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Model Qus. Paper 2023-25

This document contains a model question paper for the subject of Consumer Behavior and Marketing Communication. It has 3 sections - Section A contains 10 short answer questions worth 2 marks each, Section B contains 5 case study questions worth 10 marks each, and Section C contains 10 long answer questions worth 10 marks each. The questions cover various topics related to consumer behavior such as factors affecting consumer behavior, product perception, integrated marketing communication, sales promotion tools, viral marketing, consumer decision making models, reference groups, advertising budgeting, media planning, and evaluating advertisement effectiveness. The paper tests the student's understanding of concepts in consumer behavior and marketing communication.

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Akash Rajput
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436 views2 pages

Model Qus. Paper 2023-25

This document contains a model question paper for the subject of Consumer Behavior and Marketing Communication. It has 3 sections - Section A contains 10 short answer questions worth 2 marks each, Section B contains 5 case study questions worth 10 marks each, and Section C contains 10 long answer questions worth 10 marks each. The questions cover various topics related to consumer behavior such as factors affecting consumer behavior, product perception, integrated marketing communication, sales promotion tools, viral marketing, consumer decision making models, reference groups, advertising budgeting, media planning, and evaluating advertisement effectiveness. The paper tests the student's understanding of concepts in consumer behavior and marketing communication.

Uploaded by

Akash Rajput
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INSTITUTE OF TECHNOLOGY & SCIENCE

MOHAN NAGAR, GHAZIABAD


Model Question Paper

Subject: Consumer Behavior and Marketing Communication Code: KMBNMK01


Time: 180 Minutes Total marks: 100

SECTION -A
1. Attempt all questions [2X10=20]

Q. No. Question Marks CO


1. Define Consumer behavior 2
2. List the Factors affecting Diffusion of Innovation. 2
3. Discuss consumer socialization. 2
4. Define JND ( Just Noticeable Difference) and subliminal perception. 2
5. Contrast between Global and Local Advertising. 2
6. What is DAGMAR? 2
7. Define Creative brief? 2
8. What is Advertisement wear out? 2
9. Explain the advantages and disadvantages of Interactive Marketing. 2
10. Discuss importance of mobile marketing in today’s era. 2

SECTION-B

2. Attempt any Two of the following: [10X3=30]

Q. No. Case study Marks CO


“Discipline of Consumer behavior is deeply rooted in the marketing concept” elucidate
1. 10
and discuss the role of studying consumer behavior and it’s interdisciplinary nature.
Examine the role of perception by determining the uses of extrinsic cues and intrinsic
2. cues in the perceived quality of a product. 10

3.
Demonstrate the role of an appropriate communication mix in executing Integrated 10
Marketing Communication.
Discuss various tools of Sales promotion and why selection of proper tools and timing
4. 10
is crucial in sales promotion.
5. Contrast the features of Viral Marketing and Buzz Marketing in detail. 10

SECTION- C

Attempt All Questions: [10X5=50]

Q. No. Question Marks CO


Illustrate Nicosia Model of consumer decision making.
OR
What are the characteristics of social class? Discuss the factor responsible for social 10
Q6.
stratification?

1|Page
What is reference group? Discuss various types of reference group and types of influences
can a reference group/ Opinion leaders have on consumers?

OR 10
Q7.
What are marketing implications of family life cycle purchasing Decision?

Discuss Various types of advertising Budget and which in your view is most suitable
method of Advertising budgeting
OR 10
Q8.
Discuss the importance of Ad agency and also discuss the various factors affecting the
choice of advertising agencies
Discuss process of media planning? Also discuss the factors affecting the choice of media.
OR
Q9. Discuss the different methods to evaluate the effectiveness of advertisement. 10

“Nothing can match Digital marketing today.” Critically evaluate the characteristics of
digital marketing in terms of their strength and weaknesses.
10 CO5
Q10. OR
Elaborate the powerful impact of Interactive marketing on consumer’s mind through its
advantage and disadvantages.

2|Page

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