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Subject Code: 830102
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Seat No.: Enrolment No.
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER 01- EXAMINATION - SUMMER 2018
Subject Name : Integrated Marketing Communication
Time: 02:30 PM To 05:30 PM
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Instructions:
- Attempt all questions.
- Make suitable assumptions wherever necessary.
- Figures to the right indicate full marks.
| No. | Question Text and Option | Marks |
|---|---|---|
| Q.1 | Which of the following are tools used by public relations departments --- Content provided by FirstRanker.com --- A. Product B. Press relationspublicity C. Counseling D. All of the above | 04 |
| Q.1 | Which type of advertising objective is the most important for mature products A. Persuasive B. Comparison advertising --- Content provided by FirstRanker.com --- AdvertisingC. Reminder D Informative advertising Advertising | 04 |
| Q.1 | What is the name of the promotional tool aimed at building good relations with a company and its publics A. Publicity B. Public relations --- Content provided by FirstRanker.com --- C. Advertising D. Promotion | 04 |
| Q.2 | Any paid type of non-personal promotion and presentation of goods, services or ideas by an identified sponsor is A. Press B. Direct marketing C. Advertising D: All the above | 07 |
| Which of the following an element of communication --- Content provided by FirstRanker.com --- A. Encodation B. SenderC. Feedback D. All the above | ||
| Which of the component is not a part of AIDA Model A. Interest B. Demand C. Action D. Awareness | ||
| (b) Explain the advertising agency role. | ||
| (¢) Differentiate between centralized and decentralized advertising agency. | ||
| (a) Critically analyze the DAGMAR approach. | 07 | |
| (b) Suppose you are the promotion manager of a FMCG company, your company has recently launched XYZ men’s fairness cream. How will you decide the --- Content provided by FirstRanker.com --- promotion strategy and what factors will you keep in mind. | 07 |
Date:04/05/2018
Total Marks: 70
Firstranker's choice
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(b) “To fully appreciate IMC preservative one has to look through the consumer 07
eyes” Justify the given statement.
Q.3 (a) Explain the different types of ad agencies. 07
(b) Discuss any visual Ad and critically analyze its audio and video part. 07
OR
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Q.3 (a) Discuss in details the process of public relation. 07
(b) “Publicity is a very powerful means of IMC it can make or break product” 07
substantiate with help of examples.
Q4 (a) Explain the following Models 07
(A)Elaboration Likelihood model [4]
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(B)The Foot Cone and Belding Model [3]
(b) Some companies spend most on the advertising budget but do not necessarily 07
achieve the highest brand value for their products. Sometimes those who
spend very little are able to achieve this objective. Explain what factors may
lead to these results. Provide examples.
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OR
Q.4 (a) Explain the various factors in establishing and allocating promotional budget. 07
(b) Differentiate between the communication and sales objective and explain the 07
differences with suitable examples.
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Q81 #BKGLars R Gady was aiiawFirstRHRe? BEREbOrhood sy IRl FirdeRaikioE ont 4
built Avon into the world’s largest manufacturer of beauty products. Avon operates
in 135 countries and besides the cosmetics it also sells jewelry, home furnishings,
and baby-care products. Avon pioneered the idea of hiring housewives for direct
selling cosmetics in the neighborhood. But in 1980s, as millions of women began to
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work outside the home, the cosmetics maker’s pool of customers and salesrepresentatives dwindled, and its sales faltered. By 1985, its profits were half what
they had been in 1979. Consumer research showed that many women thought
Avon’s make-up was “stodgy,” its gifts products overpriced, and its jewelry old-
fashioned. So the company created a more contemporary line of jewelry, lowered
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the prices of its giftware to offer more items under $15, and expanded its lipstickand nail polish colours. On the selling side, recruiting sales people had become
problematic, much as it had for other direct sellers like Mary Kay Cosmetics and
Premark International’s Tupperware division. To attract sales representatives and
boost productivity, Avon improved incentive compensation plans and offered free
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training programmes for recruits. As a result, Avon’s direct-sales business — whichaccounts for 70 per cent of sales and 85 per cent of operating profits — experienced a
dramatic turnaround. Within a year sales rose 17 per cent, to $2.9 billion, and
profits jumped as much as 25 per cent. Today more than 450,000 sales
representatives work for Avon and fill out some 50,000 orders daily. Sales exceed
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$3.5 billion a year. Nonetheless, Avon estimates that at least ten million women inthe US who are interested in buying from Avon are unable because no sales
representative is calling. To win back some of the customers and attract new ones,
the company has begun mailing catalogues directly to potential customers
nationwide. The move represents growing concern at Avon that its core market has
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matured. The growing number of women joining work force means that fewer ofthem have time to meet with Avon representatives. Although Avon remains the
nation’s largest direct seller of beauty products, supermarkets and discount stores
are stealing market share. Avon hopes that mail-order catalogues will help to reach
“stranded” customers.
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The plan is to send catalogues to people-who have moved or who no longer are
active buyers. They can then order directly through the company or through a
salesperson. Initial expectations are modest. Avon hopes catalogue sales will reach
$25 million the first year. In the long run, Avon hopes to penetrate major cities and
suburbs, the places where much of the female work force is absent at prime selling
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times. Avon is also increasing the use of toll free numbers in conjunction with thisstrategy
Questions
1.Do you think Ayvon’s approach in response for changing conditions is right for
products that need personal contact by saleswomen?
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2. Suggest any other solution than what Avon is planning to do.
OR
b Figiganker's GhaHe® eginningyqfuibei MR amker Borandertook i pifs BRaHKEIEC ord
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research exercise to understand the current life style. Formally, it reliedupon research inputs form the airline and travel industry. The research
attempted to discover what would appeal to the future Customer. The top
ranking was received by “exclusively”. The findings also revealed that
the company’s existing customer base of traditionalist who like the classy
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understated Taj was shrinking. Taj is powerful brand name, with a highdegree of unaided recall. The recent corporate campaigns strengthen this
strong identity of the Taj. The Taj is symbolized by enigmatic women
who are known for hospitality and efficiency. This is the new identity
developed after consumer attitude study towards the Taj. In —depth
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interviews were conducted. The research was qualitative. The parametersexamined were doing the right things, the quality of check in , the smile,
the greeting or the welcome drink . The taj has been given a distinct
personality of “caring , efficient and enigmatic”. I t is an emotional slot.
The line goes on “ she is the Taj” baseline is “Nobody cares as much”
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Questions:
Q1 A new hotel at tourist spot is trying to create its identity, how can it
be done?
Q2 Discuss the importance of relationship marketing in marketing a
hotel chain.
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