CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MK0016_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
16188
QUESTION_TEXT
Discuss the various objectives of an advertiser.
1.Increase brand awareness
2.Enhance brand image
3.Introduce new features or improved version
4.Increase sale
5.Increase profit
SCHEME OF EVALUATION 6.Increase market share
7.Expand geographical market
8.Create corporate image
9.Perform damage control
10.Attract the best professionals
11.Announce new outlets
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
16189
QUESTION_TEXT
State the meaning of Advertising copy. Explain in brief different
types of advertising copy.
SCHEME OF
EVALUATION
Meaning: is the text of a print, radio, television ad that aims at
catching and holding the consumer.
Types:
1.Consumer advertising
2.Corporate advertising
3.Advocacy advertising
4.Advertorial advertising
5.public advertising
6.Financial advertising
7.Industrial advertising
8.Specialty advertising
9.Trade advertising
10.Direct advertising
11.Retail advertising
12.Co operative advertising
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
16192
QUESTION_TEXT
State the meaning and importance of Direct Marketing. What are the
strengths of direct marketing?
SCHEME OF
EVALUATION
Meaning and Importance: An interactive system of marketing which
uses one or more advertising media to affect a measurable response or
transaction at any location
Importance:
i.Builds up a database of offers and responses and emerging patterns of
behavior of its customers
ii.It can measure the effectiveness of an offer
iii.uses a variety of media
ivCan be conducted in any location
Strengths:
1.Quicker sales
2.Better targeting
3.Tailored messages
4.Relationship building
5.Distributors profit
6.Predictable investment and return
7.Aid in market research
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72323
QUESTION_TEXT
Give a brief note on any 5 theories of Advertising.
SCHEME OF
EVALUATION
1. The cognitive response Theory
2. The stimulus response theory
3 .The dual process theory
4. The resource matching theory
5. Cognitive dissonance theory
6. The accessibility and diagnostic as determinants of
judgement theory
7. Context effect and attitude correction theory
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125729
QUESTION_TEXT
Discuss the basic steps of organising a sales promotion campaign.
1.
Asses marketing communication opportunities
2.
Determine sales promotion objectives
3.
Select optimal sales promotion mix
SCHEME OF EVALUATION 4.
Creation of promotional message
5.
Allocation of budget
6.
Execution of the company
7.
measurement of campaign effectiveness
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125734
QUESTION_TEXT
Define the term advertising. What are the objectives of advertising?
Definition (2 Marks)
Objectives:
SCHEME OF EVALUATION 1. Inform (2 Marks)
2. Persuade (2 Marks)
3. Remind (2 Marks)
4. Reinforce (2 Marks)