Reg. No. Question Paper Code : JK4120) M.B.A. DEGREE EXAMINATION, FEBRUARY/MARCH 2017. (From Academic year ~ 2015 — New Question Paper Pattern) ‘Third Semester General Management DBA 7001 - INTEGRATED MARKETING COMMUNICATIONS (Regulations 2013) ‘Time : Three hours Maximum : 100 marks 10. i. Answer ALL questions. PART A— (10 x 2= 20 marks) What is ‘cliont’ in advertising? What is advertising campaign? What is media plan? What is ‘display advertising’? What is ‘copywriting’ in advertising? What is search engine optimization (SEO)? What is sales promotion? What is ‘free trial’ as a sales promotion technique? What is integrated sales promotion? What is social media marketing? PART. B — (6 x 13 = 65 marks) (a) What are the economic implications of advertising? Or (b) Discuss the process of making an advertising campaign?12, 13, 14, 15. 16. (a) ) @ ) (a) ). (a) (b) (a) (o) Discuss the criteria for choosing a media type. Or Write a detailed cost-benefit analysis of an advertisement. Discuss the distinct role of sales promotion and also write the scope of sales promotion. Or Discuss the various sales promotion techniques with an example. Discuss the strengths and weaknesses of online advertisements. Or Discuss the principles of good layout for an advertisement copy. What are the advantages and disadvantages of outsourcing the national and international promotion strategies? Or How will you do a sales promotion campaign? Explain. PART C— (1x 15 = 15 marks) Critically evaluate how effective the online communications, as a medium, will be for a company-led customer engagement for its brand or brands. or Analyse in detail how the Government of India manage citizen engagement through media (both online and offline) for positioning the recent demonitisation? 2 JK4120Reg. No. Question Paper Code : KJ1120} M.B.A. DEGREE EXAMINATION, FEBRUARY/MARCH 2017. General Management (Third Semester) Marketing Management (Fourth Semester) DBA 7001 — INTEGRATED MARKETING COMMUNICATIONS (Regulations 2013) Time : Three hours Maximum : 100 marks 10. iL ‘Answer ALL questions. PART A — (10 x 2 = 20 marks) What is advertising? What are the objectives of advertising? What are the determinants of advertising media? What is point of purchase advertising? What is media research? What is web advertising? What is sales promotion? What are the objectives of sales promotion? What is online sales promotion? What do you mean by ad campaign? PART B — (5 x 16 = 80 marks) (@) Explain the social implications of advertisement. Or - (6) Explain the importance of planning of an advertising campaign.12, 13. 14, 15. (a) b) @) &) @) ) (a) (b) What do you mean by mural advertising? Discuss its merits and demerits. Or What is mean by press advertising media? Discuss the various forms of press advertising. What types of products or services best match cognitive message strategies? Name the five types of cognitive approaches. Or Which media are best for demonstration-type ads? Explain the various sales promotion techniques. Or What are the key elements of running a successful sales promotion? What is integrated promotion? Explain with suitable examples. Or Explain the role of salesmen and dealers in sales promotion campaign. 2 KJ1120Reg. No. EEEEELLH Question Paper Code :S1120 M.B.A. DEGREE EXAMINATION, FEBRUARY/MARCH 2016. General Management (Third Semester) Marketing Management (Fourth Semester) DBA 7001— INTEGRATED MARKETING COMMUNICATIONS. (Regulations 2013) ‘Time : Three hours - Maximum : 100 marks SEAN Rae wpm i. 12. Answer ALL questions. PART A — (10 x 2= 20 marks) Define Advertising. What is advertising Campaign? What is Media reach? What is Scheduling? What is Layout? What do you mean by Concept Testing. Define Sales Promotion, What is Catalogue Advertising? What is Integrated Sales Promotion? What is Co-ordination? PART B — (5 x 16 = 80 marks) (a) Explain in detail-Social, Economics and Legal Implications of advertisements. Or () Discuss the role of an advertising agency. What are the advantages of using an advertising agency? : (@ What is media plan? Explain the various factors to be considered in the selection of media, Or () What are the different types of Media? List out the advantages and disadvantages.13. 14. 15. @) ) @) b) (a) ) What is Advertisement Copy? Explain the steps in preparing an Advertisement Copy. Or What is media research? How to measure the impact of Advertisement in different Media? Explain the various methods of sales Promotion of Consumer products with suitable examples. Or What are the objectives of Sales Promotion? What is thé importance of Promotional activities in Marketing? ‘What is Online Sales Promotion? Enumerate the different techniques of Online Sales Promotion. Or How to design a sales promotion campaign for newly launched soft drink? Discuss. 2 $1120Reg. No. : : I Question Paper Code: 80120 M.B.A. DEGREE EXAMINATION, AUGUST 2015. Third/Fourth Semester General Management and Marketing Management DBA 7001 — INTEGRATED MARKETING COMMUNICATIONS (Regulations 2013) ‘Time : Three hours Maximum : 100 marks Answer ALL questions. PART A — (10 x 2= 20 marks) 1. Define the concept of advertisement. 2. Write down the role of advertisement agencies while preparing advertisement campaigns. 8. What are the points to be considered while selecting media for rural marketing? Write a note on media scheduling. How could you measure the impact of advertisement? Write down the importance of message in layout. What are the trades oriented sales promotion techniques? How are sales affected by sales promotions? Se AS ee How does the marketer determine the timing of promotion? 10. What are the limitations of sales promotion in a seller's market? PART B— (6 x 16 = 80 marks) 11. (@) “Money spent on advertisement is not wasteful”. Critically examine this statement with examples. Or (b) Explain the social, economic and legal implications of advertisement in detail.12, 13. 14. 15. @ (b) (a) b) @ &) (a) ) “Ideas from radio and print to opinion leaders and from opinion leaders to less active section of society”. Discuss. Or Describe the types of advertising media available to management in India. Outline their relative strengths and weakness, Design a suitable layout for two wheeler advertisement in regional newspaper. Or What are the different types of advertisements? Explain. “Regional promotions often create problems for markets”. Comment and substantiate with examples. Or Discuss the various sales promotion techniques and suggest a suitable method for consumer goods. Discuss the steps involved in designing a sales promotion campaign for organic food products. Or How do sales objectives affect the designing of a sales strategy? Explain the above by taking an example of a 5 star hotel located in a hill station. Z 80120Reg.No.:| | Easel Question Paper Code : 22122 M.B.A. DEGREE EXAMINATION, FEBRUARY/MARCH 2015. ‘Third Semester General Management DBA 7001 — INTEGRATED MARKETING COMMUNICATIONS (Regulations 2013) ‘Time : Three hours Maximum : 100 marks 10, Answer ALL questions. PART A — (10 x 2 = 20 marks) Mention any three objectives of Advertisements. Examine the legal issues involved in advertising. 2 What are the factors influencing media choice? How will you measure the reach of advertisements? What is a layout aspect in an advertisement? What do you mean by concept testing? Explain the advantages and disadvantages of sales promotion as compared to advertising. Define sales promotion. What is integrated promotion? Write about online sales promotion. PART B — (5 x 16 = 80 marks) (a) Explain advertising as a mass communication. What is its role in marketing communication? Or yo Describe the profile of any one of the advertising agency with examples of their advertising campaigns.12, (a) What are the emerging media trends with reference to magazine boom and media marketing? Or \&) Explain the process of advertising budget. Give a suitable illustration for the same. 13. (a) (@) Describe the themes commonly used by copywriters in creating industrial advertisements. (ii) Explain how you would go about in measuring the impact and effectiveness of advertising. Or (b) Discuss the steps and stages involved in producing a TV advertisement. en between trade oriented and consumer oriented sales promotional techniques. Or (b) In what situation sales promotion will be preferred to advertising? Explain with examples. 15(a) Identify and explain the factors that have an influence in sales promotion activities in India. Or (b) How will you design a sales promotion campaign involving salesman and dealers at national level? Give an example. 2 22122