Advertising and Sales Management

MBA (Semester III) Paper: ASM -303

Section- D & Global
MST-II
Maximum time: 1hour Maximum Marks:20

Note- Attempt any two questions

1. (a) Advertising provides the reasons to buy, while sales promotion provides
incentives to buy. Elucidate the statement drawing upon the comparative
objectives of Advertising and Sales Promotion.
(b) Imagine that you are the Sales Promotion manager of a new company
marketing potato chips. The company intends to compete with well
established brands like Uncle Chips, Lays etc. What kind of sales
promotion or advertising strategy do you need to get into the consumers
purchase basket?
2. What are the reference groups? Do all the groups work as a reference group?
Why or why not? Also provide a note on celebrity appeals. Discuss with
appropriate examples
3. What are major criticisms of advertising? Cite two advertising campaigns /
advertisements which you have found to be unethical.

Advertising and Sales Management

MBA (Semester III) Paper: ASM -303
Section- D & Global
MST-II
Maximum time: 1hour Maximum Marks:20

Note- Attempt any two questions

1. (a) Advertising provides the reasons to buy, while sales promotion provides
incentives to buy. Elucidate the statement drawing upon the comparative
objectives of Advertising and Sales Promotion.
(b) Imagine that you are the Sales Promotion manager of a new company
marketing potato chips. The company intends to compete with well
established brands like Uncle Chips, Lays etc. What kind of sales
promotion or advertising strategy do you need to get into the consumers
purchase basket?
2. What are the reference groups? Do all the groups work as a reference group?
Why or why not? Also provide a note on celebrity appeals. Discuss with
appropriate examples
3. What are major criticisms of advertising? Cite two advertising campaigns /
advertisements which you have found to be unethical.