Kerala University 2010 M.B.A ,- ADVERTISING MANAGEMENT & SALES PROMOTION - Question Paper

Third Semester MBA Degree Examination, January 2010
(2006 Scheme) (Full time)

Elective- ADVERTISING MANAGEMENT & SALES PROMOTION

Time : three hours
Max. Marks: 60

PART A

Write short notes on any 5 question: [5x3=15 Marks]

1. Differentiate advertising and publicity.

2. Elaborate the role of advertising in marketing mix.

3. Enlist the objectives of advertising.

4. Describe the steps involved in media planning.

5. Explain the importance of appeals in advertising.

6. Explain the term choice source effect.

7. How to evaluate agency performance?

8. Define sales promotion mix.

Part B

ans any three ques.. every ques. carries 10 marks. [3x10=30 Marks]

9. Substantiate the 5 M's of advertising.

10. Elaborate the different methods of media evaluations.

11. Elaborate the key words involved in an effective advertising layout.

12. What does the term advertising research mean? discuss the major ways to ensure advertising effectiveness.

13. Describe the scope and limitations of sales promotion mix.


PART C [1x15=15 Marks]

Sriraj and Co. is a leading steel production company in India for the past 20 years. Now the company plans to diversify its market to FMCG. Develop an effective sales promotion campaign for South Indian market scenario.

Earning:   Approval pending.