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    IMC Integrated Marketing Communication Anna Universty Question Paper

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    pecmba
    The document is an exam paper for a marketing communications course. It contains 3 parts with multiple choice and descriptive questions about integrated marketing communications topics. Part A contains 10 short-answer questions defining terms like advertising, creative agencies, scheduling, and sales promotion. Part B has 5 longer-answer questions about advertising agencies, media planning, measuring ad impact, and sales promotion methods. Part C consists of 1 essay question about recent online marketing trends or various promotional activities.

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    IMC Integrated Marketing Communication Anna Universty Question Paper

    Uploaded by

    pecmba
    733 views12 pages
    The document is an exam paper for a marketing communications course. It contains 3 parts with multiple choice and descriptive questions about integrated marketing communications topics. Part A contains 10 short-answer questions defining terms like advertising, creative agencies, scheduling, and sales promotion. Part B has 5 longer-answer questions about advertising agencies, media planning, measuring ad impact, and sales promotion methods. Part C consists of 1 essay question about recent online marketing trends or various promotional activities.

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    IMC Integrated Marketing Communication Anna Universty Question Paper

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    The document is an exam paper for a marketing communications course. It contains 3 parts with multiple choice and descriptive questions about integrated marketing communications topics. Part A contains 10 short-answer questions defining terms like advertising, creative agencies, scheduling, and sales promotion. Part B has 5 longer-answer questions about advertising agencies, media planning, measuring ad impact, and sales promotion methods. Part C consists of 1 essay question about recent online marketing trends or various promotional activities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    733 views12 pages

    IMC Integrated Marketing Communication Anna Universty Question Paper

    Uploaded by

    pecmba
    The document is an exam paper for a marketing communications course. It contains 3 parts with multiple choice and descriptive questions about integrated marketing communications topics. Part A contains 10 short-answer questions defining terms like advertising, creative agencies, scheduling, and sales promotion. Part B has 5 longer-answer questions about advertising agencies, media planning, measuring ad impact, and sales promotion methods. Part C consists of 1 essay question about recent online marketing trends or various promotional activities.

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    You are on page 1of 12

    Reg. No.

    Question Paper Code : BS2120

    M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

    General Management (Third Semester)

    Marketing Management (Fourth Semester)

    DBA 7001 — INTEGRATED MARKETING COMMUNICATIONS

    (Regulations 2013)

    Time : Three hours Maximum : 100 marks

    Answer ALL questions.

    PART A — (10  2 = 20 marks)

    1. Define Advertising.

    2. What is Creative Agencies?

    3. What is Scheduling?

    4. What is Advertisement Reach?

    5. What is Layout?

    6. What is Concept Testing?

    7. Define Sales Promotion.

    8. What is Price Deal?

    9. What is Integrated Promotion?

    10. What is Sales Campaign?

    PART B — (5  13 = 65 marks)

    11. (a) Explain the functions of Advertising Agency.

    Or

    (b) Describe the various objectives with which an advertisement should be


    made.
    12. (a) Describe the process of successful media planning.

    Or

    (b) What are ‘Product-oriented’ and ‘Consumer-oriented’ appeals in


    Advertising? Illustrate your answer.

    13. (a) Explain the factors considered for measuring the impact of Advertisements.

    Or

    (b) Enumerate the factors to be taken care of while designing an


    Advertisement Copy.

    14. (a) Explain the various methods of Sales Promotion. What are the
    limitations of Sales Promotion in a Sellers Market?

    Or

    (b) Discuss the scope and role of Sales Promotion.

    15. (a) Enumerate the factors for designing of Sales Promotion Campaign.

    Or

    (b) Explain the methods of outsourcing National and International


    Promotion strategies.

    PART C — (1 × 15 = 15 marks)

    16. (a) Discuss recent trends in online marketing.

    Or
    (b) Discuss the various forms of promotional activities.

    —————————

    2 BS2120

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