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Subject Code: KMBMK02

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MBA
(SEM III) THEORY EXAMINATION 2020-21
CONSUMER BEHAVIOUR & MARKETING COMMUNICATION
Time: 3 Hours Total Marks: 100
Note: 1. Attempt all Sections. If require any missing data; then choose suitably.

SECTION A
1. Attempt all questions in brief. 2 x 10 = 20
Q no. Question Marks CO
a. Write any Five Functional Area of Marketing Communication. 2 1
b. Write any two Objective of Marketing Communication 2 1
c Write any 03 reason for growing Importance of IMC. 2 2
d “The importance of knowing and understanding consumer behaviour in modern 2 2
marketing is vital”. Briefly Justify
e Discuss the significance of advertising post COVID 19. 2 3
f Advertising is all about Emotion. Briefly Comment. 2 3
g Explain Copy Layout in advertising. 2 4
h Define Broadcast Media. 2 4
i Define Trade Promotion. 2 5
j Write any two Consumer sales Promotion Tool in Retail Industry 2 5

SECTION B
2. Attempt any three of the following:
a. Explain the concept of research with regard to consumer behaviour? Also
10 1
explain the scope and application of research in consumer behaviour.
b. Explain the Model of IMC Planning Process 10 2
c. Explain the process of advertising in Indian Context. 10 3
d. Discuss the role of Advertising Agencies in India. Name any Five Agencies. 10 4
e. Discuss the factors that lead to Trade Promotion in India. 10 5

SECTION C
3. Attempt any one part of the following:
a. Explain the Application of Consumer Behaviour Knowledge in Marketing. 10 1
b. Define consumer learning. Explain Buying Decision Process in Consumer
10 1
Behaviour.
4. Attempt any one part of the following:
a. Explain the term “Social Class”. Discuss the measurement techniques that give
10 2
a fair approximation of social class.
b. What factors influence consumption pattern of consumers for following
products :- 10 2
(i) Washing Machine (ii) Furniture (iii) Restaurant
5. Attempt any one part of the following:
a. Discuss the various Methods of Compensating advertising agencies? 10 3
b. Draft 10 rules for selecting advertising appeal. Illustrate your answer with
10 3
example.
6. Attempt any one part of the following:
a. Media Strategy is dependent on creative strategy. Discuss 10 4
b. Discuss the Impact of Digital Advertising during Lockdown Period. 10 4
7. Attempt any one part of the following:
a. Discuss the different types of Trade Promotions 10 5
b. Discuss the Objective of Trade Promotion as a Marketing Students 10 5