MMPM-007 Integrated Marketing Communication Solved Question Paper June 2024

MMPM-007 Integrated Marketing Communication Solved Question Paper June 2024

Integrated Marketing Communication
Course Code: MMPM-007

Section—A
1. (a) What is the rationale for firms to adopt
IMC over traditional methods of
communication ? Discuss.
(b) Explain the different methods of IMC that
are available for businesses.
[ 2 ] MMPM–007
2. (a) Discuss the process of media buying and
explain its significance in the advertising
process.
(b) Discuss the key factors that advertisers
consider when selecting media channels for
their campaigns.
3. (a) Elucidate the importance of public
relations activities in developing an
effective IMC Plan. Support your answer
with relevant examples.
(b) Discuss the key objectives that advertisers
aim to achieve when measuring the
effectiveness of their advertising
campaigns. Explain with an example of
your choice.
4. Write short notes on any three of the
following :
(a) Advantages and disadvantages of website
marketing
(b) Sampling and free trials as a part of sales
promotion.
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(c) Business to business sales promotion
(Trade Promotions)
(d) Rights of consumers under Consumer
Protection Act, 2019
(e) Meaning of marketing collateral and its
usage in IMC.
Section—B
5. (a) Evaluate the importance of creative
strategy in advertising campaign planning.
How can a firm develop compelling
messages that resonate with the target
audience while aligning with campaign
goals ? Make necessary assumptions if
required.
(b) Discuss the strategic considerations
related to visual and verbal elements in
creative strategy. How can marketer
balance the use of visuals and text to
convey a consistent and impactful
message ? Take any FMCG product or any
other product or service of your choice and
discuss.