Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2016 Summer 3rd Sem 2830102 Integrated Marketing Communication Imc Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? ? EXAMINATION ? SUMMER 2016
Subject Code: 2830102 Date: 06/05/2016
Subject Name: Integrated Marketing Communication (IMC)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
6
Q.1
(a)
What is the main objective of informative advertising?
1.
A. To stimulate primary
demand
B. To create selective demand
C. To keep the brand in
consumers' minds
during the mature
stage of the product
life cycle
D. None of the above
2.
Which of the following is not an element of communication?
A. Sender B. Feedback
C. Decoding D None of the above
3.
Which type of advertising objective is the most important for mature products?
A.
Persuasive
advertising
B. Informative advertising
C.
Reminder
advertising
D. Comparison advertising
4.
Another name for an organization?s marketing communications mix is:
A. The sales force. B. The advertising program.
C. The image mix. D. The promotion mix.
5.
The first step in developing an advertising program should be to:
A. Set the advertising
budget.
B.
Develop advertising strategy.
C.
Set advertising
objectives.
D. Evaluate advertising campaigns.
6.
The marketing communications mix consists of six major modes of communications.
Which of the following is NOT one of these modes?
A. Personal selling B. Direct marketing
C. Sales promotions D. Packaging
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? ? EXAMINATION ? SUMMER 2016
Subject Code: 2830102 Date: 06/05/2016
Subject Name: Integrated Marketing Communication (IMC)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
6
Q.1
(a)
What is the main objective of informative advertising?
1.
A. To stimulate primary
demand
B. To create selective demand
C. To keep the brand in
consumers' minds
during the mature
stage of the product
life cycle
D. None of the above
2.
Which of the following is not an element of communication?
A. Sender B. Feedback
C. Decoding D None of the above
3.
Which type of advertising objective is the most important for mature products?
A.
Persuasive
advertising
B. Informative advertising
C.
Reminder
advertising
D. Comparison advertising
4.
Another name for an organization?s marketing communications mix is:
A. The sales force. B. The advertising program.
C. The image mix. D. The promotion mix.
5.
The first step in developing an advertising program should be to:
A. Set the advertising
budget.
B.
Develop advertising strategy.
C.
Set advertising
objectives.
D. Evaluate advertising campaigns.
6.
The marketing communications mix consists of six major modes of communications.
Which of the following is NOT one of these modes?
A. Personal selling B. Direct marketing
C. Sales promotions D. Packaging
2
Q.1 (b) 1) Explain push and pull promotion mix strategies for reaching the
market.
2)Explain the term Needle Drop
3) Advertising appeals should have which characteristics.
4) What is DAGMAR?
04
Q.1 (c) Explain any three bases of segmentation. Give example for each one. 04
Q.2 (a) Define IMC. Explain how integrated marketing communication differs
from traditional advertising and promotion.
07
(b) What is the various economic and social impact of advertising? 07
OR
(b) Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a) Explain the agency compensation strategies in detail 07
(b) Discuss the supportive and non supportive reasons to measure advertising
effectives.
07
OR
Q.3 (a) What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives.
07
(b) What is media planning? Explain the problems in media planning. 07
Q.4 (a) What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples.
07
(b) Discuss the difference between pre-testing and post- testing. Give
appropriate example of each.
07
OR
Q.4 (a) Describe how cultural differences might impact viewers? perceptions of
advertisements. Discuss with example
07
(b) Explain various elements of communication process. How does a channel
factor influence the receiver of the message? Justify your answer with
suitable example.
07
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1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? ? EXAMINATION ? SUMMER 2016
Subject Code: 2830102 Date: 06/05/2016
Subject Name: Integrated Marketing Communication (IMC)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
6
Q.1
(a)
What is the main objective of informative advertising?
1.
A. To stimulate primary
demand
B. To create selective demand
C. To keep the brand in
consumers' minds
during the mature
stage of the product
life cycle
D. None of the above
2.
Which of the following is not an element of communication?
A. Sender B. Feedback
C. Decoding D None of the above
3.
Which type of advertising objective is the most important for mature products?
A.
Persuasive
advertising
B. Informative advertising
C.
Reminder
advertising
D. Comparison advertising
4.
Another name for an organization?s marketing communications mix is:
A. The sales force. B. The advertising program.
C. The image mix. D. The promotion mix.
5.
The first step in developing an advertising program should be to:
A. Set the advertising
budget.
B.
Develop advertising strategy.
C.
Set advertising
objectives.
D. Evaluate advertising campaigns.
6.
The marketing communications mix consists of six major modes of communications.
Which of the following is NOT one of these modes?
A. Personal selling B. Direct marketing
C. Sales promotions D. Packaging
2
Q.1 (b) 1) Explain push and pull promotion mix strategies for reaching the
market.
2)Explain the term Needle Drop
3) Advertising appeals should have which characteristics.
4) What is DAGMAR?
04
Q.1 (c) Explain any three bases of segmentation. Give example for each one. 04
Q.2 (a) Define IMC. Explain how integrated marketing communication differs
from traditional advertising and promotion.
07
(b) What is the various economic and social impact of advertising? 07
OR
(b) Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a) Explain the agency compensation strategies in detail 07
(b) Discuss the supportive and non supportive reasons to measure advertising
effectives.
07
OR
Q.3 (a) What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives.
07
(b) What is media planning? Explain the problems in media planning. 07
Q.4 (a) What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples.
07
(b) Discuss the difference between pre-testing and post- testing. Give
appropriate example of each.
07
OR
Q.4 (a) Describe how cultural differences might impact viewers? perceptions of
advertisements. Discuss with example
07
(b) Explain various elements of communication process. How does a channel
factor influence the receiver of the message? Justify your answer with
suitable example.
07
3
Q.5 Aspirin is so potent that many in the health professions contend that if it
were invented today, it would be only available by prescription. In 1897,
Felix Hoffman chemically concocted the first synthetic aspirin compound,
known as acetylsalicylic acid. At the time he was working for the Bayer
Company. In 1899 Bayer Aspirin was introduced. It was the first tablet
ever to be marketed as a water-soluble pill. Fifty billion aspirins are
consumed worldwide annually.
A variety of painkillers line the store shelves today, but only aspirin is
proven to have long-term cardiovascular and anticancer benefits. In spite
of these positive aspects to the product, a concern that aspirin might
contribute to Reye?s syndrome in children, a disease that affects the brain
and liver, has led to aspirin having an identity crisis. There is a generation
of individuals who have grown up assuming other drugs have completely
replaced aspirin. Ask someone for a aspirin these days, and you?re likely
to receive a Tylenol. Aspirin manufacturers are trying to educate people
that simple aspirin can help keep them alive.
Question
1) Consumers who buy aspirin because they have run out but not
because they have a current need for the product are probably
going through which response hierarchy sequence?
2) What type of communication should the aspirin industry use if its
goal is to promote the benefits of aspirin in a manner that it seems
to allow the industry to have little or no control over the message
content?
14
OR
FirstRanker.com - FirstRanker's Choice
1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? ? EXAMINATION ? SUMMER 2016
Subject Code: 2830102 Date: 06/05/2016
Subject Name: Integrated Marketing Communication (IMC)
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
6
Q.1
(a)
What is the main objective of informative advertising?
1.
A. To stimulate primary
demand
B. To create selective demand
C. To keep the brand in
consumers' minds
during the mature
stage of the product
life cycle
D. None of the above
2.
Which of the following is not an element of communication?
A. Sender B. Feedback
C. Decoding D None of the above
3.
Which type of advertising objective is the most important for mature products?
A.
Persuasive
advertising
B. Informative advertising
C.
Reminder
advertising
D. Comparison advertising
4.
Another name for an organization?s marketing communications mix is:
A. The sales force. B. The advertising program.
C. The image mix. D. The promotion mix.
5.
The first step in developing an advertising program should be to:
A. Set the advertising
budget.
B.
Develop advertising strategy.
C.
Set advertising
objectives.
D. Evaluate advertising campaigns.
6.
The marketing communications mix consists of six major modes of communications.
Which of the following is NOT one of these modes?
A. Personal selling B. Direct marketing
C. Sales promotions D. Packaging
2
Q.1 (b) 1) Explain push and pull promotion mix strategies for reaching the
market.
2)Explain the term Needle Drop
3) Advertising appeals should have which characteristics.
4) What is DAGMAR?
04
Q.1 (c) Explain any three bases of segmentation. Give example for each one. 04
Q.2 (a) Define IMC. Explain how integrated marketing communication differs
from traditional advertising and promotion.
07
(b) What is the various economic and social impact of advertising? 07
OR
(b) Compare and contrast the AIDA model from the hierarchy of effect
model. Justify your argument with appropriate example.
07
Q.3 (a) Explain the agency compensation strategies in detail 07
(b) Discuss the supportive and non supportive reasons to measure advertising
effectives.
07
OR
Q.3 (a) What is DAGMAR? Explain how marketers might use DAGMAR in
establishing objectives.
07
(b) What is media planning? Explain the problems in media planning. 07
Q.4 (a) What are some of the organizational characteristics that influence the
IMC-budgeting decision? Explain with suitable examples.
07
(b) Discuss the difference between pre-testing and post- testing. Give
appropriate example of each.
07
OR
Q.4 (a) Describe how cultural differences might impact viewers? perceptions of
advertisements. Discuss with example
07
(b) Explain various elements of communication process. How does a channel
factor influence the receiver of the message? Justify your answer with
suitable example.
07
3
Q.5 Aspirin is so potent that many in the health professions contend that if it
were invented today, it would be only available by prescription. In 1897,
Felix Hoffman chemically concocted the first synthetic aspirin compound,
known as acetylsalicylic acid. At the time he was working for the Bayer
Company. In 1899 Bayer Aspirin was introduced. It was the first tablet
ever to be marketed as a water-soluble pill. Fifty billion aspirins are
consumed worldwide annually.
A variety of painkillers line the store shelves today, but only aspirin is
proven to have long-term cardiovascular and anticancer benefits. In spite
of these positive aspects to the product, a concern that aspirin might
contribute to Reye?s syndrome in children, a disease that affects the brain
and liver, has led to aspirin having an identity crisis. There is a generation
of individuals who have grown up assuming other drugs have completely
replaced aspirin. Ask someone for a aspirin these days, and you?re likely
to receive a Tylenol. Aspirin manufacturers are trying to educate people
that simple aspirin can help keep them alive.
Question
1) Consumers who buy aspirin because they have run out but not
because they have a current need for the product are probably
going through which response hierarchy sequence?
2) What type of communication should the aspirin industry use if its
goal is to promote the benefits of aspirin in a manner that it seems
to allow the industry to have little or no control over the message
content?
14
OR
4
Q.5 Sedona Advertising is developing a marketing campaign for a Latter-Day
Skates, a skateboard manufacturer. The greatest emphasis has been placed
on the design of a series of ads featuring the riders using their boards in
thrilling, extreme riding situations. The agency has pre tested the recall of
these print ads. As part of the ad evaluation process, the agency
determined the Latter-Day?s share of voice is 6 percent and its share of
market is 4.4 percent for its last ad campaign during which it spent
$35,000.
As part of this integrated marketing campaign, Sedona is also designing
sales promotion activities. Latter-Day wants to link the sales of its best
selling long boards to its new line of Vert-Rider specialty boards without
cannibalizing sales of the established product. This is the first ever line of
skateboards designed with vertical riding in mind. As Sedona gears up for
this campaign, the owner of Latter-Day Skates announces he really wants
to build community awareness of what the company does, especially its
charitable work. This new promotional task is being added after most of
the budget has already been allocated. Sedona Advertising is searching for
a way to meet the owner?s goals within his current budget.
Question
1) What would be the most likely advertising objectives for the two
products listed?
2) What is the most probable way for Sedona to help Latter-Day
Skates get the word out about their charitable work and still stay
within the budget?
14
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This post was last modified on 19 February 2020