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): (10)

(a) What are the five Ms of advertising?

(b) Explain any one method of determining an advertising budget.
(c) What is an advertisement brief?
(d) Explain USP with an example.
(e) 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) Complete dress range for kids, parents and teenagers.

2) 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
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
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 (10)
products:

(a) Premium Bathing Soap.

(b) A luxury car costing more than Rs. 5 lakhs.
(c) A housing finance scheme for retired persons.
(d) A time share holiday resort.

(5) As a coordinator of the youth festival of your college, draft a direct mail letter, to (10)
sponsors inviting sponsorships (identify at least five sponsors).

(6) Explain in details, various methods of evaluating the effectiveness of an advertising (10)
campaign.

(7) Write short notes (any two):

(10)
(a) Media Research.
(b) Positioning strategies.
(c) Organisation structure of an ad agency.
(d) Any three methods of Consumer Promotion.
 Special Study in Marketing 60 Marks

April – 2003

Note:
(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: (10)

(a) Define Communication.

(b) Advertising Agency.
(c) Define DAGMAR.
(d) Reach, frequency.
(e) 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 far-
away 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
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 (5)
the theme.
(b) Write three appeals you propose should be used in the campaign. (5)
(c) Suggest a sales promotion design for consumers. (5)
(d) Develop a dealer promotion scheme. (5)

Section — II
(3) What is “Integrated Marketing Communication”? Explain its forms, characteristics, (10)
advantages and disadvantages?
(10)
(4) What do you understand by copywriting? Explain the qualities of an effective copy?

(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
April – 2004 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) 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
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?
(7)
(b) How did the new agency Doner breathe new life into Mazda?
(5)
(c) “GET lN. BE MOVED” is a brand promise. Elaborate.
(5)
(d) Taking cue from Mazda’s success, justify the critical role of integrated marketing
communications.

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 Special Study in Marketing
April – 2004
60 Marks

Section — II
(3)
(a) Explain the function of an Advertising Agency. (6)
(b) Draw an Organization chart of your choice for an Advertising Agency. (4)

(4)
(a) Explain the terms-Brand image, Brand personality and Brand essence.
(3)
(b) Describe any seven positioning strategies with suitable examples. (7)

(5)
(a) State two advertising objectives based on “ATTITUDE”. (3)
(b) Explain the persuasion Matrix. Highlight the importance of source and message (7)
factors.

(6)
(a) What do you mean by Advertising budget and appropriation?
(2)
(b) What are the factors to be considered while setting an advertising budget? (3)
(c) Explain any two methods for determining the advertising budget. (5)

(7) Write short notes on any three: (10)

(a) Pre and Post Testing of a copy.

(b) Media planning.
(c) Outdoor advertising.
(d) DAGMAR Model.
(e) Sales Promotion Tools.

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 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
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 (8)
edge creative work and a bold initiative”. Critically evaluate the role and
contribution of the agency and the Apple’s board.
(4)
(b) How did Apple’s bold “1984” commercial score on all fronts?

(c) “1984” commercial was perhaps the beginning of integrated marketing (4)
communications. Elaborate:

(d) Even breakthrough technology like New Macintosh had to be backed up (4)
perhaps by the greatest TV commercial of all time. Justify the role and
importance of advertising.

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 Special Study in Marketing
April – 2005
60 Marks

Section — II
(3)
(a) What are the factors to be considered while selecting an Advertising agency? (5)
(b) Why and how would you like to evaluate an Advertising agency? (5)

(4)
(a) Explain the terms copy writing, illustration and layout.
(5)
(b) Explain the criteria for writing an effective Copy. (5)

(5)
(a) Define Brand essence, Brand identity and Brand fatigue. (5)
(b) Describe various factors which help develop a Brand Image. (5)

(6) (5)
(a) How do Advertising and Sales Promotion complement each other?
(5)
(b) Explain any four sales promotion tools.

(7) Write short notes on any three:

(10)
(a) Media Planning.
(b) Scope of Media Research.
(c) Outdoor Advertising.
(d) Corporate Advertising.
(e) DAGMAR.

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 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: (10)

(a) Define Public Relations.

(b) What is a media vehicle? Give an example of print media vehicle.
(c) What are GRP and TRP?
(d) What is pulsing and fighting in media planning?
(e) 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 (5)
components at Leo Kids.

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 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 (10)
detail.
(10)
(5) “Media plan is the guide for media selection”. Do you agree? Justify your answer.

(6) What are the different methods for setting up Ad. Budgets? (10)

(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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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-6-
2006-.html