Rashtrasant Tukadoji Maharaj Nagpur University 2009 M.B.A Marketing Management %3A- Group A %3A ADVERTISING AND INTEGRATED KETING COMMUNICATION - Question Paper

MDN/KS/09 - 1875-A
Second Semester Master of Business Administration (M. B. A) exam
(New Course)
Group A : Marketing Management
ADVERTISING AND INTEGRATED MARKETING
COMMUNICATION
Paper - I
Time : 3 Hours ] [ Max. Marks : 80
N. B. : (l) Attempt 5 questions, atleast 2 ques. from every part are compulsory. (2) All ques. carry equal marks.
part A
1. What could be the promotion mix components and objectives of followings. discuss and justify your responses :­
(1) Frozen chicken.
(ii) Beach side cofe coffee Day restaurant.
(iii) Premium brand toilet soap.
(iv) Racer's Bike.
2. discuss with . improper examples how, as per the P. L. C, the Integrated Marketing Communication (IMC) objectives modifications.
3. `Go - Green- is the township project of 'Nagpur­Builders' which they want to launch in Nagpur suggest the company. '
(i) Special attributes of the project with Unique
selling proposition (LT.. S. P).
(ii) Marketing communication strategies for positioning and building the brand.

4. Why is Marketing Communication Research important .= discuss how Advertising and Target Market Research is conducted.

5. (i) discuss the importance of word of mouth communication in Brand promotion.
(ii) Identify and discuss the roles of :­
(a) Opinion leaders in purchase of agricultural equipments and fertilizers.
(b) Reference Groups in purchase of Mobiles and Luxury cars.
part B
6. "The effectiveness of advertising depends upon the extend to which the advertising message is received and accepted by the target audience". explain the statement. discuss the advertising Message Execution process.
-7. discuss the term `Account Management'. What efforts should be taken to improve Client Agency Interface.
8. discuss "Pull and Push" strategy of promotion through channels. How does it have an edge over personal selling.
9. discuss the principles and concepts of Corporate Communication.
10. Write notes on (any two) :­
(a) Legal and ethical problems in I M C.
(b) Communication in Multicultural Marketing.
(c) Internet and e-commerce Media.
(d) Trade indicates and event sponsorship.

Earning:   Approval pending.