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Posted Date: 02 Sep 2012 Posted By:: Pramod Dabholkar Member Level: Diamond Points: 5 (Rs. 5)
2012 University of Pune Post Graduate Diploma Marketing Management (PGDMM) P.G.D.M.M. (Semester- II) Integrated Marketing Communication (2008 Pattern) University Question paper
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Integrated Marketing Communication
Time: 3 Hours Total marks: 70
1. Answer any five questions.
2. All questions carry equal marks.
Q.1) What do you mean by Sales Promotion? Which are the different types of sales promotion techniques? Explain advantages and disadvantages of each.
Q.2) What is Marketing Communication Evaluation? Explain different methods of advertising evaluation.
Q.3) Explain concept of Integrated marketing communication. Explain different elements of IMC with suitable examples.
Q.4) What is media mix? Discuss merits and demerits of various media with suitable example.
Q.5) "Ethical responsibility is a must while designing IMC for advertising campaign." Comment on above statement with a view of ethical and social responsibility of advertiser.
Q.6) Design advertising agency organization structure. Explain role and responsibilities of each department.
Q.7) Write short notes: (Any Two)
(a) Types of PR
(b) Crisis management
(c) Trade fairs and exhibitions
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