Jawaharlal Nehru Technological University Hyderabad 2012-5th Sem M.B.A keting communications (E5310), Iester s - Question Paper
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Code No: E5310
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD MBA - III Semester Examinations, February -2012 MARKETING COMMUNICATIONS Time: 3hours Max. Marks: 60
Answer any five questions All questions carry equal marks
1. What is marketing communication? Describe the steps in integrated Marketing communication.
2. Explain the purpose and functions of advertising in marketing mix.
3. What is target marketing? Explain the DAGMAR approach to set objectives.
4. What is creative Advertising? Discuss the new trends in Advertising.
5. What is Brand planning? How do you manage brands with current trends of Advertising? Explain with examples.
6. Explain the implications of reverse engineering in product management.
7. Write a note on:
a) Brand lifecycle.
b) Brand loyalty.
c) Brand repositioning
d) Symbiotic branding
8. What are the brand extension strategies in Indian context? Explain.
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