LOYOLA COLLEGE (AUTONOMOUS), CHENNAI 600034

M.SC DEGREE EXAMINATION – VISUAL COMMUNICATION

QUESTION BANK- 2019-2020- SHIFT II
INTEGRATED MARKETING COMMUNICATION
     
PART - A
Answer ALL questions in about 50 WORDS each:
1. Above-the-line Communications
2. Advertising
3. Brand architecture
4. Brand tone of voice.
5. Customization
6. Endorsed Brand
7. Global Branding
8. Icon
9. Loyalty
10. Media Planning
11. Account Executive
12. Portfolio
13. Media Buying
14. AIDA Model
15. Letterhead.
16. Interactive Marketing
17. Direct Marketing
18. Image
19. Brand values
20. DAGMAR
21. Brand
22. Marketing Mix
23. AIDA
24. Story Board
25. Media Planning
26. Creative Boutique
27. Demographic Segmentation
28. Target Audience
29. Creative Brief
30. Sales promotion
 PART - B
Answer questions in about 200 WORDS each
1. Elaborate how the digital revolution and the Internet have changed IMC planning and
principles?
2. Describe the strengths and weaknesses of sales promotion and personal selling.
3. What are the main characteristics of touch points as part of integrated media
communications?
4. What are the main parts of the media planning process, what the planner should take
into account? How should choices be justified and measured?
5. Eureka Forbes is a consumer durable company who’s water filters are house hold
name. What mode of communication message are employed by Eureka to market
water filters and why?
6. Create a promotional strategies for “swachh bharath”(Building Public toilets in India)
7. Explain any one method of determining an advertising budget.
8. Explain how a company can build” one- voice- one message” .
9. There is a distinct difference in media vehicle available. What are the media vehicle
you can identify to reach out to various segments like children, house wife, and senior
citizens
10. “A brand is not just a name or a logo. It is a promise to the customer”. Discuss in
detail.
11. What are the factors to be considered while setting an advertising budget?
12. Draw an Organization chart of an Large scale Advertising Agency.
13. What is “Integrated Marketing Communication”? Explain its forms, characteristics,
advantages and disadvantages?
14. Suggest the most suitable medium to promote the product, with suitable
reasoning for the following products: (a)Premium Bathing Soap. (b)A luxury
car costing more than Rs. 5 lakhs.
15. What is media plan?. Explain the various factors to be considered in the selection of
media.
16. When can a advertiser use emotion as a tool?
17. What factors would you consider to decide the target audience of your
advertisement?
18. Discuss how IMC helps in creating brand image.
19. Describe the Pros and cons of using an in-house ad agency.
20. How might ones social class influence their consumer behavior?
 21. How is a Brand personality developed? Explain with relevant examples.

PART - C
Answer questions in about 400 WORDS each:
1. “Media plan is the guide for media selection”. Do you agree? Justify your answer.
2.Create a Media Plan for the new non-stop Mumbai- New York flight aboard brand new
Boeing 777-200 LR. The ticket is priced at 5, 50,000 per seat. The schedule will last two
months. The advertisements are in colour. The budget for the print campaign is three
crores
3.Analyse integrated marketing communication as part of brand building process.. explain
using a leading brand in India
4.Explain Integrated marketing communication tool in detail. Create an IMC plan for (a)
Online travel company (B) Green ink pen
5. Describe Brand elements of one Leading chocolate product in India.
6. Discuss the fact that the companies that spend the most on advertising do not
necessarily achieve the highest brand value for their products. Sometimes, those who
spend very little are able to achieve this objective. Explain what factors may lead to these
results. Provide examples.
7.Explain how a brand of your choice has placed itself using kapferer's brand identity
prism.
8.Design an IMC Plan for a 5 star hotel located in a hill station.
9. Draft a media plan for a two-wheeler advertisement in regional media.

10.Rural advertising has a wider scope in India. Explain with appropriate case
study.
11.Illustrate how mobile service companies use various promotional strategies
to reach their desired audience
12. Explain IMC planning process, with relevant case study.
13.Develop a media planning for a Mobile service company. Make necessary
Assumption.
14.Draft an advertising plan for a new biscuit company, the company has
planned to launch their product first in Chennai and later expand it to India.
15.Create a comprehensive plan for launching a Go-green campaign among
college students in Chennai
 Loyola College (Autonomous), Chennai 600034 2
M.Sc Degree Examination – Visual Communication
FOURTH SEMESTER – APRIL 2018
 16PVC4MC01- Integrated Marketing Communication
          Maximum Marks: 100
Date:                                                       Duration: 3 hours

PART - A
Answer ALL questions in about 50 WORDS each: (10x2=20 marks)
PART - B
Answer any FIVE questions in about 200 WORDS each: (5x8=40 marks)
11.

PART - C
Answer any TWO questions in about 400 WORDS each: (2x20=40 marks)

18.
 KEY NOTE- Key Notes – IMC-16PVC4MC01- 2

PART-A
1. In advertising agencies, this term refers to a person who is the day-to-day contact
between the agency and the client
2. This refers to the sum of the brand’s architecture or all the brand holdings under
control of ownership.
3. Media buying is a service offered by certain advertising agencies that involves
negotiating with the various media to purchase time or space to run a client’s ads.
4. This is a “hierarchy of effect” model that stands for awareness, interest, desire, and
action, the four successive stages a buyer passes through while making a purchase
decision
5. This is a sheet of official company stationery with a printed heading at the top that
usually contains the company’s name, address, telephone and fax numbers, and often
includes a logo and other details
6. This is a method that combines traditional marketing principles with internet
techniques so that customers can interact with whoever sends them a marketing or
selling message
7. This is a form of marketing that sends messages directly to consumers, using
“addressable” media like mail.
8. Image is the overall impression and unique set of associations a company or brand
communicates to the public
9. : the code by which the brand lives. The brand values act as a benchmark to measure
behaviors and performance
10. DAGMAR is a marketing approach used to measure the results of an advertising
campaign. DAGMAR is an acronym that stands for defining advertising goals for
measured advertising results
 PART-B
11. General

12. General

13. General

14. An advertising budget is usually a percentage share of total marketing budget which is

apportioned. The decisions on the amount to be spent are made by advertising
managers in co-operation with advertising agency. Many companies resort to more
than one method of determining the size of their advertising budgets.

15. Larger agencies have a production department responsible for managing

advertising campaigns. They set schedules and manage campaign budgets,
coordinating the work of the creative and media departments. ... In smaller agencies,
account executives or creative directors take responsibility for project management.

16. An IMC covers all the different ways that a business or organization communicates
about itself, its products or its services to the world. It integrates marketing,
advertising, promotion, public relations and communication (both offline and online)
strategies and tactics.
17. General

PART-C

18. General
19. General
20. General
21. Kapferer Brand Identity Prism tells us how to build a story and give the brand a much
needed identity considering six important facets of brand identity.