MK0016- Advertising Management and Sales Promotion Spring 2015 – 16
| DRIVE | SPRING 2015 |
| PROGRAM | MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2) |
| SUBJECT CODE & NAME | MK0016- Advertising Management and Sales Promotion |
| BK ID | B 1809 |
| CREDIT & MARKS | 4 Credits, 60 marks |
| Q.No | Questions | Marks | Total Marks |
| 1 | Define Sales promotion. Explain the tools and techniques of consumer sales promotion. | ||
| Definition of Sales promotion | 2 | ||
| Tools and techniques | 8 | 10 | |
| 2 | Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising. | ||
| Meaning of DAGMAR approach | 2 | ||
| Explanation of DAGMAR approach | 8 | 10 | |
| 3 | Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising. | ||
| Definition of advertising | 2 | ||
| Characteristics | 4 | ||
| objectives | 4 | 10 | |
| 4 | What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail. |
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| Define media | 2 | ||
| Explanation of the concepts | 8 | 10 | |
| 5 | Explain Advertising standards council of India(ASCI)and also discuss the Forms of ethical violations in Advertising. | ||
| Explanation of ASCI | 2 | ||
| Forms of ethical violations | 8 | 10 | |
| 6 | Describe some of the strategies for effective marketing and advertising in rural market. | ||
| Discuss the nature of rural market | 2 | ||
| Strategies | 8 | 10 Dill | |
Note – Answer all questions. Kindly note that answers for 10 marks questions should be approximately
of 400 words. Each question is followed by evaluation scheme.
