COMSATS University Islamabad

Sahiwal Campus
Department of Management Sciences

Terminal Examination Spring-2021

Subjective Part
Course Title: Integrated Marketing Communications Course Code: MGT514 Credit Hours: 03
Course Instructor: Dr. Khalid Hussain Program Name: BS(BA)
Semester: Batch: Section: Date: 06-07-2021
Time Allowed: 160 Minutes Maximum Marks: 50
Student’s Name: Reg. No. CUI/ /SWL
Important Instructions / Guidelines:
Read the question paper carefully and answer the questions according to their statements.

Question No. 1 (Marks 10 + 10 + 10)

Watch the following videos through given links and analyse the advertisements. You are required to
identify and explain the following elements for each advertisement,
a) Advertising (message) strategy
b) Advertising appeal
c) Advertising framework
d) Message support
e) Target audience
f) Mistakes in the advertisements

Don’t forget to justify your answer with logical arguments.

1. https://www.youtube.com/watch?v=g0_STqpdCmw&ab_channel=ServisTyres

2. https://www.youtube.com/watch?v=CnNxTyoYQmU&ab_channel=Zameen.com

3. https://www.youtube.com/watch?v=YgGd0cpxdGc&ab_channel=CandylandPakistan

Question No. 2 (Marks 10)

Visit the following link and open the “Amazon Foundation” play list. There are 54 videos, however,
half of the videos don’t have any description. You are required to select a video that doesn’t have
description and write the description at least 200 words and hashtags (at least 10) for that video. You
should write an SEO optimized description in a way that description should use the keywords that
represent the theme of the video or appear repeatedly. You need to first write the title and insert the
link of video that you have chosen for description writing.

https://www.youtube.com/watch?
v=Igs7gwKa1Tc&list=PLwBis7lcK_Q9KKbbV6neAOk4GDXSr74oz&ab_channel=DigiMaster
s

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Question No. 3

Suppose you are part of department of management science’s social media team. Design a Facebook
post for announcement of new admission in our department. For this post you need to perform
following tasks,
1. Designing a post that contains your own photo as a student like all admission campaigns do,
2. Post should mention our programs BBA, BAF, MBA and MS,
3. Highlight at least five key features of our department in the post,
4. Write a compelling description of the post following SEO strategy,
5. Write at least 10 hashtags,
Use attractive colours, frames, elements etc in a seamless manner to make the post AIDA compliant.
The End

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