Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 3rd Sem 3539212 Integrated Marketing Communication Imc Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? SUMMER 2019
Subject Code: 3539212 Date:09/05/2019
Subject Name: Integrated Marketing Communication (IMC)
Time: 02.30 pm TO 5.30 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. Question Text and Description Marks
Q.1 Define
(a) Evoked Set
(b) Puffery
(c) CPRP
(d) Sweepstakes
(e) Early adopters
(f) Flighting
(g) Creative Services
14
Q.2 (a)
Define IMC. Explain how integrated marketing communication
differs from traditional advertising and promotion.
07
(b)
What is the various economic and social impact of advertising?
07
OR
(b)
Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a)
Explain the agency compensation strategies in detail
07
(b)
Discuss the supportive and non supportive reasons to measure
advertising effectiveness.
07
OR
Q.3 (a)
What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives
07
(b)
What is media planning? Explain the problems in media planning.
07
Q.4 (a)
What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples
07
(b)
Discuss the difference between pre-testing and post- testing. Give
appropriate example of each
07
OR
Q.4 (a)
Describe how cultural differences might impact viewers? perceptions
of advertisements. Discuss with example
07
(b)
Explain various elements of communication process. How does a
channel factor influence the receiver of the message? Justify your
answer with suitable example.
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? SUMMER 2019
Subject Code: 3539212 Date:09/05/2019
Subject Name: Integrated Marketing Communication (IMC)
Time: 02.30 pm TO 5.30 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. Question Text and Description Marks
Q.1 Define
(a) Evoked Set
(b) Puffery
(c) CPRP
(d) Sweepstakes
(e) Early adopters
(f) Flighting
(g) Creative Services
14
Q.2 (a)
Define IMC. Explain how integrated marketing communication
differs from traditional advertising and promotion.
07
(b)
What is the various economic and social impact of advertising?
07
OR
(b)
Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a)
Explain the agency compensation strategies in detail
07
(b)
Discuss the supportive and non supportive reasons to measure
advertising effectiveness.
07
OR
Q.3 (a)
What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives
07
(b)
What is media planning? Explain the problems in media planning.
07
Q.4 (a)
What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples
07
(b)
Discuss the difference between pre-testing and post- testing. Give
appropriate example of each
07
OR
Q.4 (a)
Describe how cultural differences might impact viewers? perceptions
of advertisements. Discuss with example
07
(b)
Explain various elements of communication process. How does a
channel factor influence the receiver of the message? Justify your
answer with suitable example.
07
Page 2 of 3
Q.5
CASE STUDY:
Advertising at Various Stages of Rin?s Lifecycle Launched in a bar
form. Rin was the first-ever detergent bar launched in India in 1970
after test marketing it in 1969. Although direct competition was
absent at this stage, the challenge in those introductory years was to
distinguish Rin detergent bar from other regular washing soaps, by
talking about its superior benefits. The communication therefore
focused on Rin?s concentration cleaning power and established that
?Rin bar washed 50% more clothes and washed them whiter than
any other soap?. In order to make this benefit more visual, Rin
commercials featured the lighting flash mnemonic with the powerful
baseline, ?Whiteness Strikes with Rin?. After the first 10 years post
its launch, Rin shifted its focus from communicating mere functional
advantages to building an emotional bond with Indians. While the
message proposition still remained the same- ?to communicate
superior whiteness,?- the advertising tone became more emotional.
Television commercials showed non-Rin users getting jealous by Rin
whiteness and visuals of off white clothes being crossed over b Rin
whiteness. The catch line, ?Bhala uski kameez meri kameez se zyada
safed kaise??Became very successful and was used as the prime
theme for different media executions for almost 10 years. Rin
remained the market leader for nearly 20years with practically no
competition till about 1987. Then, modeling on Rin?s success, many
low priced detergent bars were launched, most prominent among
them being Nirma. To meet with this new challenge, Rin introduced
Super Power Rin focusing not only on whiteness but also on the
power and economy of the detergent. To strengthen the value
proposition of Rin in the wake of competition, the brand emphasized
three-pronged superiority: greater whiteness, lesser detergent
quantity requirement (?Zara sa Rin?), and more number of clothes
that could be washed by the same amount of detergent (depicted by a
stack of clean clothes washed by the Rin housewife). In the mid-90s,
with the market stagnating a bit, and with powder concentrate brands
attacking the detergent bars, Rin launched Rin Supreme bar and Rin
Shakti powder. The former promised less sogginess whereas the
latter was positioned as aspirational brand that plugged the gap
between premium and mass market powders. Due to increasing
competition, Rin resorted to comparative advertising that established
Rin?s superiority by demonstrating onscreen that Rin Shakti could
wash out dirt even form clothes washed with ordinary bars. It
launched a commercial featuring ?Rin Whiteness challenge? wherein
housewives were shown testing the Rin whiteness and finding it
whiter than their detergents. Competition remained intense through
those years and Rin launched more variants of its product. A
research conducted by HLL, the company behind the Rin brand,
indicated that more than 25% consumers rated detergents based on
their ability to deliver whiteness. Another survey on habits and
attitudes of consumers also revealed that maintaining whiteness of
clothes 2 was the second most important consumer problem.
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? SUMMER 2019
Subject Code: 3539212 Date:09/05/2019
Subject Name: Integrated Marketing Communication (IMC)
Time: 02.30 pm TO 5.30 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. Question Text and Description Marks
Q.1 Define
(a) Evoked Set
(b) Puffery
(c) CPRP
(d) Sweepstakes
(e) Early adopters
(f) Flighting
(g) Creative Services
14
Q.2 (a)
Define IMC. Explain how integrated marketing communication
differs from traditional advertising and promotion.
07
(b)
What is the various economic and social impact of advertising?
07
OR
(b)
Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a)
Explain the agency compensation strategies in detail
07
(b)
Discuss the supportive and non supportive reasons to measure
advertising effectiveness.
07
OR
Q.3 (a)
What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives
07
(b)
What is media planning? Explain the problems in media planning.
07
Q.4 (a)
What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples
07
(b)
Discuss the difference between pre-testing and post- testing. Give
appropriate example of each
07
OR
Q.4 (a)
Describe how cultural differences might impact viewers? perceptions
of advertisements. Discuss with example
07
(b)
Explain various elements of communication process. How does a
channel factor influence the receiver of the message? Justify your
answer with suitable example.
07
Page 2 of 3
Q.5
CASE STUDY:
Advertising at Various Stages of Rin?s Lifecycle Launched in a bar
form. Rin was the first-ever detergent bar launched in India in 1970
after test marketing it in 1969. Although direct competition was
absent at this stage, the challenge in those introductory years was to
distinguish Rin detergent bar from other regular washing soaps, by
talking about its superior benefits. The communication therefore
focused on Rin?s concentration cleaning power and established that
?Rin bar washed 50% more clothes and washed them whiter than
any other soap?. In order to make this benefit more visual, Rin
commercials featured the lighting flash mnemonic with the powerful
baseline, ?Whiteness Strikes with Rin?. After the first 10 years post
its launch, Rin shifted its focus from communicating mere functional
advantages to building an emotional bond with Indians. While the
message proposition still remained the same- ?to communicate
superior whiteness,?- the advertising tone became more emotional.
Television commercials showed non-Rin users getting jealous by Rin
whiteness and visuals of off white clothes being crossed over b Rin
whiteness. The catch line, ?Bhala uski kameez meri kameez se zyada
safed kaise??Became very successful and was used as the prime
theme for different media executions for almost 10 years. Rin
remained the market leader for nearly 20years with practically no
competition till about 1987. Then, modeling on Rin?s success, many
low priced detergent bars were launched, most prominent among
them being Nirma. To meet with this new challenge, Rin introduced
Super Power Rin focusing not only on whiteness but also on the
power and economy of the detergent. To strengthen the value
proposition of Rin in the wake of competition, the brand emphasized
three-pronged superiority: greater whiteness, lesser detergent
quantity requirement (?Zara sa Rin?), and more number of clothes
that could be washed by the same amount of detergent (depicted by a
stack of clean clothes washed by the Rin housewife). In the mid-90s,
with the market stagnating a bit, and with powder concentrate brands
attacking the detergent bars, Rin launched Rin Supreme bar and Rin
Shakti powder. The former promised less sogginess whereas the
latter was positioned as aspirational brand that plugged the gap
between premium and mass market powders. Due to increasing
competition, Rin resorted to comparative advertising that established
Rin?s superiority by demonstrating onscreen that Rin Shakti could
wash out dirt even form clothes washed with ordinary bars. It
launched a commercial featuring ?Rin Whiteness challenge? wherein
housewives were shown testing the Rin whiteness and finding it
whiter than their detergents. Competition remained intense through
those years and Rin launched more variants of its product. A
research conducted by HLL, the company behind the Rin brand,
indicated that more than 25% consumers rated detergents based on
their ability to deliver whiteness. Another survey on habits and
attitudes of consumers also revealed that maintaining whiteness of
clothes 2 was the second most important consumer problem.
Page 3 of 3
Thus realizing the importance of whiteness to Indian housewives,
HLL launched an improved version of Rin power that gave double
whiteness. The path breaking innovation did not contain any mud-
like ingredients, unlike other detergents. Hence it thoroughly
dissolved in water and brought enhanced whiteness. In early 2004,
when P&G?s prominent detergent Tide slashed its prices to half, Rin
decided not compete on the price platform and stayed put with the
whiteness proposition. However, Tide was also positioned on the
?whiteness? advantage. To counter Tide?s offensive, Rin decided to
launch Rin Advance and establish that only Rin whiteness was true
whiteness. To score a notch above Tide, it even brought in India?s
celebrity idol Amitabh Bachchan. A television commercial showed
Amitabh as a school principal, checking out a boy?s shirt and asking,
?Ye naya rang kaunsa hai??, thus harping on ?Advanced White
being a new color, whiter than regular white. Based on the same
theme, a ?Safedi ka Shahenshah? promotion was also launched in
May 2005. Also a re-launch of the Rin Shakit powder revived and
reinforced the brand mnemonic of the lightning. The communication
strengthened the power of the mnemonic by alluding to it even in the
audio and the tagline ?Bijli girl!? Rin has partnered with the
television channel Star Plus and launched ?Rin Mera Star Super
Star? ? a nationwide talent hunt program providing a platform to
talented children to showcase their potential.
(a) What different Stages of Rin?s lifecycle are depicted? In what stage
of its PLC is Rin Currently placed?
07
(b) What product and communication strategies has Rin used in various
PLC stages to fight competitive threats?
07
OR
Q.5 (a) Discuss the pros and cons of endorsing celebrities in the above case.
07
(b)
In the above context discuss the fittest medium and its pros and cons.
07
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This post was last modified on 19 February 2020