Exam Details
| Subject | integrated marketing communication | |
| Paper | ||
| Exam / Course | m.b.a. | |
| Department | ||
| Organization | Institute Of Aeronautical Engineering | |
| Position | ||
| Exam Date | January, 2018 | |
| City, State | telangana, hyderabad |
Question Paper
Hall Ticket No Question Paper Code: CMB403
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA III Semester End Examinations (Regular) January, 2018
Regulation: IARE-R16
INTEGRATED MARKETING COMMUNICATION
(Master of Business Administration)
Time: 3 Hours Max Marks: 70
Answer ONE Question from each Unit
All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
1. Discuss various marketing communication tools used to promote products/services.
Elucidate the major changes that are driving companies to adopt IMC approach.
2. Briefly explain IMC planning process with a neat diagram.
Define segmentation. Can all markets be segmented? Discuss major bases for consumer market
segmentation.
UNIT II
3. Explain how marketers might use DAGMAR approach in setting objectives.
Discuss various methods used to determine promotional budget by the firms.
4. Review post-testing tools and techniques for measuring advertising effectiveness.
Briefly explain the two sales response models with their differences.
UNIT III
5. "According to Advertising experts, creativity in Ad execution is critical for the success of Ad
campaign." Suggest few points that can help to develop a creative ad.
Define creative brief. What are the elements of advertising creative brief?
6. Define advertising appeal. Choose four ads and analyze the particular appeal and execution style
used in each.
Do you think celebrity endorsement is effective? State few advantages of celebrity advertising.
Page 1 of 2
UNIT IV
7. What are the commonly used sales promotion tools for consumer and trade promotion? Discuss.
Elaborate specific characteristics of direct marketing. State its advantages.
8. Analyze the future of mobile advertising in India.
What are some new forms of out of home media used today? Discuss by citing examples.
UNIT V
9. Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from
legal considerations in developing an integrated marketing communications program?
Discuss the principles laid down by the court in deciding about the extent of comparative advertising.
10. What is difference between 'puffery' and in advertising? Explain citing an example.
What is surrogate advertising? Choose any Ad to analyze how advertisers are using surrogate
advertising to promote their products.
Page 2 of 2
INSTITUTE OF AERONAUTICAL ENGINEERING
(Autonomous)
MBA III Semester End Examinations (Regular) January, 2018
Regulation: IARE-R16
INTEGRATED MARKETING COMMUNICATION
(Master of Business Administration)
Time: 3 Hours Max Marks: 70
Answer ONE Question from each Unit
All Questions Carry Equal Marks
All parts of the question must be answered in one place only
UNIT I
1. Discuss various marketing communication tools used to promote products/services.
Elucidate the major changes that are driving companies to adopt IMC approach.
2. Briefly explain IMC planning process with a neat diagram.
Define segmentation. Can all markets be segmented? Discuss major bases for consumer market
segmentation.
UNIT II
3. Explain how marketers might use DAGMAR approach in setting objectives.
Discuss various methods used to determine promotional budget by the firms.
4. Review post-testing tools and techniques for measuring advertising effectiveness.
Briefly explain the two sales response models with their differences.
UNIT III
5. "According to Advertising experts, creativity in Ad execution is critical for the success of Ad
campaign." Suggest few points that can help to develop a creative ad.
Define creative brief. What are the elements of advertising creative brief?
6. Define advertising appeal. Choose four ads and analyze the particular appeal and execution style
used in each.
Do you think celebrity endorsement is effective? State few advantages of celebrity advertising.
Page 1 of 2
UNIT IV
7. What are the commonly used sales promotion tools for consumer and trade promotion? Discuss.
Elaborate specific characteristics of direct marketing. State its advantages.
8. Analyze the future of mobile advertising in India.
What are some new forms of out of home media used today? Discuss by citing examples.
UNIT V
9. Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from
legal considerations in developing an integrated marketing communications program?
Discuss the principles laid down by the court in deciding about the extent of comparative advertising.
10. What is difference between 'puffery' and in advertising? Explain citing an example.
What is surrogate advertising? Choose any Ad to analyze how advertisers are using surrogate
advertising to promote their products.
Page 2 of 2
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