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Question Paper Code : 40304
M.B.A. DEGREE EXAMINATION, APRILIMAY 2015.
Elective
”
BA 7014 ~ INTEGRATED MARKETING COMMUNICATION c )
(Regulation 2013)
‘Time : Three hours imum: 100 marks
Answer ALL questions. \ 'y
PART A— (10x 2=20 marks) ‘ ij
1. Define integrated marketing communication, , ‘ ( a
2. Mention any two reasons for the failure o} ‘ Iverfisement campaigns.
3. What do you mean by advertisgmenti GeSbyin rint media?
4. Write a short note on copy wriging) NY
5. Write two tools for on-ling’ses ear oy
6° Why do sales. ae fo Kaela training?
7. Give two reasons witppod public relations are necessary.
& — Mention the elggents of promotional mix.
9. What,do Jou refer by the term ‘social publicity’?
10. Writetivo important de-merits of social media in marketing.
PART B— (5 x 16 = 80 marks)
“H. (a) Discuss the social, economic and legal implications of fairness creams
advertisements,
Or
(0) Give a detailed account of the structure and operations of the advertising
industry.
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12. (a) Explain the media plenning process and promotional scheduling,
Or
(b) What is media research? How relevant are they in measuring the validity
and impact of advertisements?
18, (@) Clearly chart and explain the various types of sales promotion techniques -«/
used by the ‘jewelers’ industry in India. a
Or
(b) Clearly explain the promotions made by on-line vendors like ‘fio:
India,
wot
14. (a) Briefly describe the budgeting techniques followéd by various public
relation firms. x
y
(&) How are PR departments funded by ace ‘List the differences
among Public and Private PR departments oe Ne pieiae @ research a
Gi) counseling and (ii) evaluation
15. (a) How is publicity different from,, QO. tools of marketing?
Detail the goals of publicity es io business markets.
Or
oo” > y
(b) Discuss the dynamics rg To publicity possibilities to the current
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