Advertising and Sales Promotion Question Paper May' 2015
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) Pull
promotion blend stresses on
(1) Impersonal
selling.
(2) Personal
selling.
(b) Sales
promotion refers to ____ efforts.
(1) Personal.
(2) Other
than personal.
(c) DAGMAR
model was developed in the year
(1) 1950
(2) 1952
(d) Exhibition
is also known as
(1) Trade
show.
(2) Window
display.
(e) Mural
refers to ____ media.
(1) Direct.
(2) Outdoor.
(f) Explicit
communication is in the nature of
(1) Non-verbal.
(2) Verbal.
(g) Missionary
copy aims at
(1) Propaganda
for the product.
(2) Educating
the public.
(h) Sales
promotion is an integral part of the
(1) Marketing
mix.
(2) Promotional
mix.
2. (a)
Discuss the factors which contribute to the rapid growth of sales promotion in
consumer market. 11
Or
(b) Explain the various sales promotional schemes used at
consumer level.
3.
(a) Define the concept of promotion mix. What
are the determinants of promotion mix? 11
Or
(b) Discuss the four steps of message design used in
advertising as a communication tool.
4.
(a) Explain various classes of advertisement
copies with examples. 11
Or
(b) Write a note on the emerging media trends with special
reference to magazine boom and media marketing.
5. Write
short notes on any four of the following: 4x4=16
(a) Travelling
display.
(b) Indoor
media.
(c) Promotional
decision.
(d) Decision
making of advertising programme.
(e) Marketing
communication.
(f) Headlines.
6. (a)
What are the functions carried out by an advertising agency? What service does
it render to the clients? 11
Or
(b) Discuss the points that you will consider for selecting an
advertising agency for marketing your product.
Also Read:
7. Distinguish
between any two of the following: 6x2=12
(a) Advertising
and Publicity.
(b) Dealer
promotion and Consumer promotion.
(c) Marketing
and Selling.
(d) Push
promotion strategy and Pull promotion strategy.