Advertising and Sales Promotion Question Paper May' 2014
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) The
aim of advertisement is to promote sales of a product. (Write True or False)
(b) AIDA
model was developed in the year
(1) 1920
(2) 1921
(Choose the
correct option)
(c) Pull
strategy is useful for
(1) Consumer
goods
(2) Industrial
goods.
(Choose the
correct option)
(d) Feedback
is the ____ of communication from the consumer to marketer.
(1) Direct
flow.
(2) Reserve
flow.
(Choose the
correct option)
(e) Sales
Promotion refers to ____ efforts.
(1) Personal.
(2) Other
than personal.
(Choose the
correct option)
(f) A
push promotion blend emphasises
(1) Personal
Selling.
(2) Impersonal
Selling.
(Choose the
correct option)
(g) Painted
displays refer to ____ media.
(1) Prey.
(2) Outdoor.
(Choose the
correct option)
(h) Advertising
is a medium of
(1) Personal
sales efforts.
(2) Impersonal
sales efforts.
(Choose the correct option
2. Write
short notes on any four of the following: 4x4=16
(a) Ethical
Aspects of Advertisement.
(b) Advertising
Appeals.
(c) Outdoor
Media.
(d) Internet
as a Method of Advertising Media.
(e) Development
of Advertising Programme.
3. (a)
What do you mean by marketing communication? Describe briefly the process of
communication in marketing. 3+8=11
Or
(b) What do you mean by communication mix? Explain the factors
that influence the promotional mix in advertising. 3+8=11
4.
(a) Explain the benefits of advertising to
manufacturers, customers and community. 11
Or
(b) “Money spent on advertisement is wasteful.” Do you agree?
Give reasons. 11
5.
(a) Define creative advertising. Discuss in
brief the different creative aspects of advertising. 3+8=11
Or
(b) What is advertising media? Explain the merits and demerits
of various indoor advertising media.
3+8=11
6. (a)
Write notes on the following: 6+6=12
(1) Roles
of Advertising Agency.
(2) Types
of Advertising Agency.
Or
(b) Explain the need of advertising department. How would you
access the effectiveness of an advertising department? Explain. 6+6=12
Also Read:
7.
(a) State the different types of sales
promotional scheme. Explain the limitations of sales promotion. 6+5=11
Or
(b) What is sales promotion? Why do marketers need sales
promotion? 3+8=11