DISTANCE EDUCATION
M.B.A DEGREE EXAMINATION, MAY 2018.
Fourth Semester
PROMOTIONAL MANAGEMENT
(2012 2013 Academic Year and 2013 Calendar Year Only)
(English Medium Only)
Time Three hours Maximum 100 marks
SECTION A — x 8 40 marks)
Answer any FIVE questions.
1. What is Promotion and What are the four most common
tools employed in promotion?
2. Explain the basic functions of advertising and the
advertising agency?
3. What are the most common measures of advertising
effectiveness?
4. What are the problems encountered when executing the
media strategy?
5. Discuss about the common tools of public relations?
6. Distinguish between sales promotion and advertisement?
7. Distinguish the terms public relations and publicity?
8. Write about sales force and its basic training method?
Sub. Code
412
DE-4317
2
Sp 2
SECTION B — × 15 60 marks)
Answer any FOUR questions.
9. List the basic objectives promotion and provide some
reasons why marketers should pursue promotional
objectives?
10. Briefly create a successful advertisement copy?
11. What are the problems encountered when executing the
marketing strategy?
12. Briefly explain media status in India?
13. Distinguish the objectives of trade sales promotion and
consumer sales promotion?
14. Define the term sales promotion and give some examples
of how sales promotions can supplement advertising and
public relations?
15. What are the major limitations in measuring the
effectiveness of the promotional programme?