Question Paper Unsolved -special Study In Marketing

Special Study in Marketing April – 2002 60 Marks Note:

(1) Section I is compulsory. (2) Attempt any three questions from Section II (3) Answer-books to both sections must be tied together..

Section — I (1) Answer the following question briefly. (not more than 5/6 lines): (a) (b) (c) (d) (e)

(10)

What are the five Ms of advertising? Explain any one method of determining an advertising budget. What is an advertisement brief? Explain USP with an example. What is the role of PR in developing a corporate image?

(2) Case Study: ESCAPE STORE The boardroom was filled with the voice of Marketing manager, Ashutosh Kant. (20) He was addressing the meeting of senior manager of Escape, “The last three months were spent by our market research team in finding out the reasons and patterns of sales at stores. Let me emphasize that retail sale is showing growth all over the country and in the process, competition is intensifying. We can no longer afford to sit and relax, instead we need to put ourselves fully to retain our market leadership”. Three facts revealed by the survey were particularly disturbing. 1)

People found Escape service staff bordering an aggressiveness and not really helpful as they were never left to browse.

2)

Children got bored and hence parents often left the store within minutes after finishing essential shopping. They never browsed or spent leisure time at Escape stores which could otherwise help promote sales.

3)

With many choices available in the market consumers stopped treating Escape stores as unique and exclusive anymore. Mr. Rehman, an entrepreneur, had set up a garment shop in one of Delhi’s busy

market areas about 10 years ago. He realized that to attract customers, he must do something new. With this in mind, he chalked out a massive plan to open a chain of stores called Escape. some major features of his store were: 1) 2)

Complete dress range for kids, parents and teenagers. Full accessories for women and men in footwear, purses, jewellery and cosmetics.

3)

A play centre where kids could spend time when the parents shopped.

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Special Study in Marketing

Special Study in Marketing April – 2002 60 Marks The Stores were opened at two locations in Delhi on an area of 7000 sq. feet each. Within six months, the shops became popular and the business grew rapidly and in three years the turnover crossed Rs. 6 crores. The promotion plans included advertising in newspapers and through cable operators. The store also conducted festivals such as children’s carnival, valentine special, etc., to attract crowds. Stress on store ambience was high as Rehman wanted to create an image of a complete shopping experience for the entire family. The sales staff was carefully selected and trained to promote, not push, any product and to encourage customers to browse through. The women’s section was given a feminine touch and men’s section had polished wood and leather all over. The garments, the accessories and the gifts were displayed in large racks and full-length mirrors were placed in multiple places. Sales staff present on all the three floors often advised the customers but never showed around everything. The kids section included garments, toys, books and was manned by more staff. Play centre for the kids was a major attraction. The parents could safely leave their children in the place, situated on the ground floor itself. The place had separate sections of toys and books and was supervised by trained staff. The parents, therefore, could leave the children and shop in a relaxed manner. This concept was appreciated by customers and became one of the major attractions for them. The stores were one of a kind in early 1990s and grew rapidly. New sections on books, gifts and handicrafts were launched gradually and at any time the stores had more than 200 categories of products. During this time, the competition started intensifying as three similar ventures were launched in the city. This didn’t bother Rehman much, because

he felt he had built an image of Escape being the

ultimate store. By 1996, multi-storey, one stop stores become the trend in Delhi and many such stores came up. Rehman had expanded his stores in three other cities as well and the turnover had grown to more than Rs. 40 crores. The total manpower of the company rose to 500 and several new management and non-management cadres were introduced in the company. Last year during Diwali festival season, the store attracted nearly 40,000 customers in the entire month. This worried Rehman as it was almost 20 per cent less than their estimates. His marketing manager, after long discussions, hired a market research firm to study the buying patterns and preferences of people walking in the store. Questions: 1) Determine the advertising objectives for the Escape stores. 2) What message and media strategy would you recommend?

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Special Study in Marketing

Special Study in Marketing April – 2002 60 Marks

Section — II (3) What is a brand image? How is it developed?

(10)

(4) Suggest the most suitable specific medium with reasoning for the following products:

(10)

(a) (b) (c) (d)

Premium Bathing Soap. A luxury car costing more than Rs. 5 lakhs. A housing finance scheme for retired persons. A time share holiday resort.

(5) As a coordinator of the youth festival of your college, draft a direct mail letter, to sponsors inviting sponsorships (identify at least five sponsors).

(10)

(6) Explain in details, various methods of evaluating the effectiveness of an advertising campaign.

(10)

(7) Write short notes (any two): (a) (b) (c) (d)

Media Research. Positioning strategies. Organisation structure of an ad agency. Any three methods of Consumer Promotion.

(10)

Special Study in Marketing April – 2003 Note:

60 Marks

(1) Section 1 is compulsory. (2) Attempt any three questions from Section II (3) Question No: 1 in Section 1 carries 10 marks. Question No. 2 in Section 1 carries 20 marks. (4) Each question in Section II carries 10 marks. (5) Both sections to be written in the same answer-book.

Section — I (1) Answer in brief: (a) (b) (c) (d) (e)

(10)

Define Communication. Advertising Agency. Define DAGMAR. Reach, frequency. Role of PR in corporate image.

(2) Case Study: THE DREAMS The office of RXL Ltd. wore a deserted look. The marketing manager, all six regional managers and product managers were busy in a brainstorming session of a faraway location in Kerala. The main reason behind this session was to identify the future course of action for their products-mattresses and pillows-marketed under the brand name Dreams. The issue was to decide the approach for the six month long promotion drive to be launched next month. The company is one of the largest manufacturers operating at a national level in the market of mattresses. The retail market of branded products is estimated to be Rs. 100 crores and unbranded market is in the tune of Rs. 400 crores. The market is growing at rate of around 10 per cent per annum in urban areas and 18 per cent in rural areas. At present there are six branded products in the market and Cure is the market leader with 25 per cent market share. ‘Dreams’ is in the middle of the rung with around 14 per cent market share. Besides these two brands, several local and regional brands operate in the market and the market is quite competitive. The company RXL Ltd., is based in Chennai and its product range includes mattresses, pillows, carpet-inlays, wall panels, foot mats and other products. The manufacturing facility is located 30 kilometers from Chennai and boasts of an ultramodern factory and storage set-up. The head office is in Chennai and six regional offices are located in all major cities, i.e. Bangalore, Calcutta, Delhi, Chandigarh, Jaipur and Mumbai.

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Special Study in Marketing

Special Study in Marketing April – 2003 60 Marks The company sells about 30 per cent of its products to institutions such as hospitals, hotels and resorts and government bodies. Large sales volume comes from the southern and western parts and some comes from the rest of the country. Besides this, the mattresses, pillows and carpet-inlays are sold in retail through dealers in around sixty cities all over the country. Presently, the company has around 100 dealers who are looked after by the regional offices. The company started to advertise in print and radio in 1990. The advertising theme highlighted features of the products, both in print and radio. About five years back, the company had offered a unique feature, i.e. a guarantee card which ensured protection against duplicate products. The company also used sales promotion to augment the efforts of advertising and dealer efforts. Some promotional schemes offered gifts such as towel, bedsheet, or pillow with mattresses. All these promotion schemes affected the company’s bottom line and did not find very enthusiastic response from dealers. The company thus needed a new platform to highlight its new campaign. A six month promotional campaign is to be launched with equal mix of print advertising, consumer sales

promotion and a

dealer promotion

scheme. The marketing

manager wishes to select a theme to portray the ads. The entire advertising campaign is to be based on this theme selected by you and hence it is very important to choose an appropriate theme. Questions: (a) Plan an advertising strategy for the product. Justify your choice of media and the theme. (b) Write three appeals you propose should be used in the campaign. (c) Suggest a sales promotion design for consumers. (d) Develop a dealer promotion scheme.

(5) (5) (5) (5)

Section — II (3) What is “Integrated Marketing Communication”? Explain its forms, characteristics, advantages and disadvantages? (4) What do you understand by copywriting? Explain the qualities of an effective copy?

(10) (10)

(5) How does one measure effectiveness of advertising?

(10)

(6) What must media planners consider before they begin?

(10)

(7) Mention the 5 M’s of advertising and explain each in detail?

(10)

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Special Study in Marketing

Special Study in Marketing April – 2004 Note:

60 Marks

(1) Q.Nos 1 and 2 in Section 1 are compulsory. (2) Attempt any three questions from Section II (3) Figures to the right indicate maximum marks.

Section — I (1) Answer in brief:

(10)

(a) Distinguish between a marketing objective and a communication objective with an example. (b) What is copy platform? (c) What are the criteria for advertisability of a product? (d) Define Gross Rating Point and CPM. (e) “If awareness does not affect sales, why bother to measure it? If it does have a close relationship to the sales, why not measure sales directly?” Comment. (2) MAZDA GETS MOVING: Mazda has been selling cars and trucks in the highly competitive US market for more than three decades. Its various models have received high marks from consumers in areas such as styling, performance, reliability and value. The sporty models like Rotary Engine RX—7 and Miata Roadster helped the company sell nearly 4 lakh vehicle per year in the US during the period 1980 to 1993. However during mid—90’s, Mazda embarked on an ill-conceived expansion including 6 new models in less than a year and there was a lack of focus in its marketing and advertising plans. From 1994 to 1997, Mazda’s US sales dropped nearly 70%, reaching an all time low in 15 years. The new President of Mazda said, he found an inefficient company with an “image that was bouncing all around”. Most of the ads for various models touted the prices and functional features with little attention being given to image and positioning. A change in marketing strategy and advertising philosophy was inevitable to regain its strong position. To begin its recovery, a new marketing strategy was developed that called for Mazda to refocus its efforts and target a younger generation of drivers who appreciate cars with sporty features and want to make a statement about themselves with their cars. Mazda recruited a new agency, ‘Doner and Co’. The new agency was given the task of building an image that would capture Mazda’s overall personality and set its vehicles apart from others. It was also asked to develop a theme that could be used for Mazda brand rather than trying to establish a separate image for each model.

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Special Study in Marketing

Special Study in Marketing April – 2004 60 Marks Doner developed a simple but powerful slogan for Mazda “GET IN. BE MOVED”. The slogan is seen as more than just a tagline it is a brand promise. Mazda’s Marketing Manager notes, “Its an invitation to the consumer, a motivation and a promise that you come to Mazda, you get in and we promise that you will be moved by what our cars have to other”. Mazda uses T.V., Radio, Magazines, Newspapers, Billboards, Internet, etc. for its ads. It sponsors motor sports, offers sales promotion incentives for dealers and sales force. Publicity is generated through press releases and PR activities as well as product placement in movies and T.V. shows. In essence, it is a major departure from the traditional advertising and other promotional activities. In fact, it is using integrated marketing communications approach. It is an excellent example of a well—planned and executed marketing communications strategy. It also provides a new direction with respect to the changing roles of advertising and other forms of promotion in the modern world of marketing. The new, “GET IN. BE MOVED” campaign helped in higher sales during 2000 and 2001. Mazda appears to be on the move once again. In the process, Doner gets moved as the agency has breathed new life into Mazda. Questions:

(3)

(a) Why did the advertising themes fail during mid—90’s? (b) How did the new agency Doner breathe new life into Mazda?

(5)

(c) “GET lN. BE MOVED” is a brand promise. Elaborate. (d) Taking cue from Mazda’s success, justify the critical role of integrated marketing communications.

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(7)

(5)

Special Study in Marketing

Special Study in Marketing April – 2004 60 Marks

Section — II (3) (a) Explain the function of an Advertising Agency. (b) Draw an Organization chart of your choice for an Advertising Agency.

(6) (4)

(a) Explain the terms-Brand image, Brand personality and Brand essence. (b) Describe any seven positioning strategies with suitable examples.

(3) (7)

(a) State two advertising objectives based on “ATTITUDE”. (b) Explain the persuasion Matrix. Highlight the importance of source and message factors.

(3) (7)

(a) What do you mean by Advertising budget and appropriation? (b) What are the factors to be considered while setting an advertising budget? (c) Explain any two methods for determining the advertising budget.

(2) (3) (5)

(4)

(5)

(6)

(10)

(7) Write short notes on any three: (a) Pre and Post Testing of a (b) Media planning. (c) Outdoor advertising. (d) DAGMAR Model. (e) Sales Promotion Tools.

copy.

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Special Study in Marketing

Special Study in Marketing April – 2005 60 Marks Note:

(1) Q.Nos 1 and 2 in Section 1 are compulsory. (2) Attempt any three questions from Section II (3) Figures to the right indicate maximum marks.

Section — I (1) Answer in brief:

(10)

(a) Explain the concept of “GREAT IDEA” with an example. (b) Mention five major decisions/ steps required for developing an Advertising programme. (c) “Promotion and Sales Promotion are two terms that often create confusion in the advertising and marketing fields”. Clarify the distinction between these two terms. (d) Name the seven positioning strategies with an example for each of them. (e) “If you are lucky enough to write a good advertisement, repeat it until it stops pulling” (Ogilvy). Comment. (2) Case Study: In 1983, Apple Computer was planning the introduction of Macintosh PC: to take on IBM. Apple’s strategy called for the introduction of the Macintosh to be a major event that would generate immediate support for the new product. The ad agency, Chiat/Day’s, was given the creative challenge of coming up with a blockbuster idea that would result in a dramatic commercial to introduce the Mac. Chiat/Day’s team developed a commercial based on the concept of Big Brother (purportedly symbolizing IBM) from George Orwell’s classic novel 1984, who castigated communism with big brother attitude. The ad used stark images of Orwell’s dystopia (life is extremely bad because of deprivation or oppression or terror due to communism) and a dramatic scene of a young woman throwing a mallet (wooden hammer) through a movie screen to destroy the controlling force. More than $500,000 was spent to produce the “1984” commercial. When the commercial was first shown at annual sales meeting in October 1983, there was stunned silence followed by a 15 - minute standing ovation. Apple was ready to showcase the 60-second commercial in two spots during the 1984 Super Bowl that would cost $500,000 each. But there was one problem - getting approval from Apple’s board for the avant-garde ad and the million-dollar media purchase. The board thought the commercial was too controversial and might be detrimental to Apple’s image, particularly in the business market.

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Special Study in Marketing

Special Study in Marketing April – 2005 60 Marks The cost-conscious board also thought the Super Bowl

rates

were

too expensive and asked the agency to sell off the two spots. The agency could sell one spot, and the offer for the second spot was not attractive. Two days before the game, Apple board reluctantly approved airing the commercial after a great deal of persuasion by the agency for the second spot. The Super Bowl is the biggest football game of the year, in USA, a premier marketing event. It draws the largest TV audience, its appeal spans various age groups, regions and it is seen in more than 60 countries. It is one occasion where as much attention is paid to commercials as to the program and the spots receive enormous amount of hype and publicity and its exorbitant cost could be matched by huge viewing audience. The Super Bowl showing of “1984” was the only time it ever appeared as a commercial spot on network TV. The impact of the ad was tremendous. Most importantly, the ad helped Apple achieve a built in. Many view the Macintosh PC as one of the most significant new products ever introduced, since it revolutionized personal computing and transformed the production of graphics around the world. The “computer for the rest of us” is also credited with helping to bring computing power to the people. Questions: (a) “Advertising New Macintosh on a Super Bowl was indeed a famous cutting edge creative work and a bold initiative”. Critically evaluate the role and contribution of the agency and the Apple’s board. (b) How did Apple’s bold “1984” commercial score on all fronts?

(8) (4)

(c) “1984” commercial was perhaps the beginning of integrated marketing communications. Elaborate:

(4)

(d) Even breakthrough technology like New Macintosh had to be backed up perhaps by the greatest TV commercial of all time. Justify the role and importance of advertising.

(4)

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Special Study in Marketing

Special Study in Marketing April – 2005 60 Marks

Section — II (3) (a) What are the factors to be considered while selecting an Advertising agency? (b) Why and how would you like to evaluate an Advertising agency?

(5) (5)

(a) Explain the terms copy writing, illustration and layout. (b) Explain the criteria for writing an effective Copy.

(5) (5)

(a) Define Brand essence, Brand identity and Brand fatigue. (b) Describe various factors which help develop a Brand Image.

(5) (5)

(4)

(5)

(6) (a) How do Advertising and Sales Promotion complement each other? (b) Explain any four sales promotion tools. (7) Write short notes on any three: (a) (b) (c) (d) (e)

(10)

Media Planning. Scope of Media Research. Outdoor Advertising. Corporate Advertising. DAGMAR.

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(5) (5)

Special Study in Marketing

Special Study in Marketing April – 2006 60 Marks Note:

(1) Q.Nos 1 and 2 in Section 1 are compulsory. (2) Attempt any three questions from Section II (3) Figures to the right indicate maximum marks.

Section — I (1) Answer in brief: (a) (b) (c) (d) (e)

(10)

Define Public Relations. What is a media vehicle? Give an example of print media vehicle. What are GRP and TRP? What is pulsing and fighting in media planning? What is an “Account” for an Advertisement Agency?

(2) Case Study: Leo Kids is an exclusive retail outlet, which is to be launched on franchise basis on an all India basis. Leo Kids is an outlet which will cater exclusively to kids from ages 6 to 15 years and will merchandise all the needs of the kids including clothes, toys, accessories, chocolates, books, CDs, DVDs, Games, Sports items, bi-cycles, etc. it will also have an exclusive kids restaurant and a separate play area. Leo Kids has appointed you as their Marketing-Head. Your first task is to devise a complete communication strategy with IMC perspective. The franchise store is to be launched in all metros and major “A” class cities initially. Questions: (a) Develop a brand strategy for Leo Kids.

(5)

(b) Develop Advertising Strategy for the outlet.

(5)

(c) Develop a Sales Promotion Strategy.

(5)

(d) Explain the importance of IMC and how you will integrate the different IMC components at Leo Kids.

(5)

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Special Study in Marketing

Special Study in Marketing April – 2006 60 Marks

Section — II (3) As a Marketing — Head, how would you select and evaluate an Ad Agency?

(10)

(4) “A brand is not just a name or a logo. It is a promise to the customer”. Discuss in detail.

(10)

(5) “Media plan is the guide for media selection”. Do you agree? Justify your answer.

(10) (10)

(6) What are the different methods for setting up Ad. Budgets? (7) Write short notes on any two:

(10)

(a) Radio as a media. (b) Client Servicing. (c) Any two methods of advertisement agency compensation.

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Special Study in Marketing

Question Bank from ManagementParadise.com All the Important Questions already get covered in the past board papers. For more questions, refer to http://www.managementparadise.com/forums/t1690-question-bank-sem-62006-.html