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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 03 • EXAMINATION SUMMER 2017
Subject Code: 2830102 Date: 11/05/2017
Subject Name: Integrated Marketing Communication
Time: 02.30 PM TO 05.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1

Answer the following multiple choice questions.
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1
Television network managers know that the audience for golf tournaments is relatively small in number. However, majority of the viewers are from high-income group. The networks sell advertising for golf tournaments based on segmentation.
Demographic
Psychographic
Geographic
Attitude
2
Companies use external advertising agencies primarily because:
They provide the client with the services of highly skilled individuals who are specialists in their fields.
They allow for more top management involvement in advertising decisions.
They gain knowledge about competitors' activities.
They are able to respond more quickly to environmental changes than any other organizational system.
3
A marketer who uses symbols or catchy rhymes in its advertisements is making use of:
Mnemonics
Evoked sets.
Trigger points.
Heuristics.
4
Saraswati saw a television ad for soda that claimed to help consumers lose weight upon its consumption over a course of time. She could not comprehend how a sweetened carbonated beverage could help a consumer improve his or her physical fitness. Saraswati's inability to understand the advertising message indicates a problem with:
decoding of the message
encoding of the message
sourcing of the message
channeling the message
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Ranveersinh, a popular actor, appears in a cell phone company's promotional communications. The cell phone company hopes her appearance in its advertising will lead to whereby the target audience is motivated to adopt attitudes and preferences similar to Ranveersinh's.
Identification
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Internalization
Commercialization
the primacy effect
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What is an animatic?
It is a videotape of the storyboard along with soundtrack
It is the audio portion of an ad
It is the generic music used in an ad
It is a script that has received final approval from an advertiser
Q. 1

Identify which of the following statements are true or false.
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1 The integrated marketing communications approach to marketing communications planning and strategy is popular among business-to-business marketers.
2 The goal of integrated marketing communications is to generate both short-term financial returns and build long-term brand and shareholder value.
3 The first step in the IMC planning process is to review the marketing plan and objectives.
4 The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.
Q. 1

Define following:
1. Reach Frequency
2. Publicity
3. USP
4. Direct marketing
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Q. 2

Explain consumer decision making process.
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Q. 2

Explain the participants in the integrated marketing communication process.
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OR
Q. 2

Explain the Vaughn's FCB planning model
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Q. 3

Explain various types of message appeals with example
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Q. 3

Explain various tools of IMC with proper examples
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OR
Q. 3

Explain pros and cons of Print advertising.
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Q. 3

Explain DAGMAR approach in detail
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Q. 4

Discuss the social, economic and legal implications of fairness creams advertisements.
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Q. 4

Explain how emerging new Media offers opportunity to build a customer relationship. How would a consumer durables company build relationship
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using the internet?
OR
Q. 4

Give a detailed organization structure and operations of the advertising industry.
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Q. 4

What is Sales Promotion? Enlist and Explain different sales promotion techniques used by tours travel companies to promote their domestic international tours.
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Q. 5
Assume that you have been appointed as Manager for a Multinational Firm entering Indian markets with its brand of "Packaged Coconut Drink". Design an "IMC Programme" for this firm in the capacity of Marketing Manager.
Justify your answer appropriately.
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OR
Q. 5
Create a RADIO script for a 30 second advertisement on "Safe Streets for Women".
Indicate who the target audiences of your advertisement are.
Why do you think your ad will work on them?
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