Exam Details
| Subject | marketing communications | |
| Paper | ||
| Exam / Course | m.b.a. (g) | |
| Department | ||
| Organization | alagappa university | |
| Position | ||
| Exam Date | April, 2016 | |
| City, State | tamil nadu, karaikudi |
Question Paper
M.B.A.(G) DEGREE EXAMINATION, APRIL 2016
MARKETING COMMUNICATIONS
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Part A 3 15)
Answer all questions.
1. State the differences between institutional advertising
and product advertising.
2. Mention the objectives of advertising.
3. What is an advertisement medium?
4. Why is marketing research considered an important
marketing activity?
5. What are sales promotion methods?
Part B 10 50)
Answer all questions choosing either or
6. Enumerate the various benefits of advertising.
Or
Discuss the different types of advertising.
Sub. Code
641322
RW-11011
2
ws18
7. Explain the different steps in preparing an
advertisement copy.
Or
Discuss how will you design an effective advertising
message?
8. What are important considerations to be take into
account which selecting a media for advertisement?
Or
Discuss the various methods used in determining
the advertisement budget
9. What is an advertising agency? What functions are
performed by such agencies?
Or
Discuss the different criticisms levelled against
modern advertising.
10. Explain the various sales promotion methods
undertaken at dealer's as well as consumer's levels.
Or
Describe the factors governing basic sales
promotional strategy.
RW-11011
3
ws18
Part C
(Compulsory)
11. Case Study 10 10)
An area which needs a separate strategy is the
appropriate mix of various pr motional elements directed
towards rural consumers. The technological advancement
in the field of television has made it a powerful medium
to expose products to ruralites. It is estimated that 80 per
cent geographical coverage will be attained by 1995
through television networks. Radio continues to be the
common medium to reach the rural people though the
impact of the message is found to be low. Low literacy
level did not warrant heavy advertisements in the print
media. However, publicity through special shows, films
with the help of mobile vans, etc., are still considered to
be good methods of promotion. Festival season is an apt
occasion for introducing new products.
Question:
Suggest the principal and supplementary media of
advertisement for refrigerators and medicines. Give
reasons for your choice.
MARKETING COMMUNICATIONS
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Part A 3 15)
Answer all questions.
1. State the differences between institutional advertising
and product advertising.
2. Mention the objectives of advertising.
3. What is an advertisement medium?
4. Why is marketing research considered an important
marketing activity?
5. What are sales promotion methods?
Part B 10 50)
Answer all questions choosing either or
6. Enumerate the various benefits of advertising.
Or
Discuss the different types of advertising.
Sub. Code
641322
RW-11011
2
ws18
7. Explain the different steps in preparing an
advertisement copy.
Or
Discuss how will you design an effective advertising
message?
8. What are important considerations to be take into
account which selecting a media for advertisement?
Or
Discuss the various methods used in determining
the advertisement budget
9. What is an advertising agency? What functions are
performed by such agencies?
Or
Discuss the different criticisms levelled against
modern advertising.
10. Explain the various sales promotion methods
undertaken at dealer's as well as consumer's levels.
Or
Describe the factors governing basic sales
promotional strategy.
RW-11011
3
ws18
Part C
(Compulsory)
11. Case Study 10 10)
An area which needs a separate strategy is the
appropriate mix of various pr motional elements directed
towards rural consumers. The technological advancement
in the field of television has made it a powerful medium
to expose products to ruralites. It is estimated that 80 per
cent geographical coverage will be attained by 1995
through television networks. Radio continues to be the
common medium to reach the rural people though the
impact of the message is found to be low. Low literacy
level did not warrant heavy advertisements in the print
media. However, publicity through special shows, films
with the help of mobile vans, etc., are still considered to
be good methods of promotion. Festival season is an apt
occasion for introducing new products.
Question:
Suggest the principal and supplementary media of
advertisement for refrigerators and medicines. Give
reasons for your choice.
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- advanced behavioural science
- advanced cost accounting
- business marketing
- consumer behaviour
- distribution management
- elective paper — labour legislations
- financial markets and institutions
- human resource development
- international human resource management
- investment management
- labour legislations
- management control and information system
- marketing communications
- marketing of services
- organisational culture and development
- performance management
- principles of retailing
- production and operations management
- retail operations management
- sales management
- security analysis and portfolio management
- strategic human resource management
- strategic management
- working capital management