Total No. of Questions 08] [Total No. of Pages 02
EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2018
First and Second Years
A-MARKETING
Sales Advertising Management
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Personal selling.
Negotiation skills.
Sales force.
Advertising.
Media selection.
Agency relations.
SECTION B
Answer any three questions. x 15 45)
Q2) Explain in detail the sales process.
Q3) State the advantages of controlling the sales force.
Q4) What do you understand by sales planning? Explain.
Q5) Explain the process of marketing communication.
Q6) Discuss about the message design and development in advertising.
Q7) How do you measure advertising effectiveness? Explain.
SECTION C
(Compulsory)
Q8) Case Study:
Brooke Bond Red Label Tea package. Hindustan lever changed the package of
Brooke Bond Red Label Tea. The new package is More Convenient appealing
and hygienic. It reflects contemporary packaging technology. It is called Toptainer
which opens up from the top. There is a vacuum-sealed pack inside.
We can draw the quantity desired, and shelt up the lead at the top. Its advantage
lies in the fact that the contents need not be transferred to another container. It is
taller and slimmer and occupies less space. It carries Darjeeling tea. It is mild
leaf tea, as contrasted to heavy-tasting kadak tea. Green label carries strong tea
Red label is a premium product priced at Rs.160 for 500 gms. Here Consumer
value is enhanced through packaging. The silver foil helps retain the flavour and
aroma. The hinged plastic cap makes the container reusable. The package
communicates by its graphics and design that it carries premium green leaf Tea.
Questions:
Explain the significance of a package as a promotional tool.
Suggest a good advertising strategy to overcome the competition.