MARYGIRI COLLEGE OF ARTS & SCIENCE, KOOTHATTUKULAM

BBA (CBCSS) UG PROGRAMME, SEMESTER V

MODEL EXAMINATION, SEPTEMBER 2017
ADVERTISING AND SALES PROMOTION

Time: 3 hrs. Max. Marks: 80

Section A
Answer all questions. .Each question carries 1 marks.
1. Write note on copy testing.
2. What do you mean by sales promotion mix?
3. Define trade mark.
4. Expand DAGMAR.
5. Define brand equity.
6. What is meant by subliminal advertising?
7. Define advertising clutter.
8. What is meant by territorial sales force structure?
9. Define advertising.
10. What do you mean by brand association?
(10*1 = 10)
Section B
Answer any 8 questions. Each question carries 2 marks.
11. State any two laws that regulate advertising in India.
12. What do you meant by sales force management?
13. Who is a copywriter?
14. What are the 5 Ms of advertising?
15. What is meant by advertising copy?
16. Define brand loyalty.
17. What do you meant by sales promotion budget?
18. What is meant by advertisement appeal?
19. Give any four functions performed by advertising agencies?
20. What is meant by sales force structure?
21. What is meant by adaptive selling?
22. Point out the objectives of advertising.
(8*2 = 16)
Section C
Answer any 6 questions. Each question carries 4 marks.
23. Explain the AIDA model of advertising.
24. Discuss the social impact of advertising.
25. Explain the sales promotion strategies.
26. Explain the process of copywriting.
27. Explain the process of personal selling.
28. Discuss the important techniques used in the preparation of sales promotion
budget.
 29. How will you measure the effectiveness of advertising methods?
30. Explain the importance of research in advertising.
(6*4 = 24)
Section D
Answer any 2 questions. Each question carries 15 marks.
31. Explain the different types of advertising. Point out the problems of advertising in
India.
32. What is sales promotion? State the different methods.
33. What is media planning? Explain the process and factors involved in media
planning.
34. Discuss the advantages and disadvantages of various major Medias of
advertisement. (2*15 = 30)
.