Visvesvaraya Technological University (VTU) 2007 M.B.A 05 MM 417- INTEGRATED KETING COMMUNICATION MODEL II - Question Paper

FOURTH SEMESTER MBA MODEL ques. PAPER II
MASTERS OF BUSINESS ADMINISTRATION
05MBA MM 417- INTEGRATED MARKETING COMMUNICATION
Note: ans any four full ques. from ques. No.1 to 7
ques. No. eight is compulsory.
All ques. carry equal marks
1.
a) What do you mean promotional mix? (3)
b) The integrated marketing communication movement is being driven by modifications in the ways
companies market their product & services - explain (7)
c) discuss different approaches for setting promotional budget (10)
2.
a) What do you mean by advertising creativity? (3)
b) discuss different methods by which advertising agencies are compensated? (7)
c) explain the importance of media in current Indian Scenario with suitable examples. (10)
3.
a) What do you understand by readership survey? (3)
b) discuss the role of Direct Marketing in IMC (7)
c) Advertising exploits the vulnerability of customers – Evaluate Critically (10)
4.
a) What is event management? (3)
b) Advertising is creative only if it sells the product – Comment .(7)
c) elaborate public relations? How does public relations play an important role in IMC. (10)
5.
a) What do you mean by sales promotion trap (3)
b) Write a note on presetting of finished ads (7)
c) What do you understand by global advertising? discuss the tests used for measuring
advertising effectiveness (10)
6.
a) What do you mean by concept testing (3)
b) discuss the factors that have led to the increase in the importance of sales promotion .(7)
c) Briefly discuss the concepts of pricing and promotion in events with an example. (10)
7.
a) What is unique selling proposition? (3)
b) Compare and contrast commercial and non-commercial advertising with examples. (7)
c) define different factors that effect the promotional budget allocation decision (10)
8. CASE STUDY (COMPULSORY) (20 Marks)

Earning:   Approval pending.