Sp 4

NOVEMBER 2014 77368/PMD03

Time : Three hours Maximum : 75 marks

PART A — (10  1 = 10 marks)

Answer any TEN questions.

Write short note on the following :

1. Advertising.

2. Market segmentation.

3. Mass media.

4. Budget.

5. Advertising agency.

6. Advertising programme.

7. Sales channel.

8. Campaign.

9. Ethics.

10. Advertising effectiveness

11. Sales promotion.

12. Web advertising

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PART B — (5  5 = 25 marks)

Answer any FIVE questions.

13. Describe the objectives of advertising and its
process with live examples.
14. Explain the key criteria to be identified before
selecting a media for advertising.
15. Describe the role of advertising agencies and their
functions in detail.
16. Explain different types of sales promotion with
their objectives.
17. Discuss the direct impact of advertising in society
with live illustrations.
18. Describe the link between target market
segmentation and intended message.
19. Explain merits and limitations of consumer
oriented channel.

PART C — (4  10 = 40 marks)

Answer Q.No. 20 compulsory

Answer any THREE questions from Q.No. 21 to 24.

20. Enumerate the message and copy development

process involved in a advertisement preparation
with suitable example of your choice.

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21. Explain the different types of advertisement and

sales promotion budgets with their objectives and
merits.

22. Distinguish the nature and functions of in-house

advertising agency versus outside agencies.

23. What are all the ways to implement and control

advertisement campaigns? Give your suggestions
successfully run a campaign.

24. “Advertisement ethics is essential for the effective

welfare of consumer, society and nation at large” –
Discuss.

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