Advertising and Sales Promotion Question Paper May' 2017
COMMERCE (Speciality)
Courses: 602 (Advertising and Sales Promotion)
Full Marks: 80
Pass Marks: 32
Time: 3 hours
The figures in the margin indicate full marks for the questions
(a) Advertising
is an integral part of our economic and social life.
(b) Institutional
advertising is aimed to sell a specific product.
(c) An
advertising media is a means of delivering a definite message to the concerned
person.
(d) Advertising
copy has no sentimental value.
(e) Emotional
appeal may be positive or negative.
(f) The
first advertising agency was started by Charles Lamb.
2. Write
short notes on any four of the following: 4x4=16
(a) Legal
and ethical aspects of advertisement.
(b) Advertising
communication system.
(c) Copywriting
of advertisement.
(d) Advertisement
message.
(e) Outdoor
media.
(f) Development
of advertising programme.
3. (a)
Develop segmentation strategies and selection of an advertising media for the
following marketing institutions: 5x2=10
(1) Large
retail store.
(2) Manufacturers
of electronic calculators.
Or
(b) “Money spend on advertising is wasteful.” Do you agree?
Give reasons. 10
4.
(a) Define the term ‘advertisement’. Explain the
different types of advertisement. 2+10=12
Or
(b) Discuss the benefits of advertisement to different groups
in the modern economic world. 12
5. (a) Explain the different steps involved in
advertising planning and decision making. 12
Or
(b) Mention the different types of advertising media and
discuss the advantages and disadvantages of any one of them. 2+5+5=12
6.
(a) What is meant by advertisement copy? Explain
the different classifications of copy in brief. 2+10=12
Or
(b) What do you mean by advertising appeal? Give a detailed
note on message. 6+6=12
7.
(a) Explain the different roles and functions of
an advertising agency. 12
Or
(b) Discuss the functions of the Advertising Department of a
large manufacturing enterprise. 12
(Old
Course)
Full
Marks: 80
Pass
Marks: 32
1. Answer
the following as directed: 1x8=8
(a) Advertising
is a personal paid message of mass communication. (Write True or False)
(b) Advertising
supplements selling activities. (Write True or False)
(c) Commercial
advertising is aimed to develop the image of the producer. (Write True or
False)
(d) Newspaper
advertising is a waste where masses are illiterate. (Write True or False)
(e) The
advertising copy should arouse
(1) Customers’
interest.
(2) Advertisers’
interest.
(Choose the
correct option)
(f) The
first advertising agency came into existence in the year
(1) 1841
(2) 1800
(Choose the
correct option)
(g) Buying
allowance is offered to
(1) Customers.
(2) Dealers.
(Choose the
correct option)
(h) ‘Smoking
is injurious to health’ is a
(1) Negative
appeal.
(2) Positive
appeal.
(Choose the
correct option)
2. Write
short notes on any four of the following: 4x4=16
(a) Push
and pull advertising.
(b) Ethics
and truth in advertising.
(c) Exhibition
and demonstration.
(d) Persuasive
advertising.
(e) Layout
of advertising.
3. (a)
What do you mean by marketing communication? Describe the process of
communication in marketing. 3+8=11
Or
(b) Explain the different steps involved in development of
advertising programme for marketing of a product. 11
4.
(a) “Advertising plays very significant role in
the economic development of a country.” do you agree? Give reasons and enlist
various benefits of advertising. 11
Or
(b) Discuss the common objectives against modern
advertisements. Give suggestions to improve it. 11
5.
(a) What is advertisement appeal? Describe about
the different classifications of advertising appeals. 2+9=11
Or
(b) Give the meaning of advertising media. What factors would
you keep in mind while selecting the media of advertising? 2+9=11
Also Read:
6.
(a) What is meant by an advertising agency?
Explain the different roles played by an advertising agency. 2+9=11
Or
(b) Describe the relationship between an advertising agency
and the client. 11
7.
(a) What is sales promotion? Explain the nature
and functions of sales promotion. 2+10=12
Or
(b) Explain the various methods of consumer sales promotion
adopted by the marketers. 12