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

of Printed
Pages: 3
[3378]-304
M. M. M. (Semester - III) Examination – 2008
May 2008
INTEGRATED MARKETING COMMUNICATION
Time: 3 .Hours) [Max.
Marks: 70

Instructions:
(1) Answer any five questions.
(2) All questions carry equal marks.

Q.l) Define Advertising. How advertising is interrelated to components of IMC?

Q.2) Draw the Ad Agency Organisation Structure. Explain the role of each
department in campaign or communication process of any Brand?

Q.3) Write short notes on : (Any Seven)

(a) AIDA
(b) TRP
(c) Headline
(d) OTS
(e) Media Buying
(f) AOR
(g) Copy
(h) Reach nd Frequency
(i) Prime Time
G) PR

Q~4) Following are some Ad Campaigns. What was your' perception about the
same?
a) Hutch is now Vodafone
b) Express Yourself
c) NA PURUSH NA STREE - WHAT AN IDEA
d) Fly the good times
e) Simply fly
f) Retirement from work not from life
g) Connecting People

Q.5) (A) Try to recall logo's I identities of following brands. (Write the correct
design.)

(1) Nike
(2) Bacardi
(3) Coca-cola
(4) Pepsi
(5) Intel
(6) Bajaj Auto Ltd.
(7) Honda

(B) Illustrate any 10 names of following ll1edia vehicles and whom to select?
1) TV Channels
2) Newspapers
3) Magazines

Q.6) Formulate an Ad message for any social responsibility programme: (Option:

AIDS / Save Electricity / Drug Abuse)
Q.7) What will be your creativity for INDIA SUPER POWER BY 2020? Illustrate Copy.

Total no of question :6 Total no

pages:1
[3178]-304
May 2007
M.M.M (semester – III) examination – 2007

INTEGRATED MARKETING COMMUNICATION

(New course)
Time : 3 Hours Max Marks: 70

Instruction

1) Q.1 is compulsory and carries ten marks .

2) Solve any four from Q.2 to Q.6, each carrying 15 marks

Q.1) Describe in ten sentences whether advertising is a communication tool and

what is its role in marketing communication?

Q.2) Comment on the Advertisement on Adidas shown during the world cup
football in more than 250 words.

Q.3) What is Media Planning? What is its significance?

Q.4) Discuss the organisation of an Advertising Agency.

Q.5) Discuss the Marketing Mix of ‘Nescafe.’

Q.6) Write short notes: (Any Three)

(a) Essentials of a Good Copy.

(b) Type of Appeals.
(c) Ethics in Marketing Communications
(d) Tools of Trade Promotions.
 Oct 2007
[3278]-304
M. M. M. (Semester - III) Examination – 2007
INTEGRATED MARKETING COMMUNICATION
(New Course)
Time: 3 Hours] [Max. Marks: 70

Instructions:
(1) Attempt any five questions.
(2) All questions carry equal marks.

Q.l) Marketing means transfer of right product / service to the right audience at
right price at right place with right advertising and communication. Do you
agree? Then explain the role of IMC in Brand Management.

Q.2) Write short notes on : (Any Two)

(a) Positioning
(b) Ad Message
(c) Headline
(d) Slogan
(e) Ad Copy

Q.3) Following are some ad messages. Write the correct brand name and then
analyse:
(1) KAR LO DUNlYA MUTIHI MEIN

(2)NA HINDU NA SIKH NA MUSLIM NA ISSAI- What an idea?

(3) THE TASTE OF INDIA

(4) YEH TO HAIN DESH KI DHADKAN

(5) DISTINCTLY AHEAD

(6) PAKDE RAHO INDIA

(7)TASTE THE THUNDER

Q.4) (A) "Ad Agency means collection of business and creative people who
develope, prepare, place the advertisment in media for the manufacturers seeking
to find their customers." Elaborate the role of each department in ad campaign?
(Draw the organisation chart)

(B) Write any 3 names of the following media vehicles:

(1) Newspapers

(2) TV Channels
(3) Radio

(4) Magazines

Also illustrate CPT/RP/OTL/Readership of some of these vehicles~

(at least 3), and audience analysis.

Q.5) Formulate an ad strategy for any FMCG of your choice.

Q.6) If you are PRO of any software company. What will be your strategy to
achieve PR objectives of. your company?

Q.7) Write an ad copy for 'Save Water' or 'Road Safety' Message.

******************************************************************
Total No. of Printed Pages: 1
[3078]-304
Oct 2006
M.M.M. (Semester-III) Examination- 2006
INTEGRATED MARKETING COMMUNICATION
(New Course)
Time: 3 Hrs]
[Max. Marks: 70
Instructions:
(1)Question No.1 is Compulsory,carrying ten marks
(2)Solve any four from Q.2 to Q.6, each carries 15 marks

Q.1) Describe Push & Pull Strategy.

Q.2) Describe Full Time Advertisement Agency atlength.

Q.3) Describe Media Planning at length.

Q.4) Describe the 4 P’s in the Content of Pepsi.

Q.5) You have been appointed as an Event Manager . plan the details of any
event of your choice giving more weightage yo the communication aspect.

Q.6) Identify the areas in which public relations operate & some activities performed
in those areas .