M.B.A. DEGREE EXAMINATION, NOVEMBER 2017
Third Semester
MARKETING COMMUNICATIONS
(CBCS 2016 onwards)
Time 3 Hours Maximum 75 Marks
Part A x 3 15)
Answer all questions.
All questions carry equal marks.
1. Enumerate the benefits of advertising.
2. State the objectives of advertising.
3. Distinguish between media plan and media strategy.
4. What are the major criticisms on advertising?
5. Explain the concept of publicity with an example.
Part B 10 50)
Answer all questions, choosing either or
All questions carry equal marks.
6. Briefly describe the historical developments of
marketing communications.
Or
Make a critical review of growth of advertising and
point out the future trends.
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7. Describe in detail advertising communication
process.
Or
Explain different types of advertising media and
state their merits and demerits.
8. Discuss the development of media strategy with the
help of an example.
Or
Which type of advertising budget is suitable to new
and mature products?
9. How is the effectiveness of an advertising campaign
assessed?
Or
Examine the role of advertising agency is the design
and promotion of ads of a company.
10. How do you create publicity for a new product?
What are the benefits of publicity?
Or
What do you mean by integrated marketing
communication? With the help of case examples
explain its use in industry?
Part C 10 10)
(Compulsory)
11. Case study
Case Domino's pizza's response to rumours on social media
Back in 2009, before Domino's Pizza ever had a social
media presence, they found themselves launched into a
viral attack when two employees in their Conover North
Carolina. USA franchise uploaded a video to Youtube of
themselves doing disgusting things to a sandwich before
it went out on delivery. As you can imagine, the video
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instantly went viral and Dominos Pizza was instantly
launched into a full social media crisis unlike anything
they could have ever imagined. A social media crisis will
not go away on it's own. It will continue to build
momentum, escalating to a point beyond control.
Even though Domino's didn't yet have a social media
presence, they were quick to be notified about the crisis
thanks to their loyal fans. Had they not been notified,
who knows how long it might have taken for them to
detect and react to the crisis. In many ways, their loyal
fans saved them.
Once Dominos realized that the crisis was building
momentum and increasing it's viral exposure, they
quickly set up a Twitter account to respond and reassure
customers that this was an isolated incident and that
they were in the process of taking the necessary
measures to correct it. Once they were set up with a
Twitter account, they quickly posted an apology to their
website, before their official statement was released.
They then asked their Twitter followers to help them
spread the word by retweeting the link. This helped to
calm the storm until they were ready to release their
official public statement.
The Company had their U.S president, Patrick Doyle
personally issue the response video.
Questions
What lessons are learnt from Domino's social media crisis
plan and how will it help you understand Marketing
Communications? Share your comments for the above case.
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