M.B.A. DEGREE EXAMINATION, FEBRUARY 2018.
Fourth Semester
ADVERTISING AND SALES PROMOTION
(Non CBCS Old Regulation)
Time 3 Hours Max. Marks 70
PART — A
Answer any FIVE of the following. 12 60 Marks)
1. Explain process of advertising.
2. Discuss the role of advertising in marketing.
3. Explain the process of creativity in advertising.
4. Discuss the importance of advertising strategy in organisational performance.
5. Discuss about various media in advertising.
6. How do you evaluate the effectiveness of advertising? Explain.
7. Explain functions of advertising agency.
8. Explain different sales promotion techniques.
PART — B
Case Study (Compulsory) (10 Marks)
9. Lip-sticks and lip-gloss are glamorous products being marketed in India. Lip-stick
is a fragrant combination of waxes, vegetable oils, fatty Emollients Lanolin
(obtained from sheep's wool) and pigments (or permissible dyes). All these are
ground at a particular temperature and poured into respective moulds and frozen.
Lip-stick has fat as its base. It is a shiny stick. It is mounted on a propeller. It
moves up and down the groove in a plastic sleeve. Lip-gloss has oily base. The
additives of it form a thin film on the lips. It is creamy or in liquid form. It has a
small percentage of wax, pigments and dyes. Roll-on-lip-gloss has colours mixed in
oil. The retail price is high on account of heavy excise-duty. Cheap brands, of lipsticks
make use of cheap wax like paraffin wax, instead of bees wax. They also use
lead carbonate, instead of pearl, for a shine. They do not use specified colours. They
use poor lubricants (which give rise to bacteria) that shorten its life. However good,
a lip-stick has a life-span of not more than 2-3 years.
Questions
The complete product knowledge is given in the above write-up. What do you
think should be the copy platform for these products? Indicate the theme, the
appeal and the buying motives. and
Indicate a suitable media-mix for advertising these products. Give your
reasoning.
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