University of Delhi 2010-2nd Year M.Com Commerce ADVERTISING AND SALES MANAGEMANT UNIVERSITY - Question Paper
This question paper contains 8 printed pagesj
Your Roll No .....
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6483
M.Coitl/II J
Course 445ADVERTISING AND SALES MANAGEMENT (Admissions of 2004 and onwards)
Time 3 Hours Maximum Matks . 75
WT : 3 Tjsjfo : 75
Note The maximum marks printed on the question paper are applicable for the candidates registered with the School of Open Learning These marks will, however, be scaled down proportionately in respect of the students of regular colleges, at the time of posting of awards for compilation of result (Write your Roll No on the top immediately on receipt of this question paper )
Note *Answers may be written either m Enghsh or in Hindi; butthe same medium should be used throughout the paper.
I
Attempt All questions.
All questions carry equal marks.
Credit will be given for precise answers
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() Explain the concept of integrated marketing communication (IMC) Why is it important for those working in the field of advertising and promotion to understand and appreciate various IMC tools, not just the area in which they specialize 9 7&
() Discuss the concept of target marketing and its importance to marketers What factors would lead the marketer to use repositioning strategy. 7Yt
(c) Explain why do advertisers always debate on evaluation of advertising effectiveness 9 Suggest few techniques to measure advertising recall lYi
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2. Explain any J/iree of the following :
(a) Theory of central and peripheral routes to persuasion 5
(t>) The role of music m selling a new cellular service product in the context of Indian market 5
(c) Commission based remuneration system vis-a-vis fee based system 5
(d) Relationship between the advertising and sales. 5
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3. (a) Based on the information given below calculate media - efficiency in reaching target audience *
Magazine
Target Market Professional groups
Circulation 1,00,00,000
Circulation to Target market 75%
Cost per page Rs 1,60,000
What are the other considerations in assessing value of media to an advertiser ? 7H
(6) What are the advantages and limitations in the use of quota 9 How does decision on quota relate to other components of sales management 9 7Vz
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(a) Write a note on effects of advertising on children VA
(b) Explain the concept of territory planning How does establishing sales territories facilitates coordination between advertising and personnel selling IVi
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Attempt any iujo of the following .
(a) Explain steps in gelling process and its relationship with salesmanship in making of effective selhng. IVi
(6) Evaluating salespeople is easy, they either make targets or they dont Critically assess this statement by identifying the criteria that a sales manager may use to assess an individuals sales performance lYi
(c) Why motivating sales personnel is an important aspect of sales force management Explain the linkage between sales compensation and motivation IVt
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5 Write short notes on any three of the following
() Selection interview 5
() Role of ethics in selling 5
(c) Centralisation and decentralization of sales force management / 5
id) Sales Audit. 5
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6483 8 600
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