Advertising and Sales Promotion Question Paper May' 2016
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
1. Choose
the correct option of the following: 1x8=8
(a) Sales
promotion is an integral part of
(1) Marketing
mix.
(2) Promotional
mix.
(b) Sales
promotion activities designed for the channels of distribution are
(1) Push
strategy.
(2) Pull
Strategy.
(c) Cinema
is an ____ media.
(2) Indoor.
(d) Layout
of display is
(1) Planning
of sales display.
(2) Execution
of sales display.
(e) Advertising
is a paid form of
(1) Non-personal
presentation.
(2) Personal
presentation.
(f) Explicit
communication is in the nature of ____ communication.
(1) Non-verbal.
(2) Verbal.
(g) The
objective of pull strategy is to motivate
(1) Consumers.
(2) Wholesalers.
(h) Business-to-business
advertising is to promote
(1) Non-consumer
goods.
(2) Consumer
goods.
2. (a)
What is meant by ‘Marketing Communication’? Explain the basic elements of
marketing communication process. 3+8=11
Or
(b) Describe the different steps involved in advertising,
planning and decision making process for marketing of a new product. 11
3.
(a) Define the term advertising. Explain the
different types of advertising in brief. 2+9=11
Or
(b) Explain precisely the benefits of advertisement to
different groups of society. 11
4.
(a) Discuss the different types of advertising
media highlighting its advantages and disadvantages. 11
Or
(b) Discuss in brief the principal elements which a ‘Good
Copy’ of advertising should bear. 11
5.
(a) Design an organization structure of an
advertising agency and explain its functions. 3+8=11
Or
(b) What do you mean by sales promotion? Explain the nature
and functions of sales promotion. 2+4+5=11
Also Read:
6. Distinguish
between any two of the following: 6x2=12
(a) Advertising
and Sales Promotion.
(b) Sales
contest and Sales display.
(c) Advertising
and Marketing mix.
(d) Primary
and secondary demand advertising.
7. Write
short notes on any four of the following: 4x4=16
(a) Counter
display.
(b) Advertising
appeal.
(c) Target
Market.
(d) Sales
Contest.
(e) Premium
plan.
(f) Demonstration.