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

Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2018 Dec 723AF Integrated Marketing Communications Previous Question Paper

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Code No: 723AF
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, December - 2018
INTEGRATED MARKETING COMMUNICATIONS
Time: 3hours 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 5 ? 5 marks = 25

1.a) What is the role of Communication in getting your marketing message to the
market? [5]
b) What according to you is the difference between acquisition, retention and
engagement? [5]
c) Describe the effectiveness of Internet as an Advertising medium. [5]
d) What are the reasons for the failure of an Ad copy? [5]
e) Can surrogate advertising be called as unethical? Give reasons for your answer with
examples from India. [5]

PART - B 5 ? 10 marks = 50

2. How will you audit your communication channels for marketing communications?
Also, explain how visual communications can be called as marketer?s secret weapon?
[10]
OR
3. Elaborate on Crisis Communications. How does a company deal with Crisis situation?
[10]

4. How do you write Ad Copy for various media types: Website, Email, and Social
Media? Explain with examples for all the above. [10]
OR
5. Describe the planning framework in Advertising. [10]

6. Explain the principles of Integrated Marketing Communication. [10]
OR
7. Differentiate Verbal Thinkers from Visual Thinkers in Advertising. [10]

8. How do you understand your audience? How psychology of Priming, social proof or
price affect ad copy? [10]
OR
9. Highlight the importance of including a mix of media for PR activities in order to
excite your customers. Support you answer with relevant examples. [10]

10. List out, with appropriate examples, the ethical concerns in Ad Creation. [10]
OR
11. Throw light on the various laws to control the erring Advertisements. [10]

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R15
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