Mahatma Gandhi University (MGU) 2005 M.B.A Business Administration Advertising and Sales Promotion Management - Question Paper

M.B.A. DEGREE EXAMINATION, MAY/JUNE 2005

Faculty of Management Studies

Semester III – Elective – ADVERTISING AND SALES PROMOTION MANAGEMENT

(For Branch I – Elective V)
(For Branch III – Elective II)

Time : 3 Hours Maximum {2003 Admissions – 75 marks
{Prior to 2003 Admissions – 100 marks

part A

ans any 6 ques..
every ques. carries three marks.

Write short notes on:
1. Promotion Mix.
2. Sales Promotion.
3. Media Planning.
4. Outdoor Advertising.
5. Personal Selling.
6. Bait Pricing.
7. Advertisement Design.
8. AIDA Model.
9. Role of PR.
10. Advertising standards.

part B

11. What are the objectives of promotion? Justify why marketers should pursue promotional objectives.
Or
12. Explain the different media vehicles available for advertising.

13. Why is budget determination the last stage rather than the 1st stage in executing media strategy?
Or
14. “Positioning is nothing new ; infact it is the identical process as segmentation and differentiation”. explain.

15. What kinds of sales promotion are available to manufacturer that would develop a desirable channel of distribution?
Or
16. “Trade indicates are always a minor component of a sales promotion program” – Comment.
(3 X 11 = 33 marks)
(3 X 17 = 51 marks)

part C

17. Design a print ad for the WORLD WILDLIFE FUND.
The objective of the ad is to evoke a feeling within people for empathy and make them donate for the reason.
(1 X 24 = 24 marks)
(1 X 31 = 31 marks)

Earning:   Approval pending.