NMIMS University 2005 Post Graduate Diploma Bank management Integrated keting Communications

18 Out of the awareness set, only a few brands will fall in ________ set.
a.consideration set
b.Total set
c.Purchase set

19 When there is high involvement and many differences ranging from brands, individuals display ________ buying behaviour.
a.Dissonance reducing
b.Variety seeking
c.Complex

20 In the expectancy value model, marketers strategy of altering beliefs about our brand is an example of ______________ repositioning.
a.Psychological repositioning
b.Competitive depositioning
c.Real repositioning

ans Any 1 ques. out of two ques.. ( 20 )

Q.1Show how buying behaviour for computers will affect the marketing strategies.

Q.2Give practical examples of how marketers are making prospective customers notice their
advertisements.



















part II - INTEGRATED MARKETING COMMUNICATIONS ( 60 MARKS )

Fill in the blanks ( 20 )

1.The 4th P of marketing mix is ____________.
a.proof of performance
b.packaging
c.promotion

2.____________is earliest known form of Direct Marketing.
a.Direct Mail
b.Telemarketing
c.Catalogue

3.__________ is also called point of purchase activity.
a.Event sponsorship
b.Merchandising
c.Sales promotion

4.__________ acts as a silent salesman.
a.Packaging
b.Advertising
c.Sales promotion

5.Business handled by an agency is called __________.
a.Client
b.Work
c.Account

6.According to George A. Miller, people tend to remember at best ___________ brands in crowded product categories.
a.seven
b.five
c.two

7.Aaker & Myers have added an extra positioning strategy called positioning by ____________.
a.Product class
b.Cultural symbols
c.Product user

8.______________ means using everyday situations in advertisements.
a.Humour
b.Demonstration
c. Slice of life


9 ____________is a very popular medium in south & smaller towns.
a.Outdoor
b.Television
c.Cinema

10_______________is a selective medium.
a.Direct Mailer
b.Radio
c.TV

11 ____________has 2 forms- Inbound & Outbound.
a.Catalogues
b.Telemarketing
c.Direct response

12 _________ pushes the product.
a.Advertising
b.Direct Marketing
c.Sales promotion

13 _____________is impersonal in nature.
a.Merchandising
b.Advertising
c.Sales promotion

14_ ___________ is based on a theme.
a.Personal selling
b.Direct Marketing
c.Event sponsorship

15____________ department coordinates all activity that takes place ranging from Creative, Media & Production.
a.Traffic
b.Client servicing
c.Checking

16 __________should not be used for expensive products, industrial products or medicines.
a.Slice of life
b.Demonstration
c.Humour

17___________ is best for launch announcements.
a.Newspaper
b.TV
c.Radio

18__________ ratings are tracked by INTAM & TAM.
a.Magazines
b.Newspapers
c.TV

19_ ____________ is heavily dependent on database management.
a.Direct Marketing
b.Personal Selling
c.Event sponsorship

20 1 of the areas of concern for corporate image management is ____________ syndrome.
a.Ostrich
b.Crow
c.Bull

( 40 )
ans Any 2 ques. out of Four.
Q.1Give two good examples of a sales promotion & justify why you consider them so. Comment on all the elements - the sales promotion offer, the timing, etc.

Q.2Detail out the 7 positioning strategies with two examples in every.

Q.3Take a brand of your option & design a marketing communications (promotion) mix for the identical. Justify your ans.

Q.4Take any brand & conduct a situation analysis.

Earning:   Approval pending.