Anna Leela College of Commerce and Economics and

Shobha Jayaram Shetty College for BMS

T.Y. B.M.M. Sem VI (Internal Exam)
Duration- 40 min. Agency Management

 All the questions are compulsory.

 Figures to right indicate full marks.

Q.1. Answer in one sentence. 5 marks

1. Define ad agency.
2. What are the various types of Ad agencies?
3. Write 7P’s of services.
4. Mention any four characteristics of services
5. Specify four issues in client agency relationship.
Q.2.Answer any three of the following 15Marks
1. Describe the stages in client agency relationship.
2. Explain are the various Gaps in GAP model.
3. Clarify the role of an account planner.
4. Elucidate the structure of an advertising agency
5. What are the ways of budgeting in advertisements? Write in brief.
 Anna Leela College of Commerce and Economics and
Shobha Jayaram Shetty College for BMS
T.Y. B.M.S. Sem VI (Internal Exam)
Duration- 40 min. Media Planning and Management
MM-20

 All the questions are compulsory.

 Figures to right indicate full marks.

Q.1. Fill in the blanks /MCQ 5 marks

1. Determining the promotion budget on the basis of financial availability of capital is

characteristic of which of the following budget methods?

a) Affordable method b) percentage-of-sales method c) competitive-parity method

d) objective-and-task method

2. The firm providing marketing services such as assisting different companies in preparing,
planning, implementing and evaluating the advertising programs is called ……………..
3. "Persons who see or hear a particular program (or ad. etc.) as a percentage of the total
population.' This is the definition of______________?

a) Gross coverage
b) Coverage
c) Share
d) Rating
4. When simple message ideas become great ad campaigns. Usually the _______ and the
___________ will team up to generate many creative concepts, hoping that one of
these concepts will turn out to be the big idea.

a) Advertising specialists; art director

b) Sales promoter; copywriter
c) Advertising agency; art director
d) Copywriter; art director

5. Which is NOT an advantage of a general CONSUMER MAGAZINE advertising?

1. Low waste
2. Flexibility
3. Long message life
4. High quality production
6. The estimated number of people an advertisement reaches is called
a) Impressions
b) Metrics
 c) Segment
d) Newsstand Purchases

7. Subscriptions Media selections and scheduling decisions associated with delivering

advertising constitute a
a) Media Kit
b) Message Weight
c) Media Plan
d) Problem Solving Equation

8. Which of the following would not be involved in setting media objectives?

a) Reach
b) Geographic
c) Frequency
d) Target audience
e) Low involvement purchase decisions
9. Reach is defined as?
a) The Number of times a reader is exposed to a message
b) Insufficient exposure to the target audience
c) The total number of duplicated exposures
d) The total number of unduplicated exposures

10. Considering non-personal communication channels, radio and television are considered as

a) broadcast media
b) display media
c) online media
d) print media

Q.2. Answer any one sentence 5 Marks

1. What is meant by Media Planning?
2. Write any three roles of Media Planner.
3. Mention any two challenges of a media planner
4. Outline the definition of frequency
5. Write four elements of media planning.

Q.3.Answer any two of the following 10 Marks

1. Discuss the factors affecting media planning decision
2. Elaborate organization structure of Broadcast media.
3. Describe any three sources of Media Research.
 Anna Leela College of Commerce and Economics and
Shobha Jayaram Shetty College for BMS
S.Y. B.M.S. Sem IV (Internal Exam)
Duration- 40 min. Rural Marketing MM-20

Note-
 All the questions are compulsory.
 Figures to right indicate full marks.

Q.1. A Fill in the blanks /True or False/MCQ 5 marks

1. Rural market is a homogeneous market. (T/F)
2. Over 50% of national income is generated in rural India.
3. The greatest problem in the rural market is to reach the customer or retailer. (T/F)
4. LG Electronics have developed a customized TV for the rural Market name
……………….which was runway hit .(Sampoorna/Swaroopa)
5. The”A” corresponding to promotion in rural marketing Mix is …………………………
(Advertising/Acceptability).
B Match the following
1. Indian Rural population Joint Family
2. Shop loyalty low purchasing power
3. Price sensitivity of rural consumers Motivation of children
4. Noon meal scheme low level of literacy
5. Family Values Retailers extends credit facilities to rural
consumers

Q.2. Answer any one sentence 5 Marks

a. Define Rural Marketing
b. Mention any two features of a rural market.
c. State any two problems of rural marketing.
d. What are the four A’s of rural marketing?
e. Write any two factors affecting rural marketing
Q.3.Answer any two of the following 10 Marks
a. Differentiate between Rural & Urban Marketing.
b. Explain any three schemes of government for rural development
c. Elaborate the strategies to overcome constraints rural marketing.