Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 3rd Sem 2830102 Integrated Marketing Communication Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 2830102 Date:09/05/2019
Subject Name: Integrated Marketing Communication
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Find the correct option. Each is carrying 1 mark.
6
Q.1
(a)
____________ fragmentation has resulted in media fragmentation Objective
Questions
1.
A. Purchasing B. Market
C. Product D. Public Relations
2.
Which of the following promotional tools is often the most
effective tool at certain stages in the buying process, particularly
in building up buyers? preferences, convictions and actions?
A. Advertising B. . Public Relations
C. Personal Selling D Sales Promotion
3.
A ______________ is a promotion strategy that calls for
spending a lot on advertising and consumer promotion to build
up consumer demand. If the strategy is successful consumer
demand will move the product through the channel
A. Push Strategy B. Integrated Strategy
C. Blocking Strategy D. Pull Strategy
4.
The number of different persons exposed to a particular media
schedule at least once during some specified time is the
__________ of an advertisement.
A. Iteration B. Reach
C. Frequency D. Coverage
5.
The type of trade-promotion tool in which the manufacturer
takes a fixed amount off the list price on each case purchased
during a stated period of time is called a/an
A. Discount B. Premium
C. Allowance D. Rebate
6.
Ratan Singh is a chef in a new restaurant located in a posh
locality of town. He has sent out press releases to the major local
media and has invited food critics to dine in his restaurant. Ratan
is engaging in?
A. Personal selling B. Advertising
C. Sales Promotion D. Public Relations
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1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 2830102 Date:09/05/2019
Subject Name: Integrated Marketing Communication
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Find the correct option. Each is carrying 1 mark.
6
Q.1
(a)
____________ fragmentation has resulted in media fragmentation Objective
Questions
1.
A. Purchasing B. Market
C. Product D. Public Relations
2.
Which of the following promotional tools is often the most
effective tool at certain stages in the buying process, particularly
in building up buyers? preferences, convictions and actions?
A. Advertising B. . Public Relations
C. Personal Selling D Sales Promotion
3.
A ______________ is a promotion strategy that calls for
spending a lot on advertising and consumer promotion to build
up consumer demand. If the strategy is successful consumer
demand will move the product through the channel
A. Push Strategy B. Integrated Strategy
C. Blocking Strategy D. Pull Strategy
4.
The number of different persons exposed to a particular media
schedule at least once during some specified time is the
__________ of an advertisement.
A. Iteration B. Reach
C. Frequency D. Coverage
5.
The type of trade-promotion tool in which the manufacturer
takes a fixed amount off the list price on each case purchased
during a stated period of time is called a/an
A. Discount B. Premium
C. Allowance D. Rebate
6.
Ratan Singh is a chef in a new restaurant located in a posh
locality of town. He has sent out press releases to the major local
media and has invited food critics to dine in his restaurant. Ratan
is engaging in?
A. Personal selling B. Advertising
C. Sales Promotion D. Public Relations
2
Q.1 (b) Give the definition of the following. Each is carrying 1 mark.
1.Transformational Advertising
2. TRP
3. Storyboard
4. Teaser Advertising
04
Q.1 (c) What are Creative Boutiques? 04
Q.2 (a) Choose a brand of your choice and develop a detailed Integrated
Marketing Communication model for the same.
07
(b) Discuss various methods by which advertisingcompanies are
compensated
07
OR
(b) Define IMC. Explain how integrated marketing communication differs
from traditional advertising
advertising and promotion.Detail Question
07
Q.3 (a) What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives. What are some of the problems associated with
the use of DAGMAR?
07
(b) Discuss the difference between an advertising appeal and creative
execution style. Describe main appeals and execution styles.
07
OR
Q.3 (a) What are the various risks involved in taking celebrities for
advertisements?
07
(b) Discuss various Push and Pull Strategies with appropriate examples 07
Q.4 (a) Discuss advantages and disadvantages of internet as marketing
communication tools
07
(b) Explain which marketing communication tools can be selected low
involvement and high involvement products
07
OR
Q.4 (a) Discuss various methods of promotional scheduling. Give examples of
products/services which might employ these methods
07
(b) Explain Elaboration Likelihood Model with appropriate examples 07
Q.5 Case Study 14
Aspirin is so potent that many in the health professions contend that if
it were invented today, it would be only available by prescription. In
1897, Felix Hoffman chemically concocted the first synthetic aspirin
compound, known as acetylsalicylic acid. At the time he was working
for the Bayer Company. In 1899 Bayer Aspirin was introduced. It was
the first tablet ever to be marketed as a water-soluble pill. Fifty billion
aspirins are consumed worldwide annually. A variety of painkillers line
the store shelves today, but only aspirin is proven to have long-term
cardiovascular and anticancer benefits. In spite of these positive aspects
to the product, a concern that aspirin might contribute to Reye?s
syndrome in children, a disease that affects the brain and liver, has led
to aspirin having an identity crisis. There is a generation of individuals
who have grown up assuming other drugs have completely replaced
aspirin. Ask someone for a aspirin these days, and you?re likely to
receive a Tylenol. Aspirin manufacturers are trying to educate people
that simple aspirin can help keep them alive.
FirstRanker.com - FirstRanker's Choice
1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 2830102 Date:09/05/2019
Subject Name: Integrated Marketing Communication
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Find the correct option. Each is carrying 1 mark.
6
Q.1
(a)
____________ fragmentation has resulted in media fragmentation Objective
Questions
1.
A. Purchasing B. Market
C. Product D. Public Relations
2.
Which of the following promotional tools is often the most
effective tool at certain stages in the buying process, particularly
in building up buyers? preferences, convictions and actions?
A. Advertising B. . Public Relations
C. Personal Selling D Sales Promotion
3.
A ______________ is a promotion strategy that calls for
spending a lot on advertising and consumer promotion to build
up consumer demand. If the strategy is successful consumer
demand will move the product through the channel
A. Push Strategy B. Integrated Strategy
C. Blocking Strategy D. Pull Strategy
4.
The number of different persons exposed to a particular media
schedule at least once during some specified time is the
__________ of an advertisement.
A. Iteration B. Reach
C. Frequency D. Coverage
5.
The type of trade-promotion tool in which the manufacturer
takes a fixed amount off the list price on each case purchased
during a stated period of time is called a/an
A. Discount B. Premium
C. Allowance D. Rebate
6.
Ratan Singh is a chef in a new restaurant located in a posh
locality of town. He has sent out press releases to the major local
media and has invited food critics to dine in his restaurant. Ratan
is engaging in?
A. Personal selling B. Advertising
C. Sales Promotion D. Public Relations
2
Q.1 (b) Give the definition of the following. Each is carrying 1 mark.
1.Transformational Advertising
2. TRP
3. Storyboard
4. Teaser Advertising
04
Q.1 (c) What are Creative Boutiques? 04
Q.2 (a) Choose a brand of your choice and develop a detailed Integrated
Marketing Communication model for the same.
07
(b) Discuss various methods by which advertisingcompanies are
compensated
07
OR
(b) Define IMC. Explain how integrated marketing communication differs
from traditional advertising
advertising and promotion.Detail Question
07
Q.3 (a) What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives. What are some of the problems associated with
the use of DAGMAR?
07
(b) Discuss the difference between an advertising appeal and creative
execution style. Describe main appeals and execution styles.
07
OR
Q.3 (a) What are the various risks involved in taking celebrities for
advertisements?
07
(b) Discuss various Push and Pull Strategies with appropriate examples 07
Q.4 (a) Discuss advantages and disadvantages of internet as marketing
communication tools
07
(b) Explain which marketing communication tools can be selected low
involvement and high involvement products
07
OR
Q.4 (a) Discuss various methods of promotional scheduling. Give examples of
products/services which might employ these methods
07
(b) Explain Elaboration Likelihood Model with appropriate examples 07
Q.5 Case Study 14
Aspirin is so potent that many in the health professions contend that if
it were invented today, it would be only available by prescription. In
1897, Felix Hoffman chemically concocted the first synthetic aspirin
compound, known as acetylsalicylic acid. At the time he was working
for the Bayer Company. In 1899 Bayer Aspirin was introduced. It was
the first tablet ever to be marketed as a water-soluble pill. Fifty billion
aspirins are consumed worldwide annually. A variety of painkillers line
the store shelves today, but only aspirin is proven to have long-term
cardiovascular and anticancer benefits. In spite of these positive aspects
to the product, a concern that aspirin might contribute to Reye?s
syndrome in children, a disease that affects the brain and liver, has led
to aspirin having an identity crisis. There is a generation of individuals
who have grown up assuming other drugs have completely replaced
aspirin. Ask someone for a aspirin these days, and you?re likely to
receive a Tylenol. Aspirin manufacturers are trying to educate people
that simple aspirin can help keep them alive.
3
Q1.Consumers who buy aspirin because they have run out but not
because they have a current need for the product are probably going
through which response hierarchy sequence?
Q2. What type of communication should the aspirin industry use if its
goal is to promote the benefits of aspirin in a manner that it seems to
allow the industry to have little or no control over the message content?
7
7
OR
Q.5 Case Study 14
Sedona Advertising is developing a marketing campaign for a Latter-
Day Skates, a skateboard manufacturer. The greatest emphasis has been
placed on the design of a series of ads featuring the riders using their
boards in thrilling, extreme riding situations. The agency has pre tested
the recall of these print ads. As part of the ad evaluation process, the
agency determined the Latter-Day?s share of voice is 6 percent and its
share of market is 4.4 percent for its last ad campaign during which it
spent $35,000.
As part of this integrated marketing campaign, Sedona is also
designing sales promotion activities. Latter-Day wants to link the sales
of its best selling long boards to its new line of Vert-Rider specialty
boards without cannibalizing sales of the established product. This is
the first ever line of skateboards designed with vertical riding in mind.
As Sedona gears up for this campaign, the owner of Latter-Day Skates
announces he really wants to build community awareness of what the
company does, especially its charitable work. This new promotional
task is being added after most of the budget has already been allocated.
Sedona Advertising is searching for a way to meet the owner?s goals
within his current budget.
Q1.What would be the most likely advertising objectives for the two
products listed
Q2. What is the most probable way for Sedona to help Latter-Day
Skates get the word out about their charitable work and still stay within
the budget?
7
7
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This post was last modified on 19 February 2020