Integrated Marketing Communications — Winter 2021

Define Integrated Marketing Communication and explain various tools of it with suitable examples

What are marcom objectives? Discuss the methods of budgeting for the promotional program.

What is DAGMAR? Explain how marketers use DAGMAR in establishing their objectives. What are the issues associated with the use of DAGMAR?

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

Compare and contrast the AIDA model from the hierarchy of effect model. Justify your argument with an appropriate example

Explain the FCB model

Write a note on the different types of online advertising.

What are the advantages and disadvantages of television and print media? Discuss in detail

Evaluate Direct Marketing as an important tool of IMC

What is an “Advertising Agency”? Discuss various agency compensation strategies in detail

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

Explain some major creative styles with examples

Discuss any four methods of measuring advertising effectiveness during the pre- testing phase

What do you mean by advertising appeal? What are different types of appeals? Explain with suitable examples.

Using consumer processing model, explain how a consumer might behave while buying a mobile phone

Discuss three types of message strategies which may be used while designing an advertisement by giving examples of brands of your choice.

What is meant by “Unique Selling Proposition (USP)”? Also list down three characteristics of USP’s.