Integrated Marketing Communications — Winter 2024

What are MARCOM objectives? Discuss the methods of budgeting for the Promotional program.

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

Explain the FCB model.

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

What is DAGMAR? Explain how marketers might use DAGMAR in Establishing objectives.

Explain various kinds of Advertising Appeals with its usage.

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

Develop a detailed ‘Advertising Plan’ for a company who wish to launch a new range of Canned Juice in their existing brand. (Make necessary assumptions).

Explain some major creative styles with examples.

Write a detailed note on Social Media Advertising

Explain any three-consumer sales promotion and trade promotion technique.

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

Evaluate Direct Marketing as an important tool of IMC.

What is event management? Explain different opportunities and challenges in event management.

What is celebrity endorsement? Discuss the factors affecting while selecting celebrity endorser.

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

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