Advertising and Sales Promotion Question Paper May' 2018
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)
What is an ambient medium?
i.A new medium
ii.Real-estate magazine
iii.Weather-related news
iv.None of the above (Choose
the correct option)
b)
The extent to which an organization fulfils a
customer’s needs, desires and expectations is
i.Customer satisfaction
ii.Good manufacturing practices
iii.Job satisfaction
iv.All of the above (Choose
the correct option)
c)
Promotion mix includes sales promotion,
personal selling, advertising and ______.
(Fill in the blank)
d)
Newspaper advertising is a waste where masses
are illiterate. (Write True or False)
e)
At outdoor advertising, which has longer life
span?
i.Banners
ii.Painted posters
iii.Balloons
(Choose the correct option)
f)
Component parts have two markets, one is
original equipment manufacturer and the other is
i.Retail market
ii.Consumer market
iii.None of the above (Choose
the correct option)
2. (a) Discuss the major internal and
external factors involve in advertising planning and decision-making. 11
Or
(b)
Discuss the different ethical aspects of advertisement and how untrustworthy
advertisement can be controlled. 11
3. (a) What factors would you consider
while selecting an appropriate medium for advertising? Explain in detail. 11
Or
(b)
Mention the various advertising media and discuss their relative advantages and
disadvantages. 11
4. (a) What are the various elements
of a copy? Give guidelines for the presentation of headlines in a copy. Explain
the steps in copy development process. 4+8=12
Or
(b)
Explain precisely the advantages of advertising to different group of
society. 12
5. Write short notes on any four of the
following: 4x4=16
a)
Indoor advertising media
b)
Buying motives
c)
Target market
d)
Advertisement message
e)
Public service advertising
f)
Sales display
g)
Ethical aspects of advertisement
6. (a) What is an advertising appeal
and how will you classify them? Describe the essentials of advertising
appeal. 4+8=12
Or
(b) What
role does advertising play in the economic development of a country? Enlist the
benefits of advertising. 12
Also Read:
7. (a) What do you understand by the
term ‘Direct Mail’ advertising? What factors would you consider while selecting
an appropriate medium for advertising?
2+10=12
Or
(b)
Explain the economic and social perspectives of advertising. 12
(Old Course)
Full Marks: 80
Pass Marks: 32
1. Answer the following as
directed: 1x8=8
a)
When the manufacturer and retailer share the
cost of advertisement it is called
i.Cobranded advertising
ii.Cooperative advertising
iii.Co sharing advertising
iv.None of the above (Choose the correct option)
b)
Product and marketing are both fundamental
economic activities. (Write True or False)
c)
Window display is a type of promotional
advertising. (Write True or False)
d)
Advertising copy has no sentimental
value. (Write True or False)
e)
Advertising supplements selling
activities. (Write True or False)
f)
“If you buy from me, I will buy from you.”
This concept is
i.Reciprocity
ii.Imbalance of power
iii.Business to business (Choose the correct option)
g)
When performance falls short of expectation,
it is up to the marketing manager
i.To take corrective action
ii.To immediately change marketing plan and
implementing it
iii.All of the above (Choose the correct option)
h)
Emotional appeal may be positive or
negative. (Write True or False)
2. (a) Which methods of advertising
will you recommended for an existing popular product and why? Give reason. 10
Or
(b)
Explain the benefits of advertising to manufacturers, customers and
community. 10
3. (a) What do you understand by sales
promotion? Discuss its importance and objectives. 10
Or
(b)
Explain the various factors that influence the sales promotional
activities. 10
4. (a) Discuss in detail the different
traditional and non-traditional types of advertisements. Give your opinion
regarding the most effective types of advertisement. 8+4=12
Or
(b) Discuss the different legal and
ethical aspects of advertisement in India.
12
5. Write short notes on any four of
the following: 4x4=16
a)
Advertising appeal
b)
Vertical cooperative advertising
c)
Sales contest
d)
Sales promotion aids
e)
Media research
f)
Advertising budget
g)
Content of message
6. (a) Define advertisement. What
activities have been specifically excluded from advertisement? Explain the
objectives of advertising. 12
Or
(b) Define advertisement as a mass
communication. Discuss the economic aspect of advertisement. 12
7. (a) What is an advertising agency?
Why these is there need to employ advertising agency? Explain the features of
an advertising agency. 2+2+8=12
Or
(b)
Discuss in detail about the various types of advertising agency. Also mention
the fundamentals/basic criteria of selecting an appropriate advertising
agency. 8+4=12
***
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