Roll No.» 56061 MBA 2 Year 3rd Semester (Old) Batch 2011-13 Examination ~ December, 2018 INTEGRATED MARKETING COMMUNICATION Paper: MBA-322 ‘Time : Taree Hours) [Maximum Marks : 80 Iago ase te uo, canes Sul ers ha ay Jc Ba suppl! te cornet and complete question payer. No camplabt in his gard, ener per exoination Note: Attempt compulsory question No, 1 from Seetion ~ A and four questions from Section = B (one question fom each uni). All questions carry ‘equal marks SECTION- A 41. (a) What is the primary advantage of petsonal selling ? SE061-Jo@ 1P-}0.9116 BTo.() What are the major advantages and disadvantages of television advertising? (Why segmentation i necesared ? (@) Define reach and frequency. How do they diffe? (@) Whatisa marketing communication mix ? (Wat are elements of promotional mix? Give to reasons why good public relations are ® & Whats cany writing? SECTION-8 unmr—1 2. Explain the reasons for growth and importance of integrated marketing communications, How does it differ fom traditional advertising and promotion? 18, Whatis DAGMAR ? Explain how marketers might use DAGMAR in establishing objectives. What are some of the problems connected with the use of DAGMAR? unr =u 4. Explain the factors goveming basic promotional strategy esos! 4e.sK.9Kr8 (2) 5. Distinguish between demogeapics and psyehographics, and explain the role of exch in segmantation. Explain how a company can develop segmentation strategies based =n knowledge of relationship factors uni 6. Discuss the merits and demerits of wsing an inchowse advertising agency. What ate the functions performed by advertising agency ? 7. What important factors should be considered in smatket analysis in developing » media plan ? unir—1v 8. Explain the term Public Relations and describe the advantages and proces “of maintaining Public Relations in marketing 1. Discuss the methods used by marketers to execute ‘ther public relation programs. stop). 4Psyo-9KTH) (3)