Marketing Communication (MT4220) | Exam Question Paper | 2078 (2021) | Purbanchal University (PU)

PURBANCHAL UNIVERSITY (PU)

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Candidates are required to give their answers in their own words as far as practicable.

The figures in the margin indicate full marks.

Group 'A'

Long Answer Questions.

Attempt any THREE questions. (3x15=45)

1. "The rapid development of communication technology has compelled organizations to shift from mass marketing to targeted marketing." Explain this statement shedding light on the various tools of marketing communication. (15)

2. Explain the hierarchy of effects model of marketing communication. Also discuss upon the stages in hierarchy of effects. (15)

3. Discuss the nature and role of social campaign to change public behaviour. According to your opinion which communication tool should be most effective? (15)

4. Discuss various types of evaluation methods of campaigns. (15)

Group 'B'

Short Question Answers.

Answer any THREE questions. (3x5=15)

5. Define corporate aims. Discuss the role of communication in crisis. (5)

6. Explain requirements of effective segmentation and positioning. (5)

7. Show your under taking of social responsibility of marketers. (5)

8. Write short note on any TWO: (5)

a) Brand equity.
b) Brand confusion.
c) Role of target audience.

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View the question paper of Marketing Communication (MT4220) | Exam Question Paper | 2078-2021 | Master In Media Technology | Purbanchal University (PU).