Anna University Chennai 2011-3rd Sem M.B.A Marketing Management Anna University, subject name-Advertising and sales promotion , subject code-571074 - Question Paper

MBA DEGREE exam , NOVEMBER/DECEMBER 2011

571074-Advertising and sales promotion

PART A(10*2=20)

1.Define Advertisement.

2.list out the kinds 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) define briefly the different social, economic and legal implications of advertising.

(or)
(b) what is an ad campaign? discuss how you will plan an Ad campaign selecting a product of your interest.


2. what is meant by media plan? define in detail the steps in developing a media plan.

or
enumerate the advantages and disadvantages of various kinds of media.



3. explain the various elements of print advertising in detail.

or
what is advertisement effectiveness? discuss the different methods of measuring advertising effectiveness.




4."without advertisement and sales promotion reaching the consumer becomes a dream"-comment and explain.

or
enumerate the advantages and disadvantages of various sales promotion tools and techniques.




5. elucidate in detail the sales promotion planning process

or

explain 2 promotion tools you will recommend for every of the subsequent products. provide reasons

i)Refrigerator
ii)Beauty parlour
iii) Branded table salt
iv)Coffee

Earning:   Approval pending.