Integrated Marketing Communication — DU Bachelor of Management Studies Previous Year Question Papers

Attempt 5 questions in all. b) CEAT Tyres uses a combination of consumer promotions (free fitting, extended warranties) and trade promotions (retailer schemes, co-op advertising) to compete with MRF and Bridgestone. Evaluate the growth of sales promotions in the tyre industry in India. What are the risks of over-dependence on promotions, and how should CEAT balance promotions with brand-building Quest 4) a) Swiggy Instamart used a high-frequency direct marketing approach (multiple notifications, geo-targeted offers) to capture the quick-commerce market in India. Some users found this intrusive, leading to app notification opt-outs. Analyse the objectives and measures of effectiveness of Swiggy's interactive marketing. Discuss the fine line between effective personalisation and intrusive communication, and its impact on brand perception. b) LIC (Life Insurance Corporation of India) historically relied on a massive agent (personal selling) network of over 1 million agents to sell insurance policies. After its IPO in 2022, LIC began in vesting in digital marketing. Analyse the nature, advantages, and disadvantages of personal selling vs. digital communication for LIC. How should LIC integrate both for optimal IMC effectiveness? Quest 5) a) Explain the media planning process, key influencing factors, and decisions on media class, vehicle, and options b) The rapid growth of digital advertising in India has raised serious concerns about misinformation, data privacy, and algorithmic targeting of vulnerable groups. Critically examine the economic effects of advertising (on competition, consumer spending, and market structure) alongside these emerging ethical concerns. What framework should Indian brands and regulators adopt for responsible digital advertising Quest 6) a) Titan Company Limited manages multiple sub-brands (Tanishq, Fastrack, Sonata, Skinn) each targeting very different audience segments with distinct IMC budgets. Using a real or hypothetical allocation scenario, explain how Titan would distribute its overall promotional budget across brands, media, and markets. Which budgeting method is most appropriate for a multi-brand company, and what factors guide allocation?