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

Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2019 May 723AF Integrated Marketing Communications Previous Question Paper

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Code No: 723AF
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-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 impact of Encoding and Decoding as part of the communication process.
[5]
b) What are the steps to be taken for developing the promotions opportunity analysis? [5]
c) What are the major goals of advertising? [5]
d) What are the different types of consumer promotions? [5]
e) ?Marketing overemphasizes materialism?. Explain in the context of IMC. [5]

PART - B 5 ? 10 Marks = 50

2. Explain in detail the different types of barriers to marketing communication and suggest
measures to overcome them. [10]
OR
3. Explain the Hedonic Experiential Model (HEM) in consumer decision making. [10]

4. Explain the ?meet-the-competition? and ?what we can afford? methods of determining
marketing communications budget. [10]
OR
5. Explain, with appropriate examples, any four types of message evaluation techniques.[10]

6. Compare the Internet advertising with Outdoor advertising and bring out their the pros and
cons? [10]
OR
7. Explain the brand strategies in relation to advertising message. [10]

8. Explain with suitable examples, the different categories of trade incentives. [10]
OR
9. Explain the concepts of Brand Loyalty and Sales support in relation to IMC Internet
programs. [10]

10. Discuss the Government/Legal regulations of advertising and promotion. [10]
OR
11. Explain with appropriate examples, the usage of misleading and deceptive advertisements.
[10]

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R15
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