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

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Code No: 723AF

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R15

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, December - 2018

INTEGRATED MARKETING COMMUNICATIONS

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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

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

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PART - B 5 × 10 marks = 50

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

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5. How do you write Ad Copy for various media types: Website, Email, and Social Media? Explain with examples for all the above. [10]
6. OR
7. Describe the framework in Advertising. [10]
8. Explain the principles of Integrated Marketing Communication. [10]
9. OR

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10. Differentiate Verbal Thinkers from Visual Thinkers in Advertising. [10]
11. How do you understand your audience? How psychology of Priming, social proof or price affect ad copy? [10]
12. OR
13. 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]
14. List out, with appropriate examples, the ethical concerns in Ad Creation. [10]

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15. OR
16. Throw light on the various laws to control the erring Advertisements. [10]

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