Bachelor Of Management Studies (BMS) SEM IV 2016 2017 March 2017 MARKETING IMC ADVER Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q2 All questions carry equal marks
2. Q1 Answer any two. (7.5 marks each) 15 marks
3. Q1 Explain the reasons for growth of IMC (Integrated Marketing communication) ?
4. Q2 What is the role of IMC in marketing ?
5. Q3 Explain DAGMAR and characteristics of objectives
6. Q2 Answer any two. (7.5 marks each) . 15 marks
7. Q1 Define Public Relation. Explain the types of public Relation
8. Q2 Explain the advantages and limitations of sales promotion
9. Q3 What do you mean by direct marketing ? Explain it’s benefits and limitations
10. Q3 Answer any two. (7.5 marks each) 15 marks
11. Q1 Define Ad agency. Explain features of advertising Agency
12. Q2 What is Brand Positioning ? Explain different brand positioning strategies
13. Q3 Define out of home advertising. Explain features of outdoor advertising
14. Q4 Answer any two. (7.5 marks each) 15 marks
15. Q1 Explain the types of stereotyping in advertising
16. Q2 Write a detail note on : advertising and children
17. Q3 Explain social role of advertising in detail
18. Q5 Case Study : A leading fashion store specialising in men’s wear is planning to launch a range of value fashion clothing “Style Young” for teenagers and youth (males) between the age group 13-22. They plan to set up retail outlets in all metros initially. These outlets will cater especially to the age group above mentioned, by attending to their clothing accessory, fashion update and makeover needs as well. They also plan to have a men's parlour for personal grooming needs of their clients. Candidates from leading fashion institutes have been roped in for developing the label some leading fashion consultants will help clients with personal consultation. The VP marketing has selected your agency. Budget for advertising is 90 lakhs You are required to wrt the budget strategy. 5 15 marks
19. Q2 What sales promotion strategy would you suggest and why ? 5 marks
20. Q3 What will be the right media mix and why ? 5 marks

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