APRIL 2016 65174/KDACD

Time : Three hours Maximum : 75 marks

PART A — (10 × 1 = 10 marks)

Answer any TEN questions.

1. Define institutional advertising.

2. What is commercial advertising.

3. Define Non-commercial advertising.

4. What is Indirect advertising.

5. What an advertising agency?

6. Define advertising budget.

7. What is media planning?

8. Define outdoor advertising.

9. What is film advertising?

10. Define direct selling.

11. What is public relation?

12. What is personal selling?

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PART B — (5  5 = 25 marks)

Answer any FIVE questions.

13. Discuss the effects on advertising on cultural

value of society.

14. Discuss the advertising on consumers protection.

15. What is visualisation? Describe its process.

16. What is an advertising copy? Outline it’s

objectives.

17. State the objectives of salesmanship in the modern

market.

18. What are the importance of public relation?

19. Explain the objectives of integrated marketing

communication.

PART C — (4  10 = 40 marks)

Answer any FOUR questions.

20. What are the role of integrated marketing

communication in marketing process?

21. Explain the various sources for preparation of

advertising budget.

22. What is media mix? Outline the basic needs.

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23. Outline the role of salesmanship in direct selling.

24. Explain the part of personal selling for

improvement of public relations.

25. What strategies and model are used for media

selection?

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