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

Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2018 Jan 723AF Integrated Marketing Communications Previous Question Paper

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Code No: 723AF
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, January-2018
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) Examine the influence of reference groups on consumer behavior. [5]
b) Explain the importance of DAGMAR approach in setting advertising objectives.
[5]
c) What are the various creative techniques in idea generation stage. [5]
d) Explain the importance of ?word of mouth ? publicity. [5]
e) What is the role played by media in the self-regulation of advertising? [5]

PART - B 5 ? 10 marks = 50

2. Explain the evolution of integrated marketing and its role in branding. [10]
OR
3. Discuss the importance of situation analysis in the development of Integrated
Marketing Communication planning process. [10]

4. Explain the various factors that should be considered while allocating
communication budget. [10]
OR
5. Compare and contrast communicative effectiveness and sales effectiveness of
advertising. [10]

6. Describe the various stages involved in the creative process before generation of
advertising copy. [10]
OR
7. Discuss the various types of television commercials promoted by advertisers and
give suitable examples. [10]

8. What are the various factors that led to the growth of direct marketing? Explain
the advantages and limitations of direct marketing. [10]
OR
9. Describe the various sales promotional tools that are by marketers. [10]

10. Examine the impact of advertising on the values and lifestyles of society. [10]
OR
11.a) Discuss the economic effects of advertising.
b) Explain the social aspects of advertising. [10]

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R15
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