ALLAMA IQBAL OPEN UNIVERSITY - ISLAMABAD
Level: BA Semester: Autumn 2007
Paper: Advertising and Sales Promotion (Code 439) Maximum marks: 100
Time allowed: 3 Hours Pass marks: 40
Note: - ATTEMPT FIVE QUESTIONS. ALL CARRY EQUAL MARKS.
Q No 1 Explain the “Core" concept or the central idea of promotion and advertising
Q No 2
a) Explain promotion mix.
b) Differentiate advertising from publicity.
Q No 2 Describe and explain the types of-sales promotion techniques actually used in Pakistan.
Q No 4 Describe the functions of product literature and purpose of direct mail.
Q No 5
a) " What do you mean by “Personal Selling”?
b) Elaborate personal selling when product is at introductory stage of product life cycle.
Q No 6 Discuss the basis for assessing advertising mass media.
Q No 7 Describe different medium of advertising
Q No 8 Write short notes on the following:
1. Role of agencies
2. P0S and POP
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