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IMC Imp - Questions

This document discusses integrated marketing communications (IMC) over five units. It addresses key concepts in IMC including its forms, objectives, and role in branding. It also covers advertising objectives, appeals, and creative strategy. Additional sections explore determining advertising budgets, ethics, and measuring effectiveness. Media planning, types of media, and global competitive strategies are examined. The document closes with discussions of sales promotion, public relations, and short questions on various advertising and marketing communication topics.

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Shailendra Srivastava
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2K views

IMC Imp - Questions

This document discusses integrated marketing communications (IMC) over five units. It addresses key concepts in IMC including its forms, objectives, and role in branding. It also covers advertising objectives, appeals, and creative strategy. Additional sections explore determining advertising budgets, ethics, and measuring effectiveness. Media planning, types of media, and global competitive strategies are examined. The document closes with discussions of sales promotion, public relations, and short questions on various advertising and marketing communication topics.

Uploaded by

Shailendra Srivastava
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INTEGRATED MARKETING COMMUNICATIONS (Important Questions)

Unit-1

 What is “Integrated Marketing Communication”? Explain its forms, characteristics,


advantages and disadvantages?
 Discuss the main objective of IMC. How IMC can be helpful in branding?
 What do you understand by IMC? Discuss various reasons why IMC has become so
popular among marketers over the last decade?
 Explain the factors contributing to Integrated marketing communication and
challenges in IMC with suitable examples.
 Explain how IMC can be integrated with marketing mix in development of successful
campaign.
Unit-2

 Discuss the various objective and scope of advertising.


 Define AIDA model consideration for creative idea visualization.
 What is advertising appeal? discuss the various types of appeals and their
characteristics.
 what is meant by creative strategy in advertising and discuss the important creative
execution elements that go into preparing an ad
Unit-3

 What major approaches can be used in determining advertising budget? What factors
should be taken into consideration while determining advertising budget?
 Discuss the role of ethics that should play in creation of the marketing communication
strategy
 Why is it important to measure advertising effectiveness? Discuss pre and post
measures to evaluate effectiveness.
Unit-4

 Explain the various types of advertising media what factor would you consider before
selecting any media
 What do you mean by media? Define media planning and media strategy.
 What types of Advertising Media are available to marketers in India? Discuss the relative strength and.
weakness of two advertising medium of your choice
 How does an organization sustain the Global Competition? Explain by considering the
competitive advertising strategies adopted by companies for ad campaign in different
countries.
 What are the factors to be considered while selecting an Advertising agency?
Explain the functions of Advertising Agency and discuss the various methods of
compensation in client agency relationship.
 What do you mean by advertising research? Illustrate the importance of advertising
research in context to campaign strategy with suitable examples.
Unit-5

 Discuss the role of sales promotion as a part of promotion mix and major steps involved
in designing a sales promotion campaign
 Differentiate between consumer sales promotion and trade promotions, while
highlighting tools used for each.
 What is Public Relations ? How companies leverage PR elaborate with examples .
 Explain the various methods for controlling and disseminating companies publicity.

Short questions

1. Objectives of Advertising.
2. Explain the term ‘Publicity’
3. Differentiate between sales promotion, personal selling and advertising.
4. What do you mean by concept testing?
5. What is media reach?
6. Explain the role of E-commerce in Marketing Communication.
7. Organization structure of an ad agency.
8. Explain the different classifications of appeal?
9. Explain the different types of buying motives?
10. Ad copy
11. 5 M’s of advertising
12. Pre and Post Testing of a copy.
13. Define reach and frequency in advertising
14. What do you understand by copywriting?
15. M-commerce
16. What is the role of PR in developing a corporate image?
17. What do you mean by trade mark?
18. What do you mean by institutional advertising?
19. What do you mean by advertising scheduling?
20. What is media research?
21. Explain deceptive and surrogate advertising?
22. What is B to B advertising?
23. What is DAGMAR approach?
24. Explain push and pull strategy?
25. Explain the PACT principle of copy testing?
26. Explain DAR test?
27. What is copy platform?
28. Define Gross Rating Point and CPM.
29. Outdoor Advertising.
30. Corporate Advertising.

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