2012 Question Paper,M. M. M. ( Semester - III ),University Of Pune Question Paper,INTEGRATED MARKETING COMMUNICATION

University Of Pune Question Paper
M. M. M. ( Semester - III ) Examination - 2012
INTEGRATED MARKETING COMMUNICATION
(Old 2005 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any five questions.
(2) All questions carry equal marks.
Q.1) Explain the importance of IMC in todays competitive environment with
suitable examples. Outline the IMC Planning Process.
Q.2) What is the importance of ‘Sales Promotion’ in RMC. Explain Consumer
Oriented Sales Promotion and Trade Oriented Sales Promotion with suitable
examples.
Q.3) What is Media Mix ? Suggest suitable Media Mix for any FMCG Product
of your choice.
Q.4) Explain various methods of estimating the size of Advertising Budget.
Q.5) Explain the role of Internet Advertising in promoting its products ? What
are the advantages and disadvantages of Internet Advertising ?
Q.6) What are the different types of Ad Agency ? Draw the ‘Ad Agency
Organisation Structure’. Explain the role of each department.
Q.7) Write short notes : (Any Two)
(a) Ad Campaign
(b) Types of Public Relations
(c) AIDA
(d) Direct Marketing

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