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Below given are Integrated Marketing Communications Model Question Papers of previous years. These sample question papers can help you to understand pattern of paper and to prepare better answers for exams. These papers are mainly for MBA, MMS students but can be used by BBA, PGDBM, PGDM, MMM students.

Following are the model Question papers of Integrated Marketing Communications of Pune University (MBS Sem III) for reference.

APRIL 2011 (2005 Pattern)

Total No. of Questions : 7] [Total No. of Pages : 1

[3975] – 38 M.B.A. (Sem. – III)

MARKETING SPECIALISATION

(304 A) : Integrated Marketing Communication

Time : 3 Hours] [Max. Marks :70

Instructions to the candidates:

1) Attempt any five questions.

2) All questions carry equal marks.

Q1) Define IMC. Discuss the process of integrated marketing communications
in detail.

Q2) Discuss the organisation structure of an advertising agency. Explain different services provided by advertising agencies.

Q3) Develop a media plan for a company to promote their broadband service in
Indian market. Make necessary assumptions.

Q4) What is sales promotion? Enlist & Explain different sales promotion
techniques used by tours & travel companies to promote their domestic &
international tours.

Q5) What is advertising budget? Discuss various appropriation methods used
for advertising budget.

Q6) What is event management? Explain different opportunities and challenges
in event management.

Q7) Write short notes (any two) :

a) Evaluation of advertising copy.

b) Functions of advertising.

c) Appeals in advertising.

d) Celebrity endorsement.

(2008 Pattern)

Total No. of Questions : 7] [Total No. of Pages : 1

[3975] – 309

M.B.A. (Sem. – III)

MARKETING SPECIALISATION

(304 A) : Integrated Marketing Communications

Time : 3 Hours] [Max. Marks :70

Instructions to the candidates:

1) Answer any five questions.

2) All questions carry equal marks.

Q1) ICC Cricket World Cup-2011 provided big opportunities to various
companies for promoting their brands. Enlist various sponsors of this event
and elaborate different promotional techniques used by them during the
event.

Q2) Discuss the factors influencing selection of an advertising agency. Also
explain various services provided by advertising agencies to their clients.

Q3) Develop a detailed ‘Advertising Plan’ for a company who wish to launch
new range of biscuits in their existing brand. (make necessary assumptions).

Q4) Elaborate various pre-testing & post-testing techniques used for evaluation
of Advertising copy.

Q5) Define sales promotion. Explain various contempory sales promotion
techniques used by companies for attracting a ‘youth segment’.

Q6) Highlight the importance of PR activities in developing an effective IMC
Plan. Support your answer with relevant examples.

Q7) Write short notes (any two) :

a) Elements of advertising copy.

b) Event management-opportunities & challenges.

c) Internet as media vehicle.

d) Publicity.

OCT 2009

Total No. of Questions : 7] [Total No. of Pages : 1

[3675]-309

M.B.A.

(304-A) : INTEGRATED MARKETING COMMUNICATIONS

(Sem. – III) (2008 Pattern)

Time : 3 Hours] [Max. Marks : 70

Instructions to the candidates:

1) Answer any five questions.

2) All questions carry equal marks.

Q1) a) Define ‘Advertising’ and explain objectives of ‘Advertising’. [6]

b) Explain classification of ‘Advertising’ with supporting examples. [8]

Q2) a) Explain the role played by ‘Direct Marketing’ in the Communication
Mix. [4]

b) Elaborate various methods of ‘Direct Marketing’. [10]

Q3) Assume that you have been appointed as Manager for a Multinational Firm
entering Indian markets with its brand of “Packaged Salted Waters”. Design
an ‘IMC Programme’ for this firm in the capacity of Marketing Manager.
Justify your answer appropriately. [14]

Q4) “Advertising adds to the cost of product, which means additional burden
on the customer”. Critically comment on the statement. [14]

Q5) Explain the role played by Public Relations (PR) along with types of PR.[14]

Q6) Explain in detail the necessity of maintaining good ‘Government Relations’,
‘Media Relations’ and ‘Community Relations’. [14]

Q7) Write short notes (Any two) : [14]

a) Event Management.

b) E-commerce.

c) Hoarding contractors.

d) CPM.

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