Download "Management Studies: Advertising and Brand Management" Question Paper of B. Com (Bachelor of Commerce) 3rd Semester Previous Years for Students.

B. Com. (Bachelor of Commerce) (Hons.) 
3rd Semester
BCH-309: 
Management Studies: Advertising and Brand Management

Time allowed: 3 Hours] [Max. Marks: 80

NOTE: Attempt four short answer type questions from Section-A. Attempt two questions each from Section B and C respectively.

Section - A

1. Attempt any four of the following:-

a) Explain the relevance of strategy in advertising.

b) What role does advertising play in the economic development of India? Explain in brief.

c) Write a note on the determination of the target audience.

d) Brand Image Vs. Brand Personality.

e) Highlight the significance of information in brand management. f) Explain brand pyramid.

Section - B

II. Explain in detail the process and role of communication in marketing programme.

III. What do you understand by advertising effectiveness? What techniques are followed for measuring the effectiveness of advertising?

IV. Explain the various key factors that play a major role to make advertising successful. 

V. What do you understand by media planning? Explain different sources of information under media planning.

Section-C

VI. How an organizations build strong brands? Critically evaluate the importance of brand equity.

VII. Critically discuss the statement. "There is actually a difference between a product and a brand".

VIII. With the help of examples discuss the ways in which an organization can reposition a product in the market?

IX. Critically evaluate the use of publicity and celebrity endorsement in the process of brand building.