SYBMS Question Bank 2019- Integrated Marketing Communications (IMC)

IMC
Paper pattern:-
Q1. Objectives (15 marks)
Q2. Full length questions (2 sets of 2 questions each. Attempt any one set)
Q3. Full length questions (2 sets of 2 questions each. Attempt any one set)
Q4. Full length questions (2 sets of 2 questions each. Attempt any one set)
Q5. Short notes (3 of 5)

For any doubts and clarifications, please feel free to contact Prof Vipin Saboo on whatspp 9820779873

Unit 1

1. What are the features of IMC
2. What are the reasons for growth of IMC
3. Elaborate the various promotional tools used in IMC
4. Explain the IMC planning process
5. Explain the AIDA and Innovation adoption model
6. What are the different budgeting approaches that one can use
7. Explain the DAGMAR model
8. Explain how to set up objectives for IMC program

Unit 2

1. Elaborate the role of advertising in IMC
2. What are the advantages of advertising
3. What are the different kinds of advertising
4. What are the various types of media used in advertising
5. Explain the role of sales promotion
6. What are the types of sales promotion
7. Explain loyalty programs in Sales promotion
8. How to set up a sales promotion campaign
9. How to evaluate a sales promotion campaign

Unit 3

1. Explain the objectives of direct marketing
2. What are the tools of direct marketing
3. Elaborate on internet and social media roles in direct marketing
4. What are the advantages of PR
5. What are the various tools of PR
6. Explain the steps to manage an effective PR campaign
7. Elaborate the various types of sponsorships
8. Elaborate the role/advantages of personal selling in IMC

Unit 4

1. Short notes: POPAI, Cognitive neuro science, Online evaluation matrix, QR codes, purchase simulation tests, Stereotyping,
2. What are the reasons of doing test marketing
3. What are the ethical challenges that every marketer faces
4. What are some common laws that a marketing communicator should be aware of
5. What is the impact of internet on communication

Text books recommended

1. Sheth Publications,
2. Vipul Publications