Bachelor Of Management Studies (BMS) SEM IV ATKT MARKETING INTEGRATED MARKETING COMMUNICATION Question Paper - Mumbai University | munotes

Questions asked in this paper

• 4. Figures to the right indicate full marks

1. Q1 A. Attempt any eight from the following: 8 marks
   • 1) Awareness-Comprehension-Conviction-Action are the steps
   • 2) _indicates exaggerated claim or statement made by a company regarding its product or service are excellent, risk-free ways to induce product trial
   • 4) programs are also called as Continuity or Frequency Programs creates a short term increase in sales by motivating trial use and encouraging larger purchases advertising can help the company attract funds if they are planning to grow business or make a major investment
   • 7) Most stereotypes tend to convey a __ impression
   • 8) __ is a process of exchanging information, thoughts, ideas
   • 9) has brought media to a global audience
   • 10) Advertising is gaining highest popularity due to being a Personal gadget of high frequency use
2. Q1 B. State whether the following statement are True or False
   • 1) Public Relation is applicable only to Public Sector institutions
   • 2) The primary role of IMC is to communicate
   • 3) Trade Fairs and exhibitions attract large crowd of diversified buyers in a common
   • 4) Bait advertising takes place when a product is available in bulk
   • 5) Publicity refers to non-personal communication
   • 6) DAGMAR is a model of sales process
   • 7) Personal selling is the first area of marketing communication that adopted an
   • 8) Billboards are long banners tied to a low-flying plane
   • 9) When institutional advertising is presented in an aggressive manner it is known
   • 10) Radio is a vehicle through which advertisers can reach children easily
3. Q2 Answer any one out of two: 15 marks
4. Q2 a) Define Integrated Marketing Communication and explain its features 8 marks
5. Q2 b) Explain different promotional tools for IMC 7 marks
6. Q2 c) Explain in detail the alternate response hierarchy model. 7 marks
7. Q2 d) what are the deficiencies or limitations in setting of communication objectives
8. Q3 a) Explain in detail the role of Direct Marketing in IMC as well as its benefit and
9. Q3 b) PR as a tool has been very effective in IMC. Define the concept of Public Relations and explain the different tools used for PR. (8)
10. Q3 c) What are the different types of publicity tools? 8 marks
11. Q3 d) Explain in detail the tools of Direct Mail Catalogues. 7 marks
12. Q4 a.) List out the techniques of trade promotion. 7 marks
13. Q4 b.) Explain the following tools of PR: Blogging, Newsletter, Social Media
14. Q4 c) Explain in brief the methods of message evaluation in IMC 8 marks
15. Q4 d) Write in detail about the future trends in IMC 7 marks
16. Q5 a) Outline a promotional campaign for the product of launching a “SALT” with an idea to encourage Love, Respect and Integration for the nation. As we all know that salt is the basic requirement of one’s day-to-day life, with the help of this product create an ad campaign with social message for a country people and suggest with the best possible use of media selection to attract the consumers. Suggest methods of improving awareness about the product with the help of online media resources and social media
    • 1) Analyse the case in your own word. 7
    • 2) Suggest the tips for promotional campaign with an example. 8
17. Q5 b.) Short Notes. Attempt any 3/5. 15 marks
    • 2) Essentials of good sponsorship
    • 3) QR Codes
    • 4) Event sponsorship

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