Total No. of Questions—7] [Total No. of Printed Pages—2
Seat
No. [5368]-34
M.M.M. (Semester III) EXAMINATION, 2018
304 MARKETING COMMUNICATION
(2008 PATTERN)
Time Three Hours Maximum Marks 70
N.B. Attempt any five questions.
(ii All questions carry equal marks.
1. Explain and discuss the concept of "Integrated Marketing
Communications" with suitable examples.
2. Suggest suitable sales promotion schemes for the following
Washing powder used for clothes
Sports Bike.
3. Discuss the advantages and disadvantages of different types of
Media used for advertising.
4. Discuss the organisational structure of an Advertising Agency and
explain the role played by various departments.
5. What are the factors affecting Advertising Budget Discuss any
two appropriation methods used for advertising budget.
[5368]-34 2
6. Explain the concept of 'Event Management'. Discuss the different
opportunities and challenges in event management.
7. Write short notes on (any two)
Evaluation of advertising copy
Celebrity endorsement
Personal selling as a tool for communication in Industrial
Marketing
Reach and Frequency.