CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
JAN2016
ASSESSMENT_CODE MK0016_JAN2016
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
72324
QUESTION_TEXT
Discuss any five tools and techniques of sales promotions.
1.
2.
3
4.
5.
SCHEME OF EVALUATION
6.
7.
8.
9.
10.
Price discounts
Bonus
Refunds
Coupons
Sweepstakes
Contests
Special events
Premiums
Continuity programmes
Sampling
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125729
Discuss the basic steps of organising a sales promotion campaign.
QUESTION_TEXT
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
125733
Describe the basic advertising communication process.
QUESTION_TEXT
SCHEME OF EVALUATION 1.
Message
1 marks
2.
Sender or source 2 marks
3.
Encoding
2 marks
4.
Channel
2 marks
5.
Decoding
2 marks
6.
Feedback
1 marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125735
QUESTION_TEXT
Describe the AIDA model of consumer response hierarchy.
SCHEME OF EVALUATION
i.
Awareness
ii.
Interest
iii.
Desire
iv.
Action
(2.5 marks each)