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.

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2 BS2120