Sp 4

APRIL 2016 77368/PMD03

Time : Three hours Maximum : 75 marks

PART A — (10  1 = 10 marks)

Answer any TEN questions.

1. Mention the primary functions of advertising.

2. Write about industrial advertising with examples

3. List out some of the benefits of advertising agency.

4. What are the advantages of advertisement on non-

broadcast media?

5. How do industrial goods markets can be

segmented?

6. What do you understand by media discounts?

7. What is a brochure?

8. State any two important sales promotion

objectives.

9. How sales promotion effects brand switching

behaviour of consumers?

10. What are the disadvantages of price

discriminations?
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11. What do you mean by advertising appropriation?

12. Explain interior display.

PART B — (5  5 = 25 marks)

Answer any FIVE questions.

13. Explain in detail about media characteristics and

its advantages and disadvantages.

14. Discuss about creativity and its role in

advertising.

15. Critically examine the social and legal issues in

advertising.

16. Discuss the different methods of fixing

advertisement budget.

17. Explain the suitability of web advertising in the

Indian context.

18. Discuss the emerging trends of sales promotions in

a B2B environment.

19. “Too much of sales promotion affects brand image”

- Discuss.

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PART C — (4  10 = 40 marks)

Answer any FOUR questions (Question No. 20 is

compulsory)

20. Suppose that you are the advertising manager of a

large department store who had been asked by the
president to establish a system to measure the
effectiveness of advertising. How would you go
about developing such a system? What measures
would you use? How would you test the
advertisements before they run to determine if
they will be effective?

21. Is advertising a communication tool? What is its

role in marketing communication?

22. What factors you would consider to choose media

mix?

23. Discuss the types of sales promotion used in

promoting a product and service.

24. Develop an advertisement campaign for

prevention of cervix cancer for Indian Medical
Association and also design a strategy for the
poster campaign to generate awareness about the
issue.

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