Download JNTU-Hyderabad MBA 3rd Sem R15 2019 Dec 723AF Integrated Marketing Communications Question Paper

Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2019 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 - 2019
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) Explain the importance of Direct Marketing. [5]
b) Discuss salient features of DAGMAR approach. [5]
c) Is there any relation between recall and persuasion? Discuss. [5]
d) Examine the importance of mobile advertising. [5]
e) Discuss advertiser influence and control over media. [5]

PART - B 5 ? 10 Marks = 50

2. Explain the various reasons for growing importance of integrated marketing
communication. [10]
OR
3. Discuss how integrated marketing communications perspective differs from traditional
advertising and promotion. [10]

4. What are the various ways of measuring communication effectiveness of advertising?
[10]
OR
5. Discuss the various stages involved in consumer decision making process. [10]

6. Evaluate the pros and cons of using humor as the basis of advertising campaign. [10]
OR
7. What are the advantages and disadvantages of using a comparative advertising
message? [10]

8. Explain the concept of transit advertising. What are its advantages and disadvantages?
[10]
OR
9. Explain the role of Direct Marketing in the IMC program. [10]

10. Discuss how advertising can affect product costs and the prices consumers pay for
products and services. [10]
OR
11. What is the impact of advertising on society with respect to cultural values and
lifestyles? [10]

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