B.B.A. (Three Year) DEGREE EXAMINATION, OCTOBER 2018.
End Semester Examination
Fifth Semester
(Regular/Supplementary)
Paper V ADVERTISING AND MEDIA MANAGEMENT
2 C 5405-D
Time 3 Hours Max. Marks 70
PART — A
Answer any FIVE of the following questions. 4 20 Marks)
1. Scope of Public Relations.
2. Four elements of Public Relations.
3. Components of Positioning.
4. Political advertisement.
5. Media mix.
6. Rationality of Public Relations.
7. Public Relations and Effective Communications.
8. Brand benefits.
PART — B
Answer ALL the questions. 10 50 Marks)
UNIT I
9. Describe the word Public Relations. Also explain its nature.
Or
Explain the relation and inter-relation between advertising and public
relations.
B.B.A. (Three Year) DEGREE EXAMINATION, OCTOBER 2018.
End Semester Examination
Fifth Semester
(Regular/Supplementary)
Paper V ADVERTISING AND MEDIA MANAGEMENT
2 C 5405-D
UNIT II
10. In what way public relations forms a basis for social philosophy of
management?
Or
In what way public relations form a basis for major policy decisions?
UNIT III
11. What is market segmentation? Explain its basis.
Or
Attempt the following
Brand personality
Brand management.
UNIT IV
12. Critically assess the relative merits and demerits of Ratio and TV
advertising.
Or
Attempt the following
Objections of advertising
Display.
UNIT V
13. What is creativity? Describe the role of creativity in media planning.
Or
Attempt the following
Media mix
Scheduling and scheduling patterns.