Dibrugarh University Question Papers: Advertising and Sales Promotion (May' 2020)

2020

COMMERCE

(Speciality)

Course: 602

(Advertising and Sales Promotion)

Time: 3 hours

The figures in the margin indicate full marks for the questions

(New Course)

Full Marks: 80

Pass Marks: 24

1. Answer the following as directed: 1×8=8

(a) Marketing mix consists of

(i) the product and service mix

(ii) the distribution mix

(iii) the communication mix

(iv) All of the above (Choose the correct option)

(b) Window display is a promotional advertising. (Write True or False)

(c) Outdoor advertising is

(i) poster, banner, flex, signboard, etc.

(ii) newspaper, journal

(iii) television, YouTube

(iv) None of the above (Choose the correct option)

(d) Sales promotion mix includes

(i) advertising

(ii) personal selling

(iii) direct marketing

(iv) All of the above (Choose the correct option)

(e) The advertising department is a part of marketing division. (Write True or False)

(f) The advertisement expenditure is a direct expenditure. (Write True or False)

(g) Personal selling is the art of persuading people to purchase goods which gives lasting satisfaction. (Write True or False)

(h) Desire to save is a buying motive. (Write True or False)

2. Write short notes on any four of the following: 4×4=16

(a) Advertising budget

(b) Advertisement message

(c) Sales promotion aids

(d) Media planning

(e) Direct advertising media

(f) Advertising appeal

 

3. (a) Define advertising. Discuss the various factors that influence the sales promotional activities. 2+12=14

Or

(b) Discuss the importance and objectives of sales promotion. 14

4. (a) Explain the benefit of advertising to manufacturers, customers and community. 14

Or

(b) What do you mean by advertising media? Explain the merits and demerits of indoor advertising media. 2+12=14

5. (a) Discuss the legal and ethical aspects of advertisement in India. 14

Or

(b) What is advertising copy? Discuss the salient features of a good copy. 2+12=14

6. (a) Discuss the role of an advertising agency to promote a fast-moving consumer product. 14

Or

(b) Describe the various sales promotion schemes in detail. 14

 

(Old Course)

Full Marks: 80

Pass Marks: 32

1. Answer the following as directed: 1×8=8

(a) Making unwanted statement in advertisement may not put any impression

(i) on people

(ii) on market

(iii) on price

(iv) None of the above (Choose the correct option)

(b) Advertising is

(i) non-personal

(ii) personal

(iii) collective

(iv) None of the above (Choose the correct option)

(c) Too much advertising on TV

(i) leads to over reaction among customers

(ii) creates unnecessary taste

(iii) Both are correct

(iv) None of the above (Choose the correct option)

(d) Advertisement creates new customers, so that

(i) it increases the demand of the product

(ii) it increases the market of the product

(iii) it increases the price of the product

(iv) All of the above (Choose the correct option)

(e) The objective of window dressing is

(i) to attract the retailers

(ii) to attract the wholesaler

(iii) to attract the stockists

(iv) to attract the customers (Choose the correct option)

(f) Mural advertising is

(i) poster, flex, banners, signboards, etc.

(ii) newspaper, journals

(iii) TV Cables.

(iv) None of the above (Choose the correct option)

(g) Advertising Standard Council of India is the sole authority of fair advertising practices. (Write True or False)

(h) Several legislations are responsible for controlling misleading advertisements. (Write True or False)

2. Write short notes on any four of the following: 4×4=16

(a) Truth in advertising

(b) Outdoor advertising

(c) Advertisement planning

(d) Buying motives

(e) Sales promotion

(f) Advertising vs. publicity

 

3. (a) What is advertising? Explain the indoor and outdoor mediums of advertisement. 3+8=11

Or

(b) Define the term ‘advertising’. Discuss the role and importance of advertising in modern business world. 3+(4+4)=11

4. (a) Discuss the provisions of various laws relating to control misleading of advertising. 11

Or

(b) Discuss the various legal provisions of advertisement to be followed by an advertising agency. 11

5. (a) What are the factors to be considered in selecting right types of medium of advertisement? 11

Or

(b) Discuss the merits and demerits of various advertising media. 11

6. (a) Describe the organizational setup of an advertising agency and its functions. 6+6=12

Or

(b) Discuss the various functions of advertising agency. Do you think that maintaining a good relationship with its clients leads to success of the advertising agency? Discuss. 6+6=12

7. (a) Give a suitable definition of sales promotion. Discuss the objectives and importance of sales promotion. 3+(4+4)=11

Or

(b) Define sales promotion. Write about the achievements of sales promotion. 3+8=11

 

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