Integrated Marketing Communications — Winter 2020

Define IMC. Explain how integrated marketing communication differs from traditional advertising and promotion.

Describes different positioning strategies. Give examples of products and/or brands that utilize each of these different strategies.

Explain the agency compensation strategies in detail.

Which factors should be considered while selecting celebrity endorser? Also explain the risks of using celebrity in advertisement.

Explain the young’s creative process in brief. Explain the “inherent drama” with suitable example.

Explain the various advertising execution strategies in brief.

Explain the various elements in the communication process. How does a channel factor influence the receiver of the message?

Explain what is meant by central v/s peripheral route to persuasion taking an example of your choice.

The traditional model of “learn-feel-do” doesn’t work always. Explain the statement by Alternative Response Hierarchy.

Explain types of advertising agencies in detail.

Explain two sales response models with diagram.

Explain Bottom Up method of budget determination. Why is it considered as the best method?

Describe the three methods of promotional scheduling. Give examples of products and/or services that might employ each method.

Evaluate Direct Marketing as an important tool of IMC.