Advertising and Sales Promotion Autumn 2009

ALLAMA IQBAL OPEN UNIVERSITY - ISLAMABAD

Level: BA Semester: Autumn 2009

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.l Explain the core concepts of advertising and promotion with examples. 20

 

Q.2

            a) Describe sales promotion techniques being used in Pakistan with examples from different organizations.

            b) Describe the major proposes of sales promotion with examples. 10 + 10

 

Q.3 Describe the nature and purpose and function of product literature and direct mail with examples. 20

 

Q.4 Describe the major kinds of personal selling activities in Pakistan with examples. 20

 

Q.5 Explain how marketing strategies differ from new and existing products in consumer goods. 20

 

Q.6 Describe the functions and roles of advertising agencies In Pakistan with appropriate examples. 20

 

Q.7 What is meant by cIien1-agency relationships’? Want various issues involved in this client-agency relationship 5. Also give solutions to those issues. 20

 

Q.8 Write short notes on the following with examples:

            a) Changing role: of personal selling m Pakistan

            b) Objectives of hard and soil launch old: new product

            c) Planning promotional campaigns

            d) Media penetration (5 + 5 + 5 + 5)



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