Sales Promotion — DU B.Com. (Hons.) Previous Year Question Papers

1. (a) What is the meaning of sales promotion, and how does it differ from advertising and personal selling? (9) (b) "Sales promotion is a long-term brand-building activity". Do you agree or disagree? Justify your answer with suitable advantages and disadvantages. (c) Discuss the importance of sale promotion in marketing mix. How does it influence consumer behaviour? (9) 4. (d) Explain the various types of sales promotion used by businesses. Explain using examples. (9) (9) 2. (a) How does sales promotion contribute to brand awareness and competitive advantage? Explain (9) with examples. (9) (b) Critically evaluate the misconception that frequent sales promotions reduce brand value. Explain with examples. (9) (9) (c) What is consumer-oriented sales promotion, and how does it function as a tool to directly influence consumer purchasing behaviour? (9) (d) What role does digital media play in modern sales (9) promotion techniques? (9) (a) A retail clothing brand 'Amrita' has been using frequent discounts and seasonal sales to attract customers. However, over time, customers have (9) started waiting for discounts instead of buying at regular prices. What alternative promotional strategies should the brand adopt to sustain revenue while reducing dependence on discounts? (b) Explain how sales force-oriented sales promotion help in boosting sales performance and motivation. (c) A Cosmetics company is launching a new organic (d) Analyse the role of trade fairs and exhibitions as skincare line and wants to create brands awareness effective sales promotion tools. What are their while encouraging customers trials. They are benefits and limitations? (9) considering offering free samples, discounts and social media contests. Suggest an effective 5. Write short notes on any three:- (6x3=18) promotional strategy that can help the brand gain (a) Role of Sales Promotion in Relationship Marketing market penetration and establish long tern customer loyalty. (9) (b) Integrated Marketing Communication (d) Price offs vs Refund/Rebates 4. (a) Explain the importance of pre-testing sales promotion strategies. Discuss various methods used to pre-test their promotional campaigns. (9) (9) (b) What are the key components of well-designed sales promotion program? Discuss how each component contributes to achieving marketing (c) Explain the importance of ethics in sales promotion. Give relevant examples. (9) (9)