1
LOYOLA COLLEGE (AUTONOMOUS), CHENNAI 600 034
M.Sc.DEGREE EXAMINATION -VISUAL COMMUNICATION
FOURTH SEMESTER APRIL 2018
16PVC4MC01- INTEGRATED MARKETING COMMUNICATIONS
Date: 18-04-2018 Dept. No. Max. 100 Marks
Time: 01:00-04:00
PART A
Answer ALL questions in about 50 WORDS each: (10x2=20 marks)
1. Account Executive
2. Portfolio
3. Media Buying
4. AIDA Model
5. Letterhead.
6. Interactive Marketing
7. Direct Marketing
8. Image
9. Brand values
10. DAGMAR
PART B
Answer any FIVE questions in about 200 WORDS each: (5x8=40 marks)
11.Explain how a company can build" one- voice- one message" .
12. There is a distinct difference in media vehicle available. What are the media vehicle
you can identify to reach out to various segments like children, house wife, and
senior citizens?
13."Abrandisnotjustanameoralogo.Itisapromisetothecustomer".Discussindetail.
14.Whatarethefactorstobeconsideredwhilesettinganadvertisingbudget?
15.Draw an Organization chart of a Large scale Advertising Agency.
16.Whatis"IntegratedMarketingCommunication"?Explainitsforms,characteristics,
advantagesanddisadvantages?
17.Suggest the most suitablemedium to promote the product, with suitable
reasoningforthe following products:
(a)Premium Bathing Soap.
luxury car
costing more than Rs.5 lakhs.
PART C
Answer any TWO questions in about 400 WORDS each: (2x20=40 marks)
18. Create an IMC plan for Online travel company Green ink pen
19. Describe Brand elements of one Leading chocolate product in India.
20. Discuss the fact that the companies that spend the most on advertising do not
necessarily achieve the highest brand value for their products. Sometimes, those
who spend very little are able to achieve this objective. Explain what factors may
lead to these results. Provide examples.
21.Explain how a brand of your choice has placed itself using kapferer's brand identity prism.