ITS, Mohan Nagar Ghaziabad

Model Question paper

THEORY EXAMINATION (SEM-IV)
2017-18
Integrated Marketing Communication (RMB MK 05)
Time: 3 Hours Max. Marks: 100
SECTION – A
1. Answer the following questions in not more than 30 words each: (1x10=10)

a) Define advertising?
b) What do you mean by trade mark?
c) What is promotion?
d) What do you mean by institutional advertising?
e) What is advertising appeal?
f) What is buying motives?
g) What is advertising copy?
h) What do you mean by advertising scheduling?
i) What is an advertising agency?
j) What is media research?

SECTION – B
2. Attempt any four parts of the following: (4x10=40)

a) What do you understand by IMC? Discuss various reasons why IMC has become so popular
among marketers over the last decade?
b) Outline advertising planning process. Also list different types of advertisements..
c) What are the methods and approaches used in selecting media? Explain importance of
research in advertising and media planning.
d) Why is it important to measure advertising effectiveness? Discuss pre and post measures to
evaluate effectiveness.
e) How consumer oriented and trade oriented sales promotions differ from each other?
Explain with suitable examples.
f) Discuss the three methods of preparation of advertising budget. Explain which one is most
suitable and why?

SECTION – C
Attempt all questions given at the end of the case study: (2x10=20)

Case Study: ESCAPE STORE

The boardroom was filled with the voice of Marketing manager, Ashutosh Kant. He was addressing
the meeting of senior manager of Escape, “The last three months were spent by our market
research team in finding out the reasons and patterns of sales at stores. Let me emphasize that
retail sale is showing growth all over the country and in the process, competition is intensifying. We
can no longer afford to sit and relax; instead we need to put ourselves fully to retain our market
leadership”. Three facts revealed by the survey were particularly disturbing.
1) People found Escape service staff bordering an aggressiveness and not really helpful as
they were never left to browse.
2) Children got bored and hence parents often left the store within minutes after finishing
essential shopping. They never browsed or spent leisure time at Escape stores which could
otherwise help promote sales.
3) With many choices available in the market consumers stopped treating Escape stores as unique
and exclusive anymore.
Mr. Rehman, an entrepreneur, had set up a garment shop in one of Delhi’s busy market areas about
10 years ago. He realized that to attract customers, he must do something new. With this in mind,
he chalked out a massive plan to open a chain of stores called Escape. Some major features of
his store were:
1) Complete dress range for kids, parents and teenagers.
2) Full accessories for women and men in footwear, purses, jewellery and cosmetics.
3) A play centre where kids could spend time when the parents shopped.
The Stores were opened at two locations in Delhi on an area of 7000 sq. feet each. Within six months, the
shops became popular and the business grew rapidly and in three years the turnover crossed Rs. 6 crores.
The promotion plans included advertising in newspapers and through cable operators. The store also
conducted festivals such as children’s carnival, valentine special, etc., to attract crowds. Stress on store
ambience was high as Rehman wanted to create an image of a complete shopping experience for the
entire family. The sales staff was carefully selected and trained to promote, not push, any product
and to encourage customers to browse through. The women’s section was given a feminine touch and
men’s section had polished wood and leather all over. The garments, the accessories and the gifts were
displayed in large racks and full-length mirrors were placed in multiple places. Sales staff present on all the
three floors often advised the customers but never showed around everything. The kids section included
garments, toys, and books and was manned by more staff. Play centre for the kids was a major attraction. The
parents could safely leave their children in the place, situated on the ground floor itself. The place had
separate sections of toys and books and was supervised by trained staff. The parents, therefore, could
leave the children and shop in a relaxed manner. This concept was appreciated by customers and
became one of the major attractions for them. The stores were one of a kind in early 1990s and
grew rapidly. New sections on books, gifts and handicrafts were launched gradually and at any time
the stores had more than 200 categories of products. During this time, the competition started intensifying
as three similar ventures were launched in the city. This didn’t bother Rehman much, because he
felt he had built an image of Escape being the ultimate store. By 1996, multi-storey, one stop stores
become the trend in Delhi and many such stores came up. Rehman had expanded his stores in three other
cities as well and the turnover had grown to more than Rs. 40 crores. The total manpower of the company
rose to 500and several new management and non-management cadres were introduced in the
company. Last year during Diwali festival season, the store attracted nearly 40,000customers in the entire
month. This worried Rehman as it was almost 20 per cent less than their estimates. His marketing
manager, after long discussions, hired a market research firm to study the buying patterns and preferences of
people walking in the store.
Answer the following questions
1) Determine the advertising objectives for the Escape stores. (10 marks)
2) What message and media strategy would you recommend? (10 marks)
 ITS, Mohan Nagar Ghaziabad
Model Question paper
THEORY EXAMINATION (SEM-IV)
2017-18
Integrated Marketing Communication (RMB MK 05)
Time: 3 Hours Max. Marks: 100
SECTION – A

1. Answer the following questions in not more than 30 words each: (1x10=10)

a) Explain deceptive advertising?

b) What is sales promotion?
c) Explain emotional appeal
d) Explain personal selling?
e) What is B to B advertising?
f) What is feature appeal?
g) Who is a copy writer?
h) What is DAGMAR approach?
i) Define Reach and frequency in advertising?
j) Define Gross Rating Point and CPM.

SECTION – B

2. Attempt any four parts of the following: (4x10=40)

a) Explain the factors contributing to Integrated marketing communication and challenges in

IMC with suitable examples.
b) Discuss the role of advertising in promotion mix of FMCG products.
c) “Awareness advertising is done in introduction stage of PLC” Explain with the Help of
examples.
d) What are the various appeals that can be used in a copy platform? Discuss it by taking
example of some advertisements from Indian corporate sector.
e) Discuss AIDAS concept with the help of suitable examples.
f) "Deciding on the expenditure among various media tools is of huge significance." What are
the steps required for deciding an expenditure allocation for a management institution
promotional communication?
 SECTION – C
Attempt all questions given at the end of the case study: (4x5=20)

Case Study: THE DREAMS
The office of RXL Ltd. wore a deserted look. The marketing manager, all sixregional managers and
product managers were busy in a brainstorming session of a far-away location in Kerala. The main
reason behind this session was to identify the futurecourse of action for their products-mattresses and
pillows-marketed under the brandname Dreams. The issue was to decide the approach for the six month
long promotiondrive to be launched next month.The company is one of the largest manufacturers operating
at a national level inthe market of mattresses. The retail market of branded products is estimated to
be Rs.100 crores and unbranded market is in the tune of Rs. 400 crores. The market isgrowing at rate of
around 10 per cent per annum in urban areas and 18 per cent in ruralareas. At present there are six
branded products in the market and Cure is the marketleader with 25 per cent market share.
‘Dreams’ is in the middle of the rung with around14 per cent market share. Besides these two brands,
several local and regional brandsoperate in the market and the market is quite competitive.The company
RXL Ltd., is based in Chennai and its product range includesmattresses, pillows, carpet-inlays, wall
panels, foot mats and other products. Themanufacturing facility is located 30 kilometers from Chennai
and boasts of anultramodern factory and storage set-up. The head office is in Chennai and six
regionaloffices are located in all major cities, i.e. Bangalore, Calcutta, Delhi, Chandigarh, Jaipur and
Mumbai.
The company sells about 30 per cent of its products to institutions such ashospitals, hotels and resorts and
government bodies. Large sales volume comes fromthe southern and western parts and some comes
from the rest of the country. Besidesthis, the mattresses, pillows and carpet-inlays are sold in retail
through dealers inaround sixty cities all over the country. Presently, the company has around 100
dealerswho are looked after by the regional offices.The company started to advertise in print and radio in
1990. Theadvertising theme highlighted features of the products, both in print and radio.About five years
back, the company had offered a unique feature, i.e. aguarantee card which ensured protection against
duplicate products. The company alsoused sales promotion to augment the efforts of advertising and
dealer efforts. Somepromotional schemes offered gifts such as towel, bedsheet, or pillow with
mattresses.All these promotion schemes affected the company’s bottom line and did not find
veryenthusiastic response from dealers.The company thus needed a new platform to highlight its new
campaign. A sixmonth promotional campaign is to be launched with equal mix of print
advertising,consumer sales promotion and a dealer promotion scheme.
The marketingmanager wishes to select a theme to portray the ads.The entire advertising campaign is to
be based on this theme selected by youand hence it is very important to choose an appropriate theme.

Answer the following questions:

(a)Plan an advertising strategy for the product. Justify your choice of media and the theme. (5 Marks)
(b)Write three appeals you propose should be used in the campaign. (5 Marks)
(c)Suggest a sales promotion design for consumers. (5 Marks)
(d)Develop a dealer promotion scheme. (5 Marks)