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IMC - Unit Wise Important Questions

This document contains important questions from 5 units of the course BA7014 Integrated Marketing Communications. It includes short 2-mark questions testing definitions and concepts as well as longer 16-mark questions requiring explanations. The units cover topics like advertisement, media planning, sales promotion, public relations, and publicity. Key areas addressed include defining advertising objectives and agencies, the advertising campaign process, media planning and budgeting, different promotional techniques, PR research and departments, and objectives of publicity.

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Saratha Shanmugam
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1K views

IMC - Unit Wise Important Questions

This document contains important questions from 5 units of the course BA7014 Integrated Marketing Communications. It includes short 2-mark questions testing definitions and concepts as well as longer 16-mark questions requiring explanations. The units cover topics like advertisement, media planning, sales promotion, public relations, and publicity. Key areas addressed include defining advertising objectives and agencies, the advertising campaign process, media planning and budgeting, different promotional techniques, PR research and departments, and objectives of publicity.

Uploaded by

Saratha Shanmugam
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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SHIVANI SCHOOL OF BUSINESS MANAGEMENT

2013-2015 BATCH II YEAR III SEMESTER


BA7014 INTEGRATED MARKETING COMMUNICATIONS
UNIT WISE IMPORTANT QUESTIONS
UNIT-1
2 MARKS
1. Define advertisement.
2. Define advertising agency.
3. List out the types of ad agencies.
4. Expand DAGMAR and AIDA.
5. Define advertisement campaign.
6. What do you mean by creative boutiques?
16 MARKS
1. Explain the social, economic and legal implications of advertisement.
2. Explain the concept of setting advertising objectives.
3. Explain how the ad agencies is been selected and remunerated,
4. Explain the process of advertisement campaign.
UNIT-2
2 MARKS
1. Define media plan.
2. What is meant by reach and frequency?
3. State the importance of sub-headline.
4. What are the different methods of budget allocation?
5. Define media scheduling.
6. What is meant by layout?
16 MARKS
1. Explain media plan in detail.
2. Explain the various approaches of advertising budget.
3. What are the different types of advertisement?
4. How do you measure the impact of advertisement?
UNIT-3
2 MARKS
1. Define sales promotion
2. State the objectives of trade oriented sales promotion.
3. State the objectives of consumer oriented sales promotion.
4. What is meant by pull strategy in sales promotion?
5. Define sales promotion campaign
6. Define online sales promotion,
16 MARKS
1. Explain the sales promotion techniques in detail.
2. Explain sales promotion campaign in detail.
3. Explain integrated promotion in detail.
4. Explain online sales promotion.

UNIT-4
2 MARKS
1. Define public relation.
2. Name the tools of public relation.

3. What are the types of PR research?


4. What are the advantages and disadvantages of PR?
5. What is meant by in-house PR?
6. What is the need for PR consultancy?
16 MARKS
1. Explain the process of public relations with its advantages and disadvantages.
2. Explain the objective, scope, goals and functions of public relation.
3. Explain PR research in detail.
4. Explain the structure of PR department.
UNIT-5
2 MARKS
1. Define publicity.
2. Name the tools of publicity.
3. State the importance of publicity.
4. What is meant by social publicity?
5. Define publicity campaign,
6. State the objectives of publicity.
16 MARKS
1. Explain the objective, scope, functions, tools importance and limitations of publicity.
2. Explain social publicity and publicity campaign in detail.

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