Integrated Marketing Communications — Winter 2025

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

Explain the Communication Model with an example

Explain DAGMAR with an example

Explain SEO and SEM with examples

Explain the FCB model with examples

Describe Pretesting, Concurrent testing and Post testing with examples.

Explain advertising appeal? Discuss the different types of appeals? Give suitable example of television commercials for each type of appeal

Explain Consumer and Trade oriented sales promotion tools

“Sales figure is the yardstick to measure success of any IMC Programme”. Comment and validate your arguments with an appropriate example.

Discuss some of the reasons why some companies decide not to measure the effectiveness their promotional programs. Explain why this may or not be a good strategy.

Illustrate the usage of Celebrities in advertisements with examples Page 1 of Q.5 Case Study: BCD Ltd., a major FMCG company already established in the curd, buttermilk, and lassi product categories, is now planning to launch a new tetra-packed lemon juice under the name "BCD’s Lemon Juice." The company has a national presence for its other products, including juices, and has an existing distribution network that will facilitate the launch without any logistical issues. Product Name: BCD’s Lemon Juice Product Features:  Natural  lemon juice  No added colors  No concentrates  Organic certified  No artificial sweeteners Benefits: BCD’s Lemon Juice offers several health advantages, such as an instant energy boost, hydration, a rich source of Vitamin C, and aiding digestion, all of which have been endorsed by health experts. Peak Consumption Period: The highest demand is expected during the summer months. Direct Competition: Limited to a few branded tetra pack companies (none with a national presence), and small local lemon juice shops. Indirect Competition: Other fruit juices and buttermilk.

Identify the segment which can be targeted for their BCD’s Lemon Juice and elaborate on the reasons for the same

Create a print advertisement for the segment which you have identified.

If the company wants to launch the product – BCD’s Lemon Juice only in Gujarat, then which communication tools should be used and why? Justify your answer

Frame sales promotion strategies for consumers as well as trade for the launch of BCD’s Lemon Juice in all of Gujarat. Page 2 of