Advertising and Sales Promotion Autumn 2008

ALLAMA IQBAL OPEN UNIVERSITY - ISLAMABAD

Level: BA Semester: Autumn 2008

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.1 What is meant by sales promotion? Describe sales promotion techniques used by different organizations with particular reference to Pakistan. (20)

 

Q.2 What is meant by product literature? How to make product literature more effective? (20)

 

Q.3 Describe various types of personal selling with appropriate examples. (20)

 

Q.4 Describe the nature and characteristics of personal selling with examples. (20)

 

Q.5 What is meant by media penetration? Also comment on the viewing and listening habits with reference to timing and frequency 0f exposure. (20)

 

Q.6 Differentiate between competitive, long-tenn and defensive marketing strategies with relevant examples (20)

 

Q.7

            a) Many organizations, clients, or advertisers seek advertising agency's services for a variety of reasons. Explain those reasons with appropriate examples. (10)

            b) Describe how does an advertising agency work? (10)

 

Q.8 Describe the problems involved in client - advertising agency relationships. Give appropriate examples. (20)



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