Integrated Marketing and Communication — DU B. A. (Hons) Journalism Previous Year Question Papers

All questions have equal marks. 1. Explain the concept and evolution of IMC. Discuss the factors responsible for its growing importance. 2. Analyse the importance of direct marketing, sales promotion and on line marketing. How do these tools influence consumer behaviour ? 3. Explain AIDA and DAGMAR models of advertising. Compare their applicability in modern advertising campaigns. 4. Explain the process of situation analysis and market research. How are communication objectives formulated ? a (Situation Analysis 8 (ket Research 5. What are the basic differences between Advertising and Public Relations ? Define its role in Integrated Marketing Communication. Discuss media planning, budgeting and scheduling. How do these elements contribute to effective campaign management ? 7. Write short notes on (a) Maslow's Hierarchy Model (b) Post-Testing in Advertising 8. Answer any three of the following (a) Define Integrated Marketing Communication (IMC). (b) Define sales promotion. (c) Who are internal stakeholders in IMC ? (d) What is meant by promotional mix ? (e) Online Marketing.