Babasaheb Bhimrao Ambedkar University 2007 M.Com Marketing - Promotional Management Concepts M - 204 - Question Paper

M.Com. Marketing - Promotional Management Concepts M - 204 DEC2007

Time : 3 hours Maximum : 100 marks
part A — (5 ? eight = 40 marks)
ans any 5 ques..
1. Discuss different factors that influence promotional decision process.
2. What do you mean by budget? explain different steps in preparing an advertising budget.
3. Discuss the different functions of advertising.
4. Evaluate critically the role played by various media of advertisement.
5. Explain the role of persuasion in advertising.
6. Give a historical view of development of public relations in India.
7. Write a note on self regulation of advertising?
8. What is copy testing? How would you test the effectiveness of advertising copy?
part B— (4 ? 15 = 60 marks)
ans any 4 ques..
9. What do you understand by promotion mix? What factors would you consider in deciding the promotional mix?
10. ‘‘Money spent on advertisement is wasteful’’. Do you agree? provide reasons for your ans.
11. What is an advertising agency? How does the advertising agency work?
12. What should be the considerations for selecting an advertising medium?
13. ‘‘Public relations practice is the deliberate, planned and sustained effort to establish and maintain mutual understanding ranging from an organisation and its public’’. discuss this statement.
14. What are the social responsibilities of advertising? Do you feel advertising has successfully discharged out these responsibilities?
15. What is trade mark? discuss legal protection given to trade mark.

Earning:   Approval pending.