Reg.No.......................

Name..........................

NAIPUNNYA SCHOOL OF MANAGEMENT, CHERTHALA

MIDSEM EXAMINATION, MARCH 2016
FOURTH SEMESTER BBA

BM 1461.2: ADVERTISING AND SALES PROMOTION

Time: 2 Hours

Max.Marks:50

Section I
(Answer all questions. Each carries 1 mark)
1.
2.
3.
4.
5.
6.
7.

What is meant by advertising?

What is advertising copy?
What is meant by creativity in advertisement?
Define IMC?
Define Channel?

What is meant by direct marketing?

What is meant by descriptive copy?

Section II
(Answer all questions. Each carries 2 marks)
8. What is meant by institutional copy?
9. Mention the characteristics of a good advertising copy.
10.What is meant by marketing communication mix?
11.What is meant by human interest copy?
12.What is meant by scientific copy?
13. What is meant by advertising research?

Section III

(Answer all questions. Each carries 4 marks)

14.Explain the marketing communication process with example?
15.Explain the functions of advertising?
16.Explain the features of advertising?
17.Explain marketing communication mix?

Section IV
(Answer any one question. 15 marks.)
18. Explain the classification of advertisement?

OR
19. What are the different types of advertising copy?