GTU MBA Last 10 Years 2010-2020 Question Papers || Gujarat Technological University
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GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER 3 - EXAMINATION - WINTER 2018
Subject Code:3539212
Subject Name: Integrated Marketing Communication
Time:10:30 AM To 01:30 PM Total Marks: 70
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Date:10/12/2018
Instructions:
- Attempt all questions.
- Make suitable assumptions wherever necessary.
- Figures to the right indicate full marks.
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| Q. No. | Question | Marks |
|---|---|---|
| Q.1 | Explain following
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| Q.2 | (a) Explain Marketing and Promotional Process Model | 07 |
| (b) | Explain Classical Conditioning theory with application in advertising. OR Explain Hierarchy of Effects Model in reference to selling approach. | 07 |
| Q.3 | (a) Explain Consumer oriented sales promotion tools | 07 |
| (b) | Explain any five advertising execution technique and explain with example. OR Explain how channel factors affects in communication process in advertising. | 07 |
| Q.4 | (a) Google is utilizing hoardings or billboards along with TVC to promote its services. Create strategies for other support media (Transit) how you can support the activities for the brand. | 07 |
| (b) | Explain limitation and advantages of Television Medium. OR --- Content provided by FirstRanker.com --- Explain the components of advertising campaign from creative angle. | 07 |
| Q.5 | (a) Explain the comparative advantages for Print media | 07 |
| (b) | Explain any three budgeting approaches used in advertising. | 07 |
| CASE STUDY: | ||
| Heinz Salad Cream, one of the company‘s best known brands, was showing signs of losing its previously high market share. The salad cream sector as a whole was in decline. Heinz has consistently held over 50% of the market for salad cream. As of 1998 the figure for Heinz was 59%, whilst its nearest rival held only a 20% share. The drift away from salad cream towards food dressings caused Heinz to examine its Salad Cream's future. It was decided, therefore, that a major investment was needed to introduce a whole new generation of consumers to the product. In March 2000 Heinz launched a £10 million campaign involving radio and television advertising, posters and press, a dedicated Internet site, sponsorship deals, promotions campaigns and public relations and sampling campaigns. Each medium shared the same unifying theme: —Any Food Tastes Supreme with Heinz Salad Cream. | ||
| The overall marketing objectives were to target the 20-30 age groups in particular and younger consumers generally, to create a sense of individuality about the Heinz Salad Cream brand that is —quirky“and fun, to widen consumption of the product beyond merely being a dressing for salads. | ||
| Acting on their research findings, Heinz decided that it would not alter the product itself, but would repackage it in new fluted bottles, based on the original shape, with bright eye-catching labels to give it a contemporary image. The next step was to decide upon the most effective way to promote the product. A new advertising campaign was launched on national television in April 2000. Humorous advertisements were designed to illustrate how the young and —young at heart “could turn dull food into a tasty treat. Heinz took an unusual step for a grocery brand that of advertising on radio. | ||
| Advertisements, using well known songs, playfully suggest that Salad Cream can make even the most unlikely meals e.g. pigeons, rats and ducks - taste good. This fun approach was, yet again, an attempt to illustrate the campaign‘s unifying features of product versatility and its beneficial effects | ||
| The Heinz Salad Cream Comedy Tour took the product on the road to raise its public profile. The 20day nationwide tour enabled sampling amongst the audience as well as exposing them to a total brand experience. The tour was supported by radio and newspaper promotions, which reached a large number of consumers. | ||
| (a) | Celebrity endorsements remain a popular tool for marketers. But too many times brands use the wrong celebrities. In this context, explain how can a celebrity endorsement help the brand and when they can work fruitfully? | 07 |
| (b) | Explain how IMC approach has helped Heinz to achieve their desired goals or objectives for the given product. OR In today's time social media is important for any campaign or media; If you would have been in this situation how you would utilize social media to support this campaign. | 07 |
| (b) | Too many companies use a celebrity in an attempt to establish credibility with consumers. But the only thing that builds a brand in the mind of the consumer is public relations and word-of-mouth generated by an idea. “In this regard, explain the aspects of public relations and word-of-mouth. | 07 |
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