Download JNTU-Hyderabad MBA 3rd Sem R15 2018 Jan 723AF Integrated Marketing Communications Question Paper

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R15

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Code No: 723AF

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, January-2018

INTEGRATED MARKETING COMMUNICATIONS

Time: 3 hours

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Max.Marks: 75

Note: This question paper contains two parts A and B.

Part A is compulsory which carries 25 marks. Answer all questions in Part A.

Part B consists of 5 Units. Answer any one full question from each unit. Each question carries 10 marks and may have a, b, c as sub questions.

PART - A

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5 × 5 marks = 25

1. a) Examine the influence of reference groups on consumer behavior. [5]
2. b) Explain the importance of DAGMAR approach in setting advertising objectives. [5]
3. c) What are the various creative techniques in idea generation stage. [5]
4. d) Explain the importance of ‘word of mouth' publicity. [5]

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5. e) What is the role played by media in the self-regulation of advertising? [5]

PART - B

5 × 10 marks = 50

2. Explain the evolution of integrated marketing and its role in branding. [10]

   OR

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3. Discuss the importance of situation analysis in the development of Integrated Marketing Communication planning process. [10]
4. Explain the various factors that should be considered while allocating communication budget. [10]

   OR

5. Compare and contrast communicative effectiveness and sales effectiveness of advertising. [10]
6. Describe the various stages involved in the creative process before generation of advertising copy [10]

   OR

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7. Discuss the various types of television commercials promoted by advertisers and give suitable examples. [10]
8. What are the various factors that led to the growth of direct marketing? Explain the advantages and limitations of direct marketing. [10]

   OR

9. Describe the various sales promotional tools that are by marketers. [10]

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10. Examine the impact of advertising on the values and lifestyles of society. [10]

    OR

11. a) Discuss the economic effects of advertising. [10]
    b) Explain the social aspects of advertising.

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