DISTANCE EDUCATION
M.B.A. (General) DEGREE EXAMINATION, MAY 2017.
Fourth Semester
PROMOTIONAL MANAGEMENT
(English medium only)
(2012-13 Academic year and 2014 calendar year only)
Time Three hours Maximum 100 marks
PART A — 8 40 marks)
Answer any FIVE questions.
1. Explain the various promotional tools adopted by
marketers.
2. Discuss the scope of advertising in the present context.
3. Examine the importance of media research as a
component of media management.
4. Elucidate the features of institutional advertising.
5. What are the characteristics of personal selling?
6. Evaluate the role of women in advertising.
7. Explain the functions of advertising agencies.
8. Discuss the characteristics of event marketing.
PART B — × 15 60 marks)
Answer any FOUR questions.
9. Suggest a suitable promotional mix for marketing of a
unique service of your choice.
10. Explain the different techniques to be adopted to produce
a print advertisement.
Sub. Code
412
DE-903
2
wk14
11. What are the factors to be considered while planning a
suitable media for advertising a service?
12. Examine the importance of corporate image building as a
promotional technique.
13. How will you appraise the performance of the sales
personnel?
14. Distinguish between advertising and publicity with
suitable examples.
15. Critically analyze the role of persuasion in advertising.