Download JNTU-Hyderabad MBA 3rd Sem R15 2019 Dec 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, December - 2019

INTEGRATED MARKETING COMMUNICATIONS

Time: 3hours

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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

1. a) Explain the importance of Direct Marketing. [5]

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2. b) Discuss salient features of DAGMAR approach. [5]
3. c) Is there any relation between recall and persuasion? Discuss. [5]
4. d) Examine the importance of mobile advertising. [5]
5. e) Discuss advertiser influence and control over media. [5]

PART - B

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5 × 10 Marks = 50

1. 2. What are the various ways of measuring communication effectiveness of advertising? [10]
2. OR
3. 3. Discuss the various stages involved in consumer decision making process. [10]
4. 4. Evaluate the pros and cons of using humor as the basis of advertising campaign. [10]

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5. OR
6. 5. What are the advantages and disadvantages of using a comparative advertising message? [10]
7. 6. Explain the various reasons for growing importance of integrated marketing communication. [10]
8. OR
9. 7. Discuss how integrated marketing communications perspective differs from traditional advertising and promotion. [10]

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10. 8. Explain the concept of transit advertising. What are its advantages and disadvantages? [10]
11. OR
12. 9. Explain the role of Direct Marketing in the IMC program. [10]
13. 10. Discuss how advertising can affect product costs and the prices consumers pay for products and services. [10]
14. OR

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15. 11. What is the impact of advertising on society with respect to cultural values and lifestyles? [10]

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