Integrated Marketing Communications — Summer 2023

Discuss how the integrated marketing communication perspective is different from traditional advertising and promotion.

Discuss the IMC & explain various tools of IMC with proper examples.

Explain the AIDA & AIETA response hierarchy models.

What is an advertising appeal? Discuss different types of appeals with example.

Briefly explain event marketing in India.

What is personal selling? Types of personal selling.

Explain the FCB grid & Rossiter- Percy grid response hierarchy models.

What is sales promotion? Explain different sales promotion techniques.

What are the advantages & disadvantages of social media? Discuss in detail.

Discuss any four methods of measuring advertising.

Explain the direct & indirect marketing? Explain the advantages and disadvantages of direct and indirect marketing.

Explain some major creative styles with examples.

Describe the methods of promotional scheduling?

Discuss the centralize and decentralize advertising agency.

What is the meant by “unique selling proposition (USP)”? Also list down three characteristics of USP’s.

Explain the meaning of reach, frequency, GRP, TRP.

Difference between publicity and public relation.