QUESTION BANK ADVERTISING AND SALES PROMOTION UNIT1: ADVERTISING AN INTRODUCTION Q1. What is advertising? Q2) Discuss the various basis of classification of advertising. Give examples. Q3) Discuss the social aspects of advertising. Give examples. Q4) Discuss the role of advertising in the marketing mix. Q5) Advertising is wasteful expenditure for any business. Comment. Q6) Describe the role of advertisement with relevance to product life cycle? Q7) Briefly examine the various stages of product life cycle and state corrective advertising measures? Q8) What are advertising appeals? Q9) Rural advertising has a much wider scope than industrial advertising in India. Do you agree with this statement? Comment/ Q10) What is advertising Ethics? Q11) Analyse the impact of advertising on profits? Q12) Advertising is wasteful expenditure for any business. Comment. Q13) Briefly explain the various types of advertising? Q14) Briefly explain the relationship of advertising with the other elements of promotional mix? Q15) How will the roles of advertising differ when the product involved is of a retailer and an industrial advertiser? Q16) What is the role of advertising in modern business world? Q17) What do you mean by advertising? Also explain the various objectives of advertising? Q18) Discuss the economic impacts of advertising?
Q19) What is advertising agency? How does advertising agency work? Q20) Discuss the various types of Ad agencies? Q21) What are the advantages and disadvantages of an in-house agency? Q22) Discuss the various steps for the selection of an ad agency? Q23) Discuss how the agencies get clients? Also explain the various stages of client agency relationship? Q24) Write short notes on: a) Future of an ad-agency b) How agencies are structured? Q25) What is the present scenario of advertising in India? Q26) Advertising and ethics go together examine the statement and present your views. Q27) Can advertising be seen as a career path? Q28) What do you understand by industrial advertising? Q29) What qualities does a person need to be successful in the field of advertising? Q30)Discuss the legal aspects of advertising. Q31) What are the functions of advertising? Q32) What are the benefits of advertising? Q33) Define DAGMAR Approach? Q34) What is advertising effectiveness? State and explain the pre testing methods of evaluating advertising effectiveness. Q35) What are the causes of waste in advertising? Q36) Define different types of Advertising? Q37) Why is it necessary to evaluate advertising? What are the different methods of evaluation? Q38) State importance of internet as a medium of advertising. What are its costs and limitations?
Q39) Role of advertising depends on the type of distribution carried out. Explain? Q40) What do you understand by Ad agency? Q41)Explain the structure and role of a full fledge service Ad agency? Q42) When can a advertiser use emotion as a tool? Q43) Is it important to appreciate and explain the elements of promotion mix, not just one in which they specialize like advertising of the product? Comment. Q44) Define DAGMAR Approach? What are the challenges to the DAGMAR Approach? Q45) What do you mean by advertising budget? Q46) Which kinds of firms are likely to invest in advertising and sales experiments? What are the problems and limitations of such experiments? Q47) Define AIDA Model? Q48) What factors would you consider to decide the target audience of your Ad? Q49) Explain a.) Deceptive Ad b.) Unfair Ad Q50) What would you do if you run out of ideas for a new Ad? Q51) Discuss the various basis of classification of advertising. Give examples. Q52) Discuss the social aspects of advertising. Give examples. Q53) Discuss the role of advertising in the marketing mix. Q54) Discuss the legal aspects of advertising Q55) Based on the textbook's definition of advertising, how is advertising different from publicity? Q56) Based on the definitions of advertising, sales promotion and publicity in the text, is the following an example of advertising? Why or why not? If not, what are they? *Stan Lee, co-creator of Iron-man in the comic books, appears on the "Today" show and discusses the new movie, "Iron-man II. (Is this advertising for the movie? For Iron-Man Toys?) *An infomercial television program for exercise equipment which buys time to run the show on various television stations or cable networks. *The "Teen-Age Mutant Ninja Turtles" TV program. (Is this advertising for the action figure toys?)
Q57) Many people like to assert that advertising makes mass demand possible and that manufacturers brand and advertise their products to sell more. How does an understanding of the evolution of national advertising by producers during the 19th century show that such assertions are probably false? Q58) People often say that advertising is what makes mass production and mass distribution of products possible. How does the evolution of national brands and advertising prove such assertions as false? Q59) Why weren't 19th century magazines an important advertising medium for early advertisers of branded products? Q60) What is meant by the distinction between sales promotion moving the product toward the consumer while advertising moves the consumer toward the product. Q61) Explain Agency Compensation? UNIT2: COPY DECISSION Q1) What is a copy? What are the mistakes commonly made while preparing a copy? Q2) Define advertising copy, elements of a copy and essentials of a good copy? Q3) What are the objectives of copy? State essentials of a good copy. Q4) What is advertising copy. How is it written. Q5) Discuss the headlines and the basis of writing advertising copy them. UNIT3: BRANDING ENVIROMENT Q1) In the 19th century, companies of unbranded goods were selling all they produced. To sell more, they would manufacturer more products and it all sold. Under these conditions, why did the first companies start to brand and advertise their products? Q2) What is the difference between generic and brand advertising? What is difference between retail and national advertising? Q3) Define brand image? Q4) What do you mean by Brand Awareness and Brand Attitude?
Q5) Dose a Brand has Equity and Personality? If yes then explain with an example? Q6) What are the objectives of advertising with reference to brand allocation? UNIT4: MEDIA PLANNING AND STRATEGY Q1) What is advertising planning? Q2) How is media selected? How cost efficiency is a determinant in,media selection? Q3) Define Media Strategy? Q4) What do you understand by the term budget? Also explain the meaning of advertising budget and how it should be prepared? Q5) Describe the various methods of setting advertising budget. Q6) What is media planning. Discuss the various factors that are to be considered for the selection of a suitable media. Q7) Pick out a print and a television advertisement that you feel is informative and one of each that you fell is not informative and explain your choices. Do you feel that television advertising in general is informative? Q8) The planning cycle is a way of thinking and not a sequence of procedure? Comment on Advertising Campaign? Q9) How is the target market identified under advertising? Q10) Define Media Planning? Develop and implement media strategies? Q11) What is advertising copy. How is it written. Q12) Discuss the headlines and the basis of writing them. Q13) What are the various media vehicles used under advertisement? Q14) What is campaign planning. Discuss the various steps involved in it. Q15) Discuss the requisites of an effective layout. Q16) What is media planning. Discuss the various factors that are to be considered for the selection of a suitable media. Q17) Write a note on different types of media available to advertisers.
Q18) Write a note on different types of media available to advertisers. Q19) How effective is online advertising? Which type of products should be advertised online? Q20) What is campaign planning. Discuss the various steps involved in it. Q21) Discuss the requisites of an effective layout. Q22) Explain the various sources of print media information in brief? Q23) How would you design and promote an advertising campaign? Q24) What are the various media available for advertising today? Which of them is most successful in your opinion and why? Q25)What are the various ways to measure the effectiveness of an advertising campaign? Q26) How would you choose the best media to promote your advertisement? UNIT5: INTRODUCTION TO SALES PROMOTION Q1) Define Sales Promotion. Q2) What are the Objectives of Sales Promotion? Q3) Explain the problems or risk involved in sales promotion? Q4) What are the common sales promotion strategies and tactics? Q5) What are the positive and negative effects of sales promotion on brand volume? Q6) Briefly examine the factors influencing sales promotion growth. Q7) Define the objectives of sales promotion and budget allocation? Q8) What are the factors which influence sales promotion growth? Q9) What is the importance of sales promotion in Marketing? Q10) Define the Conventional methods and Non Conventional methods of Sales Promotion? Q11) What are the different types of risks involved in Sales Promotion?
Q12) Differentiate between advertising and sales promotion? Q13) What are the reasons factors which lead to doing sales promotion? Q14) What are the draw backs or risks of sales promotion? Q15) Lots of money and time need to be spent in advertising, if sales promotion has to work. Why is advertising required for sales promotion? Q16) Define how sales promotion effects sales. Illustrate with an example? UNIT6: SALES PLANNING AND PROMOTION Q1) What is the importance of Sales Displays. Q2) How dose Sales Promotion Affects Sales? Q3) Define the design issues related to Sales Promotion? UNIT7: SALES PROMOTION TOOLS AND TECHNIQUES Q1) What are the different types of sales promotion?define the various tools and techniques used in sales promotion (briefly)? Q2) Define the Tools and Techniques used in sales promotion? Q3) Write short notes on:- a) Price Deals b) Price Packs c) Coupons d) Contests and sweepstakes e) Premiums Q4) Identify a sales promotion that has recently been run that you think works to enhance the brand image and one that serves to hurt brand image. Justify you selection. Q5) How do the consumer pricing and risk perception correlate to sales promotion? Q6) Distinguish between the sweepstakes and contest? Q7) What is the pragmatic difference between public relations and publicity?
Q8) Write Short Notes on:- a) Communication Barriers. b) Advertising of new products. c) Institutional Advertising. d) Social Advertising. e) Economic aspects of advertising. f) Advertising copy. g) Story Copy. i) Radio Commercials. j) Advertising Campaign. k) Media Scheduling. Q9) Write short notes on: a) Essentials of Financial Ads b) Advertising Media c) Objectives of Advertising d) Newspaper Advertising e) Disadvantages of Television Advertising f) Advertising as a Career Q10) Write Short Notes:- a) Media Objectives b) Distinguish between Advertising and Publicity c) Advertising Strategies d) Elements of copy e) Media Planning Q11) Write Short Notes:- a) Transit Media. b) Print Media. c) Sales Promotion. d) Ethics in advertising. Q12) Write short notes: a) Buying TV time b) Audience Measures c) Purchasing Space d) Advertising Budget Q13) Write short notes: Price Deals,
Price-Packs, Refunds & Rebates, Coupons, Contests & Sweepstakes, Product Sampling, Trade Coupons, Exchange or Buyback Offers