CUSTOMER_CODE SMUDE
DIVISION_CODE
EVENT_CODE
SMUDE
SMUJAN15
ASSESSMENT_CODE ML0016_SMUJAN15
QUESTION_TYPE
QUESTION_ID
QUESTION_TEXT
SCHEME OF
EVALUATION
DESCRIPTIVE_QUESTION
16189
State the meaning of Advertising copy. Explain in brief different types of advertising copy.
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 16191
QUESTION_TEXT
SCHEME OF
EVALUATION
State the importance of advertising budgeting. Explain the factors that influence budgeting.
Importance: Company has to estimate how much it is willing to spend – for long term or short term is a delicate art as well as highly professional exercise that needs detailed data and careful analysis– It has a clear goal
Factors influencing budget:
1.product – Stage in the product life cycle- features brand differentiation etc
2.Competition: The large the number– a more brand has to spend
3.Market Shares: Advertisers investment– profitability objectivity
4.Market situation: The size, nature of the market–goal
5.Distribution system: Longer channel increases the number of consumers
6.Sales decay rate: Rate at which consumers can forget a product
7.unexploited sales potential: Higher the available sales potential –

higher the need for advertising
QUESTION_TYPE
QUESTION_ID
QUESTION_TEXT
SCHEME OF
EVALUATION
DESCRIPTIVE_QUESTION
72323
Give a brief note on any 5 theories of Advertising.
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
QUESTION_TEXT
72324
Discuss any five tools and techniques of sales promotions.
1. Price discounts
2. Bonus
3 Refunds
4. Coupons
SCHEME OF EVALUATION
5. Sweepstakes
6. Contests
7. Special events
8. Premiums
9. Continuity programmes
10. Sampling
QUESTION_TYPE
QUESTION_ID
DESCRIPTIVE_QUESTION
125729
Discuss the basic steps of organising a sales promotion campaign.
QUESTION_TEXT
1. Asses marketing communication opportunities
2. Determine sales promotion objectives
SCHEME OF EVALUATION 3. Select optimal sales promotion mix
4. Creation of promotional message
5. Allocation of budget

6. Execution of the company
7. measurement of campaign effectiveness
QUESTION_TYPE
QUESTION_ID
QUESTION_TEXT
DESCRIPTIVE_QUESTION
125735
Describe the AIDA model of consumer response hierarchy.
i. Awareness ii. Interest
SCHEME OF EVALUATION iii. Desire iv. Action
(2.5 marks each)