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Friday, December 18, 2015

2010 Question Paper,P. G. D. B. M. (Semester - IV),(A) INTEGRATED MARKETING COMMUNICATION (SPECIALIZATION - I),University Of Pune Question Paper

University Of Pune Question Paper
P. G. D. B. M. (Semester - IV) Examination - 2010
(A) INTEGRATED MARKETING COMMUNICATION
(SPECIALIZATION - I)
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Answer any five questions.
(2) All questions carry equal marks.
Q.1) “Advertising means Salesmanship in Print.” Do you agree with this
statement ? Discuss. [14]
Q.2) Assume that you have been appointed as Manager for a Multinational
Firm entering Indian Markets with its chain of retail stores called ‘Wal
Mart’ across India. Design an ‘IMC Programme’ as a Marketing
Manager. Justify your answer. [14]
Q.3) What are different types of Advertising Agencies ? Discuss a full time
Advertising Agency in detail. Mention names of any top
5 Advertising Agencies in India. [14]
Q.4) Define role and functions of a ‘Public Relation Officer’ of an
Organisation. What is the relationship between PR and IMC ? [14]
Q.5) (A) Discuss the following Advertising Budgeting Approaches : [09]
(a) Percentage of Sales
(b) All-you-can Afford
(c) Competitive Parity
(B) Which of these (stated above) is widely used and why ? [05]
Q.6) Define IMC. Discuss advantages and disadvantages of various media
available for IMC. [14]
Q.7) Write short notes : (Any Two) [14]
(a) ‘AIDA’ Model
(b) Event Management
(c) Ethics in Advertising
(d) Global Media

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