Advertising and Sales Promotion Question Paper May' 2019
COMMERCE (Speciality)
Courses: 602 (Advertising
and Sales Promotion)
Full Marks:
80
Pass Marks: 24
Time: 3 hours
The figures in
the margin indicate full marks for the questions
a)
Advertising is
i.Personal
ii.Non-personal
iii.None of the above (Choose
the correct option)
b)
Advertising started in
i.Japan
ii.Germany
iii.Egypt
(Choose the correct option)
c)
Drug addiction advertising is
i.Rational
ii.Public service
iii.Emotional (Choose
the correct option)
d)
Media scheduling is not required in media
planning. (Write True or False)
e)
The success of an advertisement to a great
extent depends upon advertising appeal.
(Write True or False)
f)
“Smoking is injurious to health” is a positive
appeal. (Write
True or False)
g)
In order to have an effective media plan,
media testing is
i.Unnecessary
ii.Necessary
iii.Wastage of time
iv.None of the above (Choose the correct option)
h)
Financial advertising is conducted by
i.Business institutions
ii.Financial institutions
iii.Commercial institutions (Choose
the correct option)
2. Write short notes on any four of
the following: 4x4=16
a)
Benefits of advertisement
b)
Truth in advertising
c)
Product advertising
d)
Advertising language
e)
Demonstration
f)
Window dressing
3. (a) Define the term ‘advertising’.
Explain the different types of advertisement. 2+12=14
Or
(b)
Discuss the various legal provisions of advertisement to be followed by an
advertising agency. 14
4. (a) What is mean by media planning?
What steps are involved in media planning? Explain them. 4+10=14
Also Read:
Or
(b)
Explain the different factors affecting in the process of selection of an
advertising media. 14
5. (a) What is an advertising appeal?
Explain the principles of effective advertising appeals. 4+10=14
Or
(b) What
are the basic elements of an advertising copy? Explain. 14
6. (a) What meant by an advertising
agency? Discuss the various functions of advertising agency. 4+10=14
Or
(b)
Explain the different factors required to be considered at the time of
selection of an advertising agency.
14
(Old Course)
Full Marks: 80
Pass Marks: 32
1.
Write True or False: 1x8=8
a)
Advertising helps in eliminating the
middleman.
b)
Commercial advertising is concerned with
increasing goodwill of commercial enterprise.
c)
Newspaper advertising is a waste where masses
are illiterate.
d)
Advertising copy has no sentimental value.
e)
Media scheduling is not required I media
planning.
f)
Sales promotion is an integral part of
promotional mix.
g)
Advertising agency is a team of professionals
to perform the tasks of advertising.
h)
Personal selling is the art of persuading
people to purchase goods which gives lasting satisfaction.
2. Write short notes on any four of
the following: 4x4=16
a)
Barriers of communication
b)
Public service advertising
c)
Advertisement message
d)
In-house agency
e)
Consumers’ sales promotion
3. (a) What is meant by “Marketing
Communication”? Explain the basic elements of marketing communication. 3+8=11
Or
(b)
Describe the different steps involved in advertising planning for marketing a
product. 11
4. (a) Discuss the different types of
advertisement. 11
Or
(b) “Money
spent on advertising is wasteful.” Do you agree? Give reasons. 11
5. (a) What is advertising copy?
Discuss in brief, the principal elements which a ‘good copy’ of advertising
should bear. 2+10=12
Or
(b) What
is advertising media? Explain the merits and demerits of indoor advertising
media. 2+10=12
6. (a) Explain the different roles of
an advertising agency to promote a new product. 11
Or
(b) What
do you mean by an advertising agency? Explain the different functions to be
performed towards their clients. 3+8=11
7. (a) State the different types of
sales promotion. 4+7=11
Or
(b) What
is sales promotion? Explain the nature and functions of sales promotion. 3+4+4=11
***
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