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    Jolly Sushma
    This document appears to be exam instructions for a Master of Business Administration program's Consumer Behavior examination. It provides details on the exam such as its date, duration, maximum marks, and instructions to answer 4 out of the 5 questions provided. The questions cover topics like understanding consumer behavior and its importance for fast-moving consumer goods, different types of advertising, the advertising process and how it stimulates demand, understanding advertising campaigns and their role in product positioning and repositioning, and short notes on product mapping, media selection, brand characteristics, brand personality, and packaging/labeling.

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    Advertising

    Uploaded by

    Jolly Sushma
    16 views1 page
    This document appears to be exam instructions for a Master of Business Administration program's Consumer Behavior examination. It provides details on the exam such as its date, duration, maximum marks, and instructions to answer 4 out of the 5 questions provided. The questions cover topics like understanding consumer behavior and its importance for fast-moving consumer goods, different types of advertising, the advertising process and how it stimulates demand, understanding advertising campaigns and their role in product positioning and repositioning, and short notes on product mapping, media selection, brand characteristics, brand personality, and packaging/labeling.

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    This document appears to be exam instructions for a Master of Business Administration program's Consumer Behavior examination. It provides details on the exam such as its date, duration, maximum marks, and instructions to answer 4 out of the 5 questions provided. The questions cover topics like understanding consumer behavior and its importance for fast-moving consumer goods, different types of advertising, the advertising process and how it stimulates demand, understanding advertising campaigns and their role in product positioning and repositioning, and short notes on product mapping, media selection, brand characteristics, brand personality, and packaging/labeling.

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    © All Rights Reserved
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    16 views1 page

    Advertising

    Uploaded by

    Jolly Sushma
    This document appears to be exam instructions for a Master of Business Administration program's Consumer Behavior examination. It provides details on the exam such as its date, duration, maximum marks, and instructions to answer 4 out of the 5 questions provided. The questions cover topics like understanding consumer behavior and its importance for fast-moving consumer goods, different types of advertising, the advertising process and how it stimulates demand, understanding advertising campaigns and their role in product positioning and repositioning, and short notes on product mapping, media selection, brand characteristics, brand personality, and packaging/labeling.

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    © All Rights Reserved
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    of 1

    DEPARTMENT OF MANAGEMENT, IPS ACADEMY

    Master of Business Administration (MBA) EXAMINATION


    Examination January-2013
    Consumer Behavior
    Time: 2 hour
    Max. Marks: 80
    Note: Answer any 4 questions. Each question in this section carries
    20 marks.

    1. What do you understand by consumer behavior . Way is it necessary to know


    consume behavior discuss in light of FMCG products
    2.
    2.

    What are the different types of advertising?

    3. Explain the advertising process. How advertising acts as an medium of


    stimulating the primary &
    Secondary demands.
    4. What do you understand by campaign? How advertising act as an important
    tool of positioning and
    repositioning the product.
    5

    Write short note on any 4:


    (a) Product & brand perceptual mapping
    (b) Media selection and scheduling
    (c) Brand characteristics
    (d) Brand personality
    (e) Packaging & Labeling

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