MMPM-007 · December 2023 · English
IGNOU MMPM-007 December 2023 Previous Year Question Paper
INTEGRATED MARKETING COMMUNICATION
Structured previous year question paper for MMPM-007, December 2023 session.
Max marks: 100 · Questions: 5 · Sections: 2
Verified: 11 Sept 2026
[ 1 ] MMPM–007
MASTER IN BUSINESS
ADMINISTRATION (MBA)
Term-End Examination
December, 2023
MMPM–007 : INTEGRATED MARKETING
COMMUNICATION
Time : 3 Hours Maximum Marks : 100
Weightage : 70%
Note : Answer any three questions from section –A.
Section–B is compulsory. All questions carry
equal marks.
Section—A
Q1.(a) Explain the following terms with an example :
(i) Digital Marketing
(ii) Advertising Effectiveness
(iii) Publicity
(iv) Media Buying [ 2 ] MMPM–007
(b) Explain the sequential steps that are to be followed while planning for an advertising campaign.
Q2.(a) Explain the term direct marketing. Discuss the sources of information for direct marketing that a firm can consider.
(b) When and why ethics assume significance in the context of IMC ? Select any three common issues that a manager faces while formulating the communication strategy.
Q3.(a) Discuss an IMC budget. List out and explain the key steps that are to be followed in the preparation of an IMC budget.
(b) Write a detail ed note on the consumerism in ancient India. How was it affected during the British rule in India ?
Q4.Answer any three from the following :
(a) Advantages of personal selling
(b) Proportion of sales method
(c) Paid media and its benefits [ 3 ] MMPM–007
(d) Campaign for rebranding
(e) Objectives of Consumer Protection Act,
Q5.Ather Energy has revamped its electric scooter portfolio with the introduction of new variants for the 450X. The 2023 Ather 450X is offered in two trim levels with prices starting at Rs. 98,183, ex-showroom Delhi (including state government subsidies). This electric scooter is claimed to offer a range of 146 km per charge. The new entry -level model will help the company to b oost its sales. However, the new entry-level variant of the Ather 450X misses out on a lot of features. As communication manager, of the company and having knowledge about the two key issue i.e. the firm’s reliance of boosting the sales from the new model and most importantly the variant misses a lot of features in the face of its competition. The task at hand is how you would address to achieve the goal of the company and the [ 4 ] MMPM–007 communication strategy with regard to the product features to the target market. Questions :
(i) What elements or combination of elements of IMC (other than publicity and public relations) that you wish to suggest and why ?
(ii) Chalk out a suitable plan for publicity and public relations tasks and their execution.