RTMNU MBA EXAM PAPER :- Group A : Marketing

Management
MDN/KS/09 - 1875-A
Second Semester Master of Business Administration (M. B. A)        Examination
(New Course)
Group A : Marketing Management
ADVERTISING AND INTEGRATED MARKETING
COMMUNICATION
Paper - I
Time : Three Hours ]    [ Max. Marks : 80
N. B. : (l) Attempt five questions, atleast two questions from each section are compulsory. (2) All
questions carry equal marks.
SECTION A
1. What could be the promotion mix components and objectives of followings. Explain and justify your
responses :
(1)    Frozen chicken.
(ii)    Beach side cofe coffee Day restaurant.
(iii)    Premium brand toilet soap.
(iv)    Racer's Bike.
2. Explain with . appropriate examples how, as per the P. L. C, the Integrated Marketing
Communication (IMC) objectives changes.
3. `Go - Green- is the township project of 'Nagpur Builders' which they want to launch in Nagpur
suggest the company.    '
(i)    Special attributes of the project with Unique
selling proposition (LT.. S. P).
(ii)    Marketing communication strategies for positioning and building the brand.

4. Why is Marketing Communication Research important .= Explain howAdvertising and Target

Market Research is conducted.

5. (i)    Explain the importance of word of mouth communication in Brand promotion.

(ii)    Identify and explain the roles of :
(a) Opinion leaders in purchase of agricultural equipments and fertilizers.
(b) Reference Groups in purchase of Mobiles and Luxury cars.
SECTION B
6. "The effectiveness of advertising depends upon the extend to which theadvertising message is
received and accepted by the target audience". Discuss the statement. Explain
the advertising Message Execution process.
-7. Explain the term `Account Management'. What efforts should be taken to improve Client Agency
Interface.
8. Explain "Pull and Push" strategy of promotion through channels. How does it have an edge over
personal selling.
9. Explain the principles and concepts of Corporate Communication.
10. Write notes on (any two) :
(a)    Legal and ethical issues in I M C.
(b)    Communication in Multicultural Marketing.
(c)    Internet and e-commerce Media.
(d)    Trade shows and event sponsorship.