Scribd
Upload
115 views4 pages

Q. Bank IMC

This document contains a question bank related to the subject of integrated marketing communication. It includes 50 short questions and 30 long questions covering various topics related to advertising, promotion, public relations, branding, and marketing communication strategies. The questions address concepts such as the marketing mix, advertising appeals, media planning, advertising effectiveness measurement, and integrated marketing communication approaches.

Uploaded by

Shailendra Srivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
115 views4 pages

Q. Bank IMC

This document contains a question bank related to the subject of integrated marketing communication. It includes 50 short questions and 30 long questions covering various topics related to advertising, promotion, public relations, branding, and marketing communication strategies. The questions address concepts such as the marketing mix, advertising appeals, media planning, advertising effectiveness measurement, and integrated marketing communication approaches.

Uploaded by

Shailendra Srivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

Question Bank

Subject: Integrated Marketing Communication

SHORT QUESTIONS:
1. What are the five Ms of advertising?
2. Explain any one method of determining an advertising budget.
3. What is an advertisement brief?
4. Explain USP with an example.
5. What is the role of PR in developing a corporate image?
6. Define advertising?
7. What do you mean by trade mark?
8. What is promotion?
9. What do you mean by institutional advertising?
10. What is advertising appeal?
11. What is buying motives?
12. What is advertising copy?
13. What do you mean by advertising scheduling?
14. What is an advertising agency?
15. What is media research?
16. Explain deceptive advertising?
17. What is sales promotion?
18. Explain emotional appeal?
19. Explain personal selling?
20. What is sales budget?
21. What do you mean by primary demand?
22. What is marketing mix?
23. What is B to B advertising?
24. What is feature appeal?
25. Who is a copy writer?
26. What is farm advertising?
27. What is promotion?
28. What is DAGMAR approach?
29. Explain push and pull strategy?
30. What is Product Life Cycle?
31. What is advertising strategy?
32. Explain the PACT principle of copy testing?
33. Explain DAR test?
34. Define Communication.
35. Advertising Agency.
36. Reach, frequency.
37. Role of PR in corporate image.
38. What is copy platform?
39. What are the criteria for advertisability of a product?
40. Define Gross Rating Point and CPM.
41. Outdoor Advertising.
42. Corporate Advertising.
43. Explain the term ‘Publicity.’
44. What do you mean by institutional advertising?
45. What is DAGMAR approach?
46. Define Gross Rating Point and CPM.
47. Define Ad copy.
48. Discuss 5 M’s of advertising.
49. Discuss Pre and Post Testing of a copy.
50. What is media scheduling?

LONG QUESTIONS:
 What is a brand image? How is it developed through integrated process of promotional
communication?
 Suggest the most suitable specific medium with reasoning for the following products:
 Premium Bathing Soap.
 A luxury car costing more than Rs. 8 lakhs.
 A housing finance scheme for retired persons.
 A time share holiday resort.
 As a coordinator of the youth festival of your college, draft a direct mail letter, to sponsors inviting
sponsorships (identify at least five sponsors).
 Explain in details, various methods of evaluating the effectiveness of an advertising
campaign.
 Write short notes:
 Media Research.
 Positioning strategies.
 Organization structure of an ad agency.
 Any three methods of Consumer Promotion.
 Explain the different types of outdoor advertising?
 Explain the difficulties in media selection?
 Explain the functions of advertising agency?
 Explain the different classifications of appeal?
 Explain the different types of buying motives?
 Explain the factors to be considered while selecting media?
 Explain the different functions of advertising agency?

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


advantages and disadvantages?
 What do you understand by copywriting? Explain the qualities of an effective copy?
 How does one measure effectiveness of advertising?
 What must media planners consider before they begin?
 Mention the 5 M’s of advertising and explain each in detail?
 Distinguish between a marketing objective and a communication objective with an example.
 “If awareness does not affect sales, why bother to measure it? If it does have a close relationship to the
sales, why not measure sales directly?” Comment.
 Explain the function of an Advertising Agency.
 Draw an Organization chart of your choice for an Advertising Agency.
 Explain the terms-Brand image, Brand personality and Brand essence.
 Describe any seven positioning strategies with suitable examples.
 Explain the persuasion Matrix. Highlight the importance of source and message factors.
 What do you mean by Advertising budget and appropriation?
 What are the factors to be considered while setting an advertising budget?
 Explain the methods for determining the advertising budget.
 Pre and Post Testing of a copy.
 Mention five major decisions/ steps required for developing an Advertising programme.
 Promotion and Sales Promotion are two terms that often create confusion in the advertising and
marketing fields”. Clarify the distinction between these two terms.
 Name the seven positioning strategies with an example for each of them.
 If you are lucky enough to write a good advertisement, repeat it until it stops pulling” (Ogilvy).
Comment
 What are the factors to be considered while selecting an Advertising agency?
 Why and how would you like to evaluate an Advertising agency?
 Explain the terms copy writing, illustration and layout.
 Explain the criteria for writing an effective Copy.
 Define Brand essence, Brand identity and Brand fatigue.
 Describe various factors which help develop a Brand Image.
 How do Advertising and Sales Promotion complement each other?
 Explain any four sales promotion tools.
 As a Marketing — Head, how would you select and evaluate an Ad Agency?
 “A brand is not just a name or a logo. It is a promise to the customer”. Discuss indetail.
 “Media plan is the guide for media selection”. Do you agree? Justify your answer.
 What are the different methods for setting up Ad. Budgets?
 What do you understand by IMC? Discuss various reasons why IMC has become so popular
among marketers over the last decade?
 Outline advertising planning process. Also list different types of advertisements..
 What are the methods and approaches used in selecting media? Explain importance of
research in advertising and media planning.
 Why is it important to measure advertising effectiveness? Discuss pre and post measures to
evaluate effectiveness.
 How consumer oriented and trade oriented sales promotions differ from each other?
Explain with suitable examples.
 Discuss the three methods of prepration of advertising budget. Explain which one is most
suitable and why?
 Explain the factors contributing to Integrated marketing communication and challenges in
IMC with suitable examples.
 Discuss the role of advertising in promotion mix of FMCG products.
 “Awareness advertising is done in introduction stage of PLC” Explain with the Help of
examples.
 What are the various appeals that can be used in a copy platform? Discuss it by taking
example of some advertisements from Indian corporate sector.
 Discuss AIDAS concept with the help of suitable examples.
 "Deciding on the expenditure among various media tools is of huge significance." What are
the steps required for deciding an expenditure allocation for a management institution
promotional communication?

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy