Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 3539212 Integrated Marketing Communication Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 3539212 Date:04-12-2019
Subject Name: Integrated Marketing Communication
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following terms in brief:-
(a) Advertising
(b) Sleeper Effect
(c) Creative Boutique
(d) Clutter
(e) Zipping & Zapping
(f) Coverage
(g) Frequency
14
Q.2 (a) Define Integrated Marketing Communication and explain various tools
of it with suitable examples.
07
(b) Discuss the advantages and disadvantages of decentralized system used
in any company of your choice for advertising and promotion? If you
are hired as a product manager in the company, what role will you play
in context of advertising and promotion?
07
OR
(b) Suppose you are the owner of an event management company. There is
an upcoming rock music concert in the city which is being coordinated
by your company. Design a detailed media plan for the same and
discuss it in detail.
07
Q.3 (a) Explain the various methods of compensating ad agencies.
07
(b) Explain different top down budgeting methods. Also list down the
factors influencing advertising budgets.
07
OR
Q.3 (a) Explain the FCB model.
07
(b) What do you mean by advertising appeal? What are different types of
appeals? Give suitable example of television commercials for each type
of appeal.
07
Q.4 (a) What is DAGMAR? Explain how marketers use DAGMAR in
establishing their objectives. What are the issues associated with the use
of DAGMAR?
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 3539212 Date:04-12-2019
Subject Name: Integrated Marketing Communication
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following terms in brief:-
(a) Advertising
(b) Sleeper Effect
(c) Creative Boutique
(d) Clutter
(e) Zipping & Zapping
(f) Coverage
(g) Frequency
14
Q.2 (a) Define Integrated Marketing Communication and explain various tools
of it with suitable examples.
07
(b) Discuss the advantages and disadvantages of decentralized system used
in any company of your choice for advertising and promotion? If you
are hired as a product manager in the company, what role will you play
in context of advertising and promotion?
07
OR
(b) Suppose you are the owner of an event management company. There is
an upcoming rock music concert in the city which is being coordinated
by your company. Design a detailed media plan for the same and
discuss it in detail.
07
Q.3 (a) Explain the various methods of compensating ad agencies.
07
(b) Explain different top down budgeting methods. Also list down the
factors influencing advertising budgets.
07
OR
Q.3 (a) Explain the FCB model.
07
(b) What do you mean by advertising appeal? What are different types of
appeals? Give suitable example of television commercials for each type
of appeal.
07
Q.4 (a) What is DAGMAR? Explain how marketers use DAGMAR in
establishing their objectives. What are the issues associated with the use
of DAGMAR?
07
Page 2 of 3
(b) Which are the factors advertising manager should consider while
choosing celebrity endorser? Also explain the pros and cons with
practical examples of using celebrities in advertisements.
07
OR
Q.4 (a) Describe the three methods of promotional scheduling. Give examples
of products and/or services that might employ each method.
07
(b) What is transformational advertising? As an ad maker, for which type/
category of products will you use such ads and why? Discuss the same
with examples of advertising coming on television.
07
Q.5
CASE STUDY:
George Hansen is General Manager for the Marigold Inn in Augusta, Georgia.
Sharon
Coombs is Restaurant and Food Services Manager for the Inn. She
reports to George. Two years ago, Sharon noticed a decline in room
service business, the highest margin portion of her operation. This
decline coincided with an increase in the national sales of pizza delivery
and carryout firms as well as an increase in the number of empty pizza boxes from
these firms being left in guest rooms in the Inn. Her immediate response
was to install a pizza oven in the kitchen and offer room service pizza
to guests. The effort met with modest success, though it was well below
her expectations. Questionnaires completed by departing guests revealed
a problem of product quality.
Focusing on this problem, Sharon improved the Inn?s pizza until blind
taste tests judged it at least equal in quality to the products of the two
major pizza delivery competitors in Augusta. Sales did not improve,
convincing Sharon that the problem was a perceived mismatch between
the hotel?s image and guests? expectations of pizza makers. Guests
simply did not seem to believe that the traditional steak and seafood restaurant at
the Inn could make a high-quality, authentic pizza. Based on this
conclusion, Sharon presented the following proposal to George: ?Sales of
room service pizza are stagnant due to guests? misperception that our product is
lower in quality than that of competitors. This misperception is based
on the belief that until we disassociate our pizza from the Marigold Inn
name. Therefore, to capture more room service pizza business, we
should create a ?Napoli Pizza? image for our guest room delivery
service by:
? Preparing ?Napoli Pizza? brochures for each guest room, complete with a phone
number with a prefix different from that of Marigold Inn. The number
will reach a special phone in room service, which will be answered, Napoli
Pizza, authentic Italian pizza from old, family recipes.?
? Using special ?Napoli Pizza? boxes for delivering room service pizza
to guests.
? Issuing ?Napoli Pizza? hats and jackets to room service personnel for
use in pizza delivery. Room service waiters and waitresses will wear these garments to
deliver pizza. They will change to their regular uniforms for other
deliveries.?
(a) How should George respond to this proposal?
07
(b) Suggest proper IMC tools to improve the sales of Inn.
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 3539212 Date:04-12-2019
Subject Name: Integrated Marketing Communication
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following terms in brief:-
(a) Advertising
(b) Sleeper Effect
(c) Creative Boutique
(d) Clutter
(e) Zipping & Zapping
(f) Coverage
(g) Frequency
14
Q.2 (a) Define Integrated Marketing Communication and explain various tools
of it with suitable examples.
07
(b) Discuss the advantages and disadvantages of decentralized system used
in any company of your choice for advertising and promotion? If you
are hired as a product manager in the company, what role will you play
in context of advertising and promotion?
07
OR
(b) Suppose you are the owner of an event management company. There is
an upcoming rock music concert in the city which is being coordinated
by your company. Design a detailed media plan for the same and
discuss it in detail.
07
Q.3 (a) Explain the various methods of compensating ad agencies.
07
(b) Explain different top down budgeting methods. Also list down the
factors influencing advertising budgets.
07
OR
Q.3 (a) Explain the FCB model.
07
(b) What do you mean by advertising appeal? What are different types of
appeals? Give suitable example of television commercials for each type
of appeal.
07
Q.4 (a) What is DAGMAR? Explain how marketers use DAGMAR in
establishing their objectives. What are the issues associated with the use
of DAGMAR?
07
Page 2 of 3
(b) Which are the factors advertising manager should consider while
choosing celebrity endorser? Also explain the pros and cons with
practical examples of using celebrities in advertisements.
07
OR
Q.4 (a) Describe the three methods of promotional scheduling. Give examples
of products and/or services that might employ each method.
07
(b) What is transformational advertising? As an ad maker, for which type/
category of products will you use such ads and why? Discuss the same
with examples of advertising coming on television.
07
Q.5
CASE STUDY:
George Hansen is General Manager for the Marigold Inn in Augusta, Georgia.
Sharon
Coombs is Restaurant and Food Services Manager for the Inn. She
reports to George. Two years ago, Sharon noticed a decline in room
service business, the highest margin portion of her operation. This
decline coincided with an increase in the national sales of pizza delivery
and carryout firms as well as an increase in the number of empty pizza boxes from
these firms being left in guest rooms in the Inn. Her immediate response
was to install a pizza oven in the kitchen and offer room service pizza
to guests. The effort met with modest success, though it was well below
her expectations. Questionnaires completed by departing guests revealed
a problem of product quality.
Focusing on this problem, Sharon improved the Inn?s pizza until blind
taste tests judged it at least equal in quality to the products of the two
major pizza delivery competitors in Augusta. Sales did not improve,
convincing Sharon that the problem was a perceived mismatch between
the hotel?s image and guests? expectations of pizza makers. Guests
simply did not seem to believe that the traditional steak and seafood restaurant at
the Inn could make a high-quality, authentic pizza. Based on this
conclusion, Sharon presented the following proposal to George: ?Sales of
room service pizza are stagnant due to guests? misperception that our product is
lower in quality than that of competitors. This misperception is based
on the belief that until we disassociate our pizza from the Marigold Inn
name. Therefore, to capture more room service pizza business, we
should create a ?Napoli Pizza? image for our guest room delivery
service by:
? Preparing ?Napoli Pizza? brochures for each guest room, complete with a phone
number with a prefix different from that of Marigold Inn. The number
will reach a special phone in room service, which will be answered, Napoli
Pizza, authentic Italian pizza from old, family recipes.?
? Using special ?Napoli Pizza? boxes for delivering room service pizza
to guests.
? Issuing ?Napoli Pizza? hats and jackets to room service personnel for
use in pizza delivery. Room service waiters and waitresses will wear these garments to
deliver pizza. They will change to their regular uniforms for other
deliveries.?
(a) How should George respond to this proposal?
07
(b) Suggest proper IMC tools to improve the sales of Inn.
07
Page 3 of 3
OR
Q.5 (a) Suggest an alternative advertising/ promotional tool that could me
more effective compared to the one discussed in the case.
07
(b)
Discuss the loopholes if any in the communication process and discuss
how they can be rectified.
07
*************
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This post was last modified on 19 February 2020