MBA DEGREE EXAMINATION , NOVEMBER/DECEMBER 2011 571074-Advertising and sales promotion PART A(10*2=20) 1.Define Advertisement. 2.

list out the types of Ad Agencies 3. what is meant by reach? 4.write a note on media scheduling 5.state the importance of sub-headline 6.explain about story board 7.define sales promotion 8.explain the pull strategy in sales promotion 9. what do you mean by POP display? 10.what is co-branding?

PART-B(5*16=80) 1.(a) describe briefly the various social, economic and legal implications of ad vertising. (or) (b) what is an ad campaign? explain how you will plan an Ad campaign selecting a product of your interest. 2. what is meant by media plan? describe in detail the steps in developing a med ia plan. or enumerate the advantages and disadvantages of different types of media.

3. discuss the different elements of print advertising in detail. or what is advertisement effectiveness? explain the various methods of measuring ad vertising effectiveness.

4."without advertisement and sales promotion reaching the consumer becomes a dre am"-comment and discuss. or enumerate the advantages and disadvantages of different sales promotion tools an

d techniques.

5. elucidate in detail the sales promotion planning process or discuss two promotion tools you will recommend for each of the following product s. give reasons i)Refrigerator ii)Beauty parlour iii) Branded table salt iv)Coffee Section-A Q1) [15 2 = 30] a) Communication Barriers. b) Advertising of new products. c) Institutional Advertising. d) Social Advertising. e) Economic aspects of advertising. f) Advertising copy. g) Story Copy. h) Branding. i) Radio Commercials. j) Advertising Campaign. k) Media Scheduling. l) Transit Media. m) Print Media. n) Sales Promotion. o) Ethics in advertising. Section-B [9 5 = 45] Q2) Discuss the various basis of classification of advertising. Give examples. Q3) Discuss the social aspects of advertising. Give examples. Q4) Discuss the role of advertising in the marketing mix. Q5) Advertising is wasteful expenditure for any business. Comment. Q6) What is advertising copy. How is it written. Q7) Discuss the headlines and the basis of writing them. Q8) What is campaign planning. Discuss the various steps involved in it. Q9) Discuss the requisites of an effective layout. Q10) What is media planning. Discuss the various factors that are to be consider ed for the selection of a suitable media. Q11) Write a note on different types of media available to advertisers. Q12) What is the importance of Sales Displays. Q13) Discuss the legal aspects of advertising.