COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES

Week No: 3, Period: Test 1

Trimester: ______1st_________
HOMEWORK/ASSIGNMENT/CASELET NO. 1
MARKS

COURSE CODE BSIB 621 COURSE TITLE Media Advertising

SECTION TIME DAYS ROOM
STUDENT NAME ID NO. DATE

TOPIC Integrated Marketing Communications (Parts 1 – 4)

ASSIGNMENT
DIRECTION & Instructions:
REQUIREMENT/ a. Answer all questions.
S b. All answers should be HAND – WRITTEN.
(Identify the ILOs c. Use A4 paper for your answers and workings.
to be assessed at d. Submit output on the date as advised.
the end of each
requirement.
Include the rubric
or marking scheme
CASE PROBLEM WHICH BRAND IS RIGHT?
for each
item/requirement.) It cannot be denied that millions of people do purchase toothpaste as a basic item used in
oral health care. According to survey and research made by the American Health
Organization, it was revealed that there are more investment opportunities in business
leading to manufacturing and or retailing of toothpaste items or products including
related - oral health products in the market and up to this time, these products keep
increasing in demands. There are many leading brands in the market and some of these
are colgate, signal, close – up and pepsodin. Manufacturers earn millions or even billions
of money from their marketing and sales of these products.

1. Briefly define on your own understanding the following:

a. IMC
b. Branding
c. Product Positioning
d. Buying Center
e. Market Segmentation
2. Recognize by explaining the following purposes of packaging.
3. Discuss the concepts of labels and labeling of a brand.
4. You are a potential customer, which criteria or standards are you going to base
your decision to buy a particular brand of toothpaste? Interpret your options.
5. Applying a strategy, which brand of toothpaste you prefer to patronize, a brand
with international name but expensive or a local brand but cheaper? Defend
your options?
6. Prepare by designing an advertisement of you own product indicating the
necessary labels on it.

ASSIGNMENT Write your answers HERE…

OUTPUT

Prepared By: Checked and Verified By: Approved By:

1
DR. SAMREEN DR. JAYENDIRA SANKAR DR. VINODH NATARAJAN DR. MARLUNA URUBIO
Course Coordinator Program Head Associate Dean Dean

Date Date Date Date

 COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
Week No: 3, Period: Test 1
Trimester: ______1st_________
HOMEWORK/ASSIGNMENT/CASELET NO. 1
MARKS

COURSE CODE BSIB 621 COURSE TITLE Media Advertising

SECTION TIME DAYS ROOM
STUDENT NAME ID NO. DATE

Q1,2: IMC:
 Integrated marketing communication.(IMC)
 A perfect knowledge about the product to the customer
 Communication to the Congress about the product how?
 Through advertisement, online marketing, public relation, social media.
 Eg: Tooth paste
 There is a famous advertisement is there salt in your paste?

Branding:

 Branding is the name created for the company of is products.

 By creating vision, mission, logo, design of the product.
 The main aim of the branding is to retain customers.

Product positioning:

 Product positioning is something that tell how the product is leading than the
other.
 Highlighting the important benifits that differentiate the similar product.
 Eg: gum
 There are many gums sold in the market. But fevicole sell more in the
market. Because of its nob and it comes for more days, that is its innovative

. Buying Center:

 Buying centers are group of people who decides the purchasing decision in
an organisation.
Q3:

There are several similar competing products in the toothpaste market, and you
must brand your products in a prominent way. Display your logo and name
prominently on the packaging to increase brand awareness and sales. Ask the
Dentist says it determines the specific qualities customers are looking for in
toothpaste, such as the ability to whiten or strengthen teeth, freshen breath and
prevent tooth decay. Emphasize the characteristics of your toothpaste and the
range of benefits consumers get from using it, and always ensure that the
information you provide is true and supported by research.
Q4:

Prepared By: Checked and Verified By: Approved By:

2
DR. SAMREEN DR. JAYENDIRA SANKAR DR. VINODH NATARAJAN DR. MARLUNA URUBIO
Course Coordinator Program Head Associate Dean Dean

Date Date Date Date

 COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
Week No: 3, Period: Test 1
Trimester: ______1st_________
HOMEWORK/ASSIGNMENT/CASELET NO. 1
MARKS

COURSE CODE BSIB 621 COURSE TITLE Media Advertising

SECTION TIME DAYS ROOM
STUDENT NAME ID NO. DATE

According to your budget, you can use a variety of print and electronic media
channels to effectively market your toothpaste products. Your toothpaste
advertisement should highlight the main characteristics of your toothpaste to
attract maximum attention. It can be placed on radio and television to attract a
wide audience. Local daily newspapers or national newspapers and health
magazines also provide great opportunities to promote your toothpaste. Having a
modern and easy-to-navigate product website with social media links can help
you explain your product to readers, thereby creating a positive brand impression.
Marketing Dive says that, in fact, you might even want to create an app to
encourage, monitor, or reward children for brushing their teeth. If you can think
of an activity that makes brushing your teeth fun, you can win a gold medal for
your toothpaste brand.\

Q5:

Toothpaste is a health product that protects teeth from bacteria and other harmful
microorganisms. Asking your dentist (or dentist) to recommend your toothpaste
will increase your brand awareness. Look for dentists who will appear in cable or
TV radio advertisements and recommend your toothpaste to consumers. Print
attractive posters and flyers and leave them in the dental clinic or office.
Participating in community health promotion activities to raise people's awareness
of correct dental care can also provide you with an opportunity to promote your
brand-and provide you with the promotion concept of "biting" toothpaste.

Q6:

Prepared By: Checked and Verified By: Approved By:

3
DR. SAMREEN DR. JAYENDIRA SANKAR DR. VINODH NATARAJAN DR. MARLUNA URUBIO
Course Coordinator Program Head Associate Dean Dean

Date Date Date Date

 COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
Week No: 3, Period: Test 1
Trimester: ______1st_________
HOMEWORK/ASSIGNMENT/CASELET NO. 1
MARKS

COURSE CODE BSIB 621 COURSE TITLE Media Advertising

SECTION TIME DAYS ROOM
STUDENT NAME ID NO. DATE

RUBRIC /
MARKING 5 – Details are fully complete and demonstrate deep understanding of concepts.
4 – Answer is acceptable but lacks minor details.
SCHEME
3 – Answer is responsive but not fully complete.
2 – Major details are missing and show low level of understanding the content.
1 – Answer is lacking multiple major details.
0 – Non submission

LEARNING ASSESSMENT/MARKING FACULTY/MARKER’S FEEDBACK

ITEM CILOs MARKS MARKS AWARDED
1 1 5
2 2 5
3 1 5
4 5 5
5 3 5
6 4 5
TOTAL 30

Prepared By: Checked and Verified By: Approved By:

4
DR. SAMREEN DR. JAYENDIRA SANKAR DR. VINODH NATARAJAN DR. MARLUNA URUBIO
Course Coordinator Program Head Associate Dean Dean

Date Date Date Date