Wednesday, September 9, 2015
PM INTRODUCTION
Promotion mix:
It refers to all the decisions related to promotion of sales of products and services. The important decisions of promotion mix are selecting advertising media, selecting promotional techniques, using publicity measures and public relations etc.
There are various tools and elements available for promotion. These are adopted by firms to carry on its promotional activities. The marketer generally chooses a combination of these promotional tools.
Following are the tools or elements of promotion. They are also called elements of promotion mix:
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relation
1. Advertising:
Advertisement can be defined as the “paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor”.
It is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. The advertisement builds pull effect as advertising tries to pull the product by directly appealing to customer to buy it.
From the above definition we can find that the three distinct features of advertising are:
1. Paid Form:
The sponsor has to pay for advertising he has to bear a cost to communicate with customers.
2. Impersonality:
There is no face to face contact between customers and advertiser. It creates a monologue and not a dialogue.
3. Identified Sponsor:
Advertisement is given by an identified company or firm or individual.
promotion management
II – MBA Promotion Management
Explain the different steps involved in communication process.
What are the factors deciding in promotion mix?
What are the principles of personal selling?
Explain the different steps in selling process.
How to evaluate in personal selling?
What are the different models of Negotiation?
Explain the objectives of advertisement.
Highlight the importance of advertisement.
Explain the different classification of advertisement.
What are the major steps in planning an advertising campaign?
Do you think advertising an investment? Discuss.
Explain the elements of advertising scheduling.
Explain the key factors influencing media planning.
Evaluate critically the role played by different media of advertisement.
What are the principles of advertising copy?
Explain the different styles of advertising copy.
P.K.R ARTS COLLEGE FOR WOMEN, GOBI
II-M.B.A MID-SEMESTER EXAMINATIONS – September 2015
INTEGRATED MARKETING COMMUNICATION (PROMOTION MANAGEMENT)
TIME: 3 HRS MAX. MARKS: 75
ANSWER ANY FIVE QUESTIONS SECTION-A (5*6=30)
1. What are the factors influencing in promotion mix?
2. Discuss the various types of personal selling.
3. Explain the objectives of advertisement.
4. Highlight the importance of advertisement.
5. What are the major steps in planning an advertising campaign?
6. Explain the elements of advertising scheduling.
7. Explain the key factors influencing media planning.
ANSWER ANY THREE QUESTIONS SECTION-B (3*10=30)
8. Explain the various steps in communication process.
9. Explain the different classifications of advertisement.
10. What are the various steps involved in selling process?
11. Evaluate critically the role played by different media of advertisement.
12. What are the principles and styles of advertising copy?
CASE STUDY – COMPULSORY SECTION-C (1*15=15)
13. “Money spent on advertisement is an investment”. Do you agree?
Give reason for your answer.
P.K.R ARTS COLLEGE FOR WOMEN, GOBI
II-M.B.A MID-SEMESTER EXAMINATIONS – JULY 2015
INTEGRATED MARKETING COMMUNICATION(PROMOTION MANAGEMENT)
TIME: 3 HRS MAX. MARKS: 75
ANSWER ANY FIVE QUESTIONS SECTION-A (5*6=30)
1. What are the factors influencing in promotion mix?
2. Explain the objectives of personal selling.
3. Discuss the various types of personal selling.
4. Do you think advertisement is an investment – Discuss.
5. Write detail note on “ strategy six”
6. Explain the different tactics in Negotiation
7. What are the principles of personal selling?
ANSWER ANY THREE QUESTIONS SECTION-B (3*10=30)
8. Explain the various steps in communication process.
9. Critically examine the tools of promotion mix.
10. What are the various steps involved in selling process?
11. How to evaluate the personal selling?
12. Explain the different types of sales force compensation.
13. Highlight the different models of Negotiation.
14. What are the different types of CRM?
CASE STUDY – COMPULSORY SECTION-C (1*15=15)
15. “Money spent on advertisement is wasteful”. Do you agree?
Give reason for your answer.
Explain the different steps involved in communication process.
What are the factors deciding in promotion mix?
What are the principles of personal selling?
Explain the different steps in selling process.
How to evaluate in personal selling?
What are the different models of Negotiation?
Explain the objectives of advertisement.
Highlight the importance of advertisement.
Explain the different classification of advertisement.
What are the major steps in planning an advertising campaign?
Do you think advertising an investment? Discuss.
Explain the elements of advertising scheduling.
Explain the key factors influencing media planning.
Evaluate critically the role played by different media of advertisement.
What are the principles of advertising copy?
Explain the different styles of advertising copy.
P.K.R ARTS COLLEGE FOR WOMEN, GOBI
II-M.B.A MID-SEMESTER EXAMINATIONS – September 2015
INTEGRATED MARKETING COMMUNICATION (PROMOTION MANAGEMENT)
TIME: 3 HRS MAX. MARKS: 75
ANSWER ANY FIVE QUESTIONS SECTION-A (5*6=30)
1. What are the factors influencing in promotion mix?
2. Discuss the various types of personal selling.
3. Explain the objectives of advertisement.
4. Highlight the importance of advertisement.
5. What are the major steps in planning an advertising campaign?
6. Explain the elements of advertising scheduling.
7. Explain the key factors influencing media planning.
ANSWER ANY THREE QUESTIONS SECTION-B (3*10=30)
8. Explain the various steps in communication process.
9. Explain the different classifications of advertisement.
10. What are the various steps involved in selling process?
11. Evaluate critically the role played by different media of advertisement.
12. What are the principles and styles of advertising copy?
CASE STUDY – COMPULSORY SECTION-C (1*15=15)
13. “Money spent on advertisement is an investment”. Do you agree?
Give reason for your answer.
P.K.R ARTS COLLEGE FOR WOMEN, GOBI
II-M.B.A MID-SEMESTER EXAMINATIONS – JULY 2015
INTEGRATED MARKETING COMMUNICATION(PROMOTION MANAGEMENT)
TIME: 3 HRS MAX. MARKS: 75
ANSWER ANY FIVE QUESTIONS SECTION-A (5*6=30)
1. What are the factors influencing in promotion mix?
2. Explain the objectives of personal selling.
3. Discuss the various types of personal selling.
4. Do you think advertisement is an investment – Discuss.
5. Write detail note on “ strategy six”
6. Explain the different tactics in Negotiation
7. What are the principles of personal selling?
ANSWER ANY THREE QUESTIONS SECTION-B (3*10=30)
8. Explain the various steps in communication process.
9. Critically examine the tools of promotion mix.
10. What are the various steps involved in selling process?
11. How to evaluate the personal selling?
12. Explain the different types of sales force compensation.
13. Highlight the different models of Negotiation.
14. What are the different types of CRM?
CASE STUDY – COMPULSORY SECTION-C (1*15=15)
15. “Money spent on advertisement is wasteful”. Do you agree?
Give reason for your answer.
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