Advertising and Sales Promotion

Time: 3hrs. Max. Marks 100

Aote:
O All questions are compulsory.
O $ections oI questions must be attempted together
O ention clearly the relative question number attempted

"1. Total marks 3721
Section A
$tate True or False
1. Sales promotion is not an important component of a promotion campaigning programme.
2. Personal selling plays an effective role when the product enjoys no brand loyalty.
3. Advertising strategy & advertising budget is not directly influenced by the competitor's
strategy.
4. An advertising appeal is the device by which specific consumer response is solicited in
the advertisement.
5. Market analysis is an essential step in Sales Promotion.
6. Marketing and selling are the same concepts.
7. Transactional selling is one time selling.
Section B
Fill in the blanks

. What is an ambient media?
(a) A new medium (a) Real estate magazine
(c) Weather related news (d) None oI the above
2. At outdoor advertising, which has a longer liIe span?
(a) Banners (b) Balloons
(c) Painted posters (d) Illuminated poster panels
3. Which oI the Iollowing is an indoor advertising media?
(a) Posters (b) Electrical signs
(c) Print media (d) Posters
4. Iocuses on 'communicating the beneIits or problem-solution
(a) Advertising Appeals (b) Advertising $trategy
(c)Advertising Campaign (d) Advertising Research

5. Consumer promotions are termed as pull promotional activities, designed to entice the end
consumer to purchase the product. Which oI the Iollowing is not a consumer promotion?
(a) Price-oIIs (b) Coupons (c) Cash reIunds
(d) Bonus packs (e) OII-invoice allowance.
6. OI the Iollowing media which one is used least Irequently by business to business
marketers?
(a) Direct mail (b) Trade publication
(c) Television (d) Personal selling
7. The receiver's response to a massage is Ior the source.
(a) Feedback (b) edium oI transmission
(c) Decoding (d) Noise
Section C
ive full forms of the following
1. FTZs-
2. PACT -
3. UPCs-
4. ADA-
5. WMSs-
6. NGOs-
7. USP
"2. Attempt any Three of the following questions: Total marks 3721

a) Define personal selling.
b) What is campaign planning? Discuss the various steps involved in it.
c) Discuss the requisites of an effective layout.
d) What is media planning? Discuss the various factors that are to be considered for the
selection of a suitable media.

"3 Write short notes on any Three of the following: Total marks 3721

a) Communication Barriers.
b) Advertising of new products.
c) Ethics in advertising.
d) Print Media.
e) Branding.

"4: Attempt any Three of the following questions: Total marks 3721

a. Discuss the role of advertising in the marketing mix.
b. Advertising is wasteful expenditure for any business. Comment.
c. What is advertising copy? How is it written?
d. Differentiate the department Vs agency mode of advertising and how do you
measure their effectiveness.
e. What is the importance of Sales Displays?

": Compulsory "uestion: Total marks 16

Mr Dental care, a toothpaste was test marketed by XYZ company. The brand was similar to
Colgate in taste and packaging. The Media advertising highlighted the hebal properties of
Dental care which were akin to promise. Two months after the launch tracking study
revealed that Dental care has achieved 12% trial rate and a 1% repeat purchase rate. The
results were not as per expectations of the company as they had targeted a market share of
10%. After due analysis it was revealed that while the initial trail and repeat rate was
satisfactory for the product category yet it was felt that media advertising has not been able
to induce enough people to try the product. t was therefore felt that if trail rate could be
increased to 40% and repeat purchase rate to 25% the brand could achieve its targeted
market share of 10%. Dependence purely on advertising was ruled not being very
expensive.

Questions:
(a) What are the alternatives available to XYZ. company?
(b) How do you plan for achieving 10% market share for Dental care?