MMPM-007 Integrated Marketing Communication Solved Question Paper December 2023

MMPM-007 Integrated Marketing Communication Solved Question Paper December 2023

Integrated Marketing Communication
Course Code: MMPM-007

Section—A
1. (a) Explain the following terms with an
example :
(i) Digital Marketing
(ii) Advertising Effectiveness
(iii) Publicity
(iv) Media Buying
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(b) Explain the sequential steps that are to be
followed while planning for an advertising
campaign.
2. (a) Explain the term direct marketing. Discuss
the sources of information for direct
marketing that a firm can consider.
(b) When and why ethics assume significance
in the context of IMC ? Select any three
common issues that a manager faces while
formulating the communication strategy.
3. (a) Discuss an IMC budget. List out and
explain the key steps that are to be
followed in the preparation of an IMC
budget.
(b) Write a detailed note on the consumerism
in ancient India. How was it affected
during the British rule in India ?
4. Answer any three from the following :
(a) Advantages of personal selling
(b) Proportion of sales method
(c) Paid media and its benefits
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P. T. O.
(d) Campaign for rebranding
(e) Objectives of Consumer Protection Act,
1986
5. Ather Energy has revamped its electric scooter
portfolio with the introduction of new variants
for the 450X. The 2023 Ather 450X is offered
in two trim levels with prices starting at
Rs. 98,183, ex-showroom Delhi (including state
government subsidies). This electric scooter is
claimed to offer a range of 146 km per charge.
The new entry-level model will help the
company to boost its sales. However, the new
entry-level variant of the Ather 450X misses
out on a lot of features.
As communication manager, of the company
and having knowledge about the two key issue
i.e. the firm’s reliance of boosting the sales from
the new model and most importantly the
variant misses a lot of features in the face of its
competition.
The task at hand is how you would address to
achieve the goal of the company and the
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communication strategy with regard to the
product features to the target market.
Questions :
(i) What elements or combination of elements
of IMC (other than publicity and public
relations) that you wish to suggest and
why ?
(ii) Chalk out a suitable plan for publicity and
public relations tasks and their execution.