Download JNTUA (JNTU Anantapur) MBA (Master of Business Administration) 2019 June Supplementary 3rd Sem 17E00317 Advertising and Sales Promotion Management Previous Question Paper
MBA III Semester Supplementary Examinations May 2019
ADVERTISING & SALES PROMOTION MANAGEMENT
(For students admitted in 2017 only)
Time: 3 hours Max. Marks: 60
All questions carry equal marks
*****
SECTION ? A
(Answer the following: 05 X 10 = 50 Marks)
1 Elucidate the objectives of advertising and elaborate the classification in detail.
OR
2 Compare and contrast product-oriented and consumer-oriented appeals in advertising.
3 Explain the structure of advertising agency and the role of different departments of advertising
agency.
OR
4 Pick out a print and a television advertisement that you feel is informative and one of each that
you felt is not informative and explain your choices.
5 Discuss various methods of advertising appropriation for finalizing advertising budget.
OR
6 Define advertising effectiveness. Enumerate the pre-testing methods of evaluating advertising
effectiveness.
7 Identify the conventional methods and non conventional methods of sales promotion in the
present consumer dominance market.
OR
8 Enumerate the factors for designing of sales promotion campaign.
9 ?Personal approach is always more effective than written advertisement?. Do you agree? Give
reasons.
OR
10 What do you mean by the term public relations? How do companies leverage public relations?
PART ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
The Reebok brand got a black eye in India last year when an accounting scandal there
resulted in parent company Adidas firing Reebok India managing director Subhinder Singh
Prem and COO Vishun Bhagat as well as shutting down hundreds of its stores. Now the brand
is trying to make a comeback in the world?s second-most-populated country. Adidas is
?repositioning Reebok as a premium fitness brand in India as part of a major revival drive,"
This year alone, Reebok India will open 50 'fit-hub' stores in India which will be more than half
of the 80 such outlets that the sportswear brand has at present globally, mostly in US,
Australia, Korea and Russia. "What happened in the past I s behind us. We are now growth -
focused and we will start with our new retail format of 'fit hub' stores in India," Adidas Group
India Managing Director Eric Haskell says.
Contd. in page 2
Page 1 of 2
FirstRanker.com - FirstRanker's Choice
Code: 17E00317
MBA III Semester Supplementary Examinations May 2019
ADVERTISING & SALES PROMOTION MANAGEMENT
(For students admitted in 2017 only)
Time: 3 hours Max. Marks: 60
All questions carry equal marks
*****
SECTION ? A
(Answer the following: 05 X 10 = 50 Marks)
1 Elucidate the objectives of advertising and elaborate the classification in detail.
OR
2 Compare and contrast product-oriented and consumer-oriented appeals in advertising.
3 Explain the structure of advertising agency and the role of different departments of advertising
agency.
OR
4 Pick out a print and a television advertisement that you feel is informative and one of each that
you felt is not informative and explain your choices.
5 Discuss various methods of advertising appropriation for finalizing advertising budget.
OR
6 Define advertising effectiveness. Enumerate the pre-testing methods of evaluating advertising
effectiveness.
7 Identify the conventional methods and non conventional methods of sales promotion in the
present consumer dominance market.
OR
8 Enumerate the factors for designing of sales promotion campaign.
9 ?Personal approach is always more effective than written advertisement?. Do you agree? Give
reasons.
OR
10 What do you mean by the term public relations? How do companies leverage public relations?
PART ? B
(Compulsory question, 01 X 10 = 10 Marks)
11 Case Study:
The Reebok brand got a black eye in India last year when an accounting scandal there
resulted in parent company Adidas firing Reebok India managing director Subhinder Singh
Prem and COO Vishun Bhagat as well as shutting down hundreds of its stores. Now the brand
is trying to make a comeback in the world?s second-most-populated country. Adidas is
?repositioning Reebok as a premium fitness brand in India as part of a major revival drive,"
This year alone, Reebok India will open 50 'fit-hub' stores in India which will be more than half
of the 80 such outlets that the sportswear brand has at present globally, mostly in US,
Australia, Korea and Russia. "What happened in the past I s behind us. We are now growth -
focused and we will start with our new retail format of 'fit hub' stores in India," Adidas Group
India Managing Director Eric Haskell says.
Contd. in page 2
Page 1 of 2
Code: 17E00317
The Reebok fit-hub stores offer fitness and training products besides advice, guidance and
information on community based fitness events. ?This year 50 fit hub stores will be opened.
The plan is to open 100 such stores by first quarter of 2014,? Haskell said, adding out of the
100 stores, 50 will be new and the remaining half will be renovated ones. Most of the fit-hub
stores would come up in metro cities but few new stores would also be located in tier-II cities,
he added. The company plans to convert all the existing 490 Reebok stores in India to fit-hub
stores in next couple of years. ?It should not take longer than two to three years?, Haskell said.
Questions:
(a) Critically analyze firm?s new strategy.
(b) Reebok has huge residual equity in the country, suggest how it can be leveraged with
communication?
*****
Page 2 of 2
FirstRanker.com - FirstRanker's Choice
This post was last modified on 27 July 2020