MP-604
June Examination 2017
Master of Business Administration II Year Examination
Advertising and Sales Promotion
Paper MP-604
Time 3 Hours Max. Marks 80
Note: The question paper is divided into three sections B and C. Write answers as per given instructions.
Section A 8 × 2 16
(Very Short Answer Questions)
Note: Answer all questions. As per the nature of the question delimit your answer in one word, one sentence or maximum upto 30 words. Each question carries 2 marks.
State any two elements of marketing communication.
Define advertising.
What is media planning?
Mention any two main functions of advertising agency.
What is advertising budget?
What is advertising effectiveness.
534
MP-604 200 3 (P.T.O.)
MP-604 200 3 (Contd.)
534
Write any two objectives of sales promotion.
(viii) What is media scheduling?
Section B 4 × 8 32
(Short Answer Questions)
Note: Answer any four questions. Each answer should not
exceed 200 words. Each question carries 8 marks.
Discuss objectives of marketing communication.
What are the advantages of advertising planning?
What are the chief points to be observed in drawing up an
advertising planning?
What are the advantages of sales promotion to traders?
Explain the various difficulties faced in evaluating advertising
effectiveness.
What points should be taken in mind while selecting an
advertising agency?
What are the essentials of media planning?
Write the advantages of online advertising.
MP-604 200 3
534
Section C 2 × 16 32
(Long Answer Questions)
Note: Answer any two questions. You have to delimit your each
answer maximum upto 500 words. Each question carries
16 marks.
10) What are the advantages and disadvantages of advertising?
Explain in brief.
11) Write short note on the following (any
Advertising budget
Types of advertising
Consumer sales promotions methods
12) What do you understand by advertising copy? Explain the
essentials of a good advertising copy.
13) Write an essay on message design.