INDIAN INSTITUTE OF MANAGEMENT RANCHI

Post-graduate Programme in Management

End-Term Examination
Integrated Marketing Communications

Name: Roll No.

MAX. MARKS: 35 TERM: 4

Time: 120 mins

INSTRUCTIONS

1. This question paper contains 6 pages.

2. Write your name and roll no. on the answer sheets.

1. For each of the media given below, suggest one brand/product which you would advertise on that
specific media. Justify your suggestion: (1x5 = 5 Marks)
a) Television
b) Radio
c) Inflight advertising
d) Poster in railway station platform
e) Magazine

2. Answer the following briefly (based on the case presentation in the class). (5 Marks)
Why didn’t Dave Carroll accept United’s offer of compensation? What was his initial
motivation? Did his motivation change over time? What does Dave Carroll really want?

3. Answer the following. (4+3 = 7 Marks)

a) Discuss the challenges companies face in marketing their products to the poorest (BOP)
consumers. How do they have to adapt their IMC programs for these consumers? Explain with
suitable examples.
b) Identify a sales promotion campaign that you think works to enhance the brand image and one
that serves to hurt brand image. Justify you selection.

4. Read the following examples. Identify the type of sales promotion for each example. (0.5x6 = 3
Marks)
a) A florist developed a week-long promotion on Facebook asking users to identify the type of
flower portrayed in a photo. Those who guessed right every day were eligible to win a prize.
b) To sell an expensive table, the furniture maker organized an elaborate setup of colorful dishes
at the retail store to attract consumers’ attention.
c) Westside discounted clothes from its summer season to make way for its winter lines.
d) To encourage a customer to upgrade to a smartphone, Tata Croma sold the phone for Rs. 35000
but told the customers that they could fill out a mail-in card, send it in, and receive Rs. 7500
back in a couple of weeks.
e) The perfume shop gives very small sizes of perfume away, with just enough perfume for the
customer to try it out.
 f) A local coffee shop provides a Rs. 10 voucher to reward loyal customers. Customers must have
a card scanned at the time of purchase, and once 100 points are accumulated, they are given the
voucher.

5. Read the following examples. Identify the most appropriate tool/technique used to reach the
stakeholders. (0.5x4 = 2 Marks)

a) An oil and gas company just experienced a major oil spill. It is important that the CEO
personally address the media to give a statement and provide reassurances.
b) The Kolkata Museum wants to market a benefits concert, so it writes up a short note and sends
it to the local radio station.
c) The CMO of Reliance Trends was contacted by “CNBC” channel to discuss and answer
questions related to its newest yoga outfit launched expected to provide health benefits to users.
The CMO agreed to their request and decided to visit them for answering the questions.
d) Pepsi India in association with MTV organized a musical fest to raise awareness among the
people and to generate funds for a social cause.

6. A chef from an established restaurant wants to develop an advertisement for their new eight-course
tasting menu. The target market will be young professionals. Identify the best combination of
message strategy, appeal, and execution. Justify your choice. What message strategy, appeal, and
execution would you use if the target market was overseas tourists? Justify your choice. (4 Marks)

7. For the images given below identify the advertising appeal and execution strategy. Answer in the
following format: (1x9 = 9 Marks)

Ad Number Ad Appeal Execution

a.

Q7) Image a
Q7) Image b

Q7) Image c
Q7) Image d

Q7) Image e
Q7) Image f

Q7) Image g
 Q7) Image h

Q7) Image i

** The End – All the best! **

Stress buster (or booster)

“Time, space, reality … it’s more than a linear path. It’s a prism of endless possibility where a
single choice can branch out into infinite realities, creating alternate worlds form the ones you
know. I am the Watcher (the teacher). I am your guide through these vast new realities. Follow
me and ponder the question……....“What if I had paid attention in the IMC class”.

“If I Could, I Would But I Can't So I Shan't”!