fun and food and conveys
our channels ethos effectively. We hope to strengthen the connect with our viewers
through the campaign.

Arunava Sengupta, founder director, Scarecrow Communications, said, We wanted the TV

campaign to accentuate and take forward the brand's promise of making food fun. Hence
we consciously moved away from conventional kitchens and cooking and chose to focus on
kindling emotions that food evokes, thereby bringing a smile on people's faces.

Raghu Bhat, founder director, Scarecrow Communications, added, The reality is that
people spend a lot of time thinking of food. This campaign is a not a mere depiction but a
dramatisation of this reality. Entertainment is a key ingredient of the Living Foodz
programming recipe and therefore, the campaign uses lighthearted humor to tell stories
based on obsession with food.

Questions
Based on the caselet given above, answer the questions given below
1. Identify and elaborate on the key communication challenges the brand, Living Foodz,
faces in India. (10 marks)
1790 media channels
Entertainment options in the customers phone
Variety of local and international channels talking about food.
2. Identify and justify the Core Target audience and the Consumption Target
audience for Living Foods? (5 Marks)
Core: Housewives, professional in the F&B space
3. Based on the description of the campaign in the note above, identify the
communication objectives of the Living Foodz campaign. (5 Marks)
Breaking through all channels for viewership
 Breaking through all channels of this genre, and capturing viewership
Driving repeat viewership
4. As a student of advertising, critically evaluate the effectiveness of using
humour, especially to promote a channel where food is the hero (5 Marks)
5. In your opinion, apart from Television, which other medium should be leveraged by
the channel to broad-base viewership. Justify your choice of medium (5 Marks)