Alagappa University 2007 Master in Marketing Management (M.M.M) PROMOTIONAL MANAGEMENT - Question Paper

DISTANCE EDUCATION
M.M.M. DEGREE EXAMINATION, DECEMBER 2007.
PROMOTIONAL MANAGEMENT
(1999 onwards)

Time : 3 hours Maximum : 100 marks
PART A — (5 x eight = 40 marks)
ans any 5 ques..

1.What is advertising? How does it differ from publicity?

2.Do you think that the DAGMAR approach is an effection tool in planning the advertising effort?

3.Describe the factors influencing the option of a particular advertising media.

4.What are the basic pirating methods in advertisement?

5.Corporate institution and non-corporate institutions do resort to institutional advertising what is the rational?

6.Write a note on the legal protection given to trade marks.

7.How would you test the effectiveness of advertising copy?

8.Describe the social responsibilities of advertising.

PART B — (4 x 15 = 60 marks)
ans any 4 ques..
9.What is advertising management? explain the roles of major institutions of advertising management.

10.What is an advertising agency? How does the advertising agency work?

11."Public relations practice is the deliberate, planned and sustained effort to establish and maintain mutual understanding ranging from and organization and its public".-Explain.

12.Is there any necessity to measure the effectiveness of advertisement? explain the 2 kinds of measures.

13."The promotional expenditure is truly increasing the cost structure of the product"-Comment.

14.What are the common practices is use for determining the size of promotions budget?

15.Describe the main forms of media strategies that are available to the media planner.

Earning:   Approval pending.