Integrated Marketing Communications — Winter 2023

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

Discuss how the integrated marketing communication (IMC) perspective is Different from traditional advertising and promotion.

Explain the AIDA & AIETA Response hierarchy models.

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

Write a note on the different types of online advertising.

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

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

What is DAGMAR? Explain how marketers might use DAGMAR in establishing objectives. What are some of the problems connected with the use of DAGMAR

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

Explain the FCB Grid & Rossiter– Percy Grid Response hierarchy models.

Explain the following Media terminologies: Reach, frequency, GRP, TRP, impressions, continuity, recency v/s primacy effect

What is top-down approach of budgeting? Explain different methods of top down budgeting.

What do you mean by Social Media Advertising? Explain the advantages and disadvantages of it.

Explain the meaning of Direct Marketing? Explain the advantages and disadvantages of Direct Marketing.

Explain the any two method of Measuring Advertising Effectiveness

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

What do you mean by PR, Publicity, sponsorships? Explain it with examples.