Advertising Management Question Paper 2025 [Dibrugarh University BCOM 2nd SEM FYUGP]

Advertising Management Question Paper 2025 (May/June)
Dibrugarh University BCOM 2^nd SEM NEP Syllabus

COMMERCE (Minor)

Paper: MINMKT2 (Advertising Management)

Full Marks: 60 (80 for 2023 Batch)

Time: 2 hours (3 hours for 2023 Batch)

1. (a) Write True or False: (1*3 = 3)

(i) Industrial advertising is also called Business-to-Business advertising.

(ii) The local store patronage is advertised by the wholesalers.

(iii) Cross-disciplinary skills create a barrier to IMC.

(b) Fill in the blanks: (1*3 = 3)

(i) ________ is an impersonal form of communication.

(ii) Bonus pack is a ________ sales promotion technique.

(iii) AIDA was introduced by ________.

2. Write short notes on the following: (4*2 = 8)

(a) Comprehension vs. Interpretation

(b) Print Media

3. (a) What is advertising? Differentiate between advertising and personal selling. (4 + 8 = 12)

OR

(b) "Advertising means any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." Explain. (12 Marks)

4. (a) What is integrated marketing communication (IMC)? Discuss the benefits of integrated marketing communication. (4 + 8 = 12)

OR

(b) What do you understand by sales promotion? How sales promotion helps the manufacturers, consumers, and traders? Explain. (3 + 9 = 12)

5. (a) What is 'word-of-mouth' in advertising? Discuss the characteristics that increase the likelihood of success of 'word-of-mouth' communication. (3 + 8 = 11)

OR

(b) Explain the diffusion process of adopting the innovative products. (11 Marks)

6. (a) What is copywriting? Explain the elements of copywriting. (3 + 8 = 11)

OR

(b) Explain the following: (6 + 5 = 11)

(i) Media budget

(ii) Broadcast media

Additional 20 Marks (For 2023 Batch Only)

7. (a) Explain different steps in advertising planning process. (10 Marks)

OR

(b) What do you understand by public relations? Explain with examples. (10 Marks)

8. (a) How can consumer attention be grabbed by the marketers? (10 Marks)

OR

(b) Write notes on the following: (5 + 5 = 10)

(i) Experimental approach

(ii) Regression analysis

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