Anna University Question Paper May June 2013 BA 9254 Advertising and Sales Promotion

                                           Part A (10*2 = 20 marks)

1. Define Advertising Strategy.
2. What are the various advertising media available to advertisers?
3. List the characteristics of a good media strategy.
4. What are the objectives of a copy?
5. What is DAGMAR?
6. Define personal selling.
7. What are the objectives of sales promotion?
8. List the major types of sales promotion.
9. What do you mean by points of purchase promotion?
10. What is the difference between advertising and publicity?

                                       Part B- (5* 16 = 80 marks)
 11.  (a) What are the various implications of advertisements? explain.

                                                Or
       (b) How can we choose a good advertising campaign ? Describe the various aspects    to be considered.

12.  (a) What are the various methods to measure the reach of advertisements? Discuss each method in detail.
                                                    Or
       (b) What are the different costs associated with advertisements? Illustrate.

13.    (a) Describe a good advertising layout with examples.

                                              Or
         (b) What are the advantages and disadvantages of television advertising? Explain

14.  (a) Which sales promotions are most effective? Substantiate.

                                                 Or
       (b) Describe the differences between trade oriented and consumer oriented promotion.

15.  (a) Explain the concept of integrated promotions.

                                 Or
       (b) Elaborate the usefulness of online sales promotions with examples.