Business Tax Procedures and Management — DU B.Com. (Hons.) Previous Year Question Papers

Name`ofthePaper Type of the Paper INTEGRATED MARKETING COMMUNICATION Part of the questions to be attempted together. 1. a) Discuss the role oflMc in the overall marketing process. (b) Id.entify and explain the factors that affect the design of the IMC mix. (7) OR c) Discuss any two communication vehicles used in IMC and evaluate their strengths and limitations. 4. a) "Internet media has advantages, but traditional media still helps achieve certain communication obj ectives." Explain. (b) What are the elements of marketing communication mix. Explain with examples. OR c) What different intemal and external challenges are faced by organisations while implementing d) Discuss the role of Advertising agencies and PR firms in planning and executing IMC campaigns. Pz{reszp is a small local brand that launched a new packaged drinking water aimed at households, offices, and travellers. Even though the water was clean, affordable, and BIS=certified, Puresip struggled to gain attention in a market dominated by well-known national brands. To build awareness, Puresip created an Integrated Marketing Communications (IMC) plan using the simple and 'clear tagline "Stay Pure, Stay Safe." This tagline appeared on bottles, posters, delivery vans, and all advertisements to ensure consistent communication. The company began with local advertising, placing posters at bus stops, small shops, and residential societies. These posters used light blue colours and images of clear water to emphasise purity. Puresip also ran short radio jingles on local FM stations during moming travel hours. To encourage trial, Puresip offered free 1-litre samples to households and small offices. Delivery staff were instructed to repeat the same message about purity and safety, ensuring uniform communication during personal interactions. The brand also used social media, mainly Facebook and WhatsApp groups, to 'share simple posts about water safety and tips for staying hydrated. Local influencers-such as fitness trainers and community volunteers-posted short videos recommending Puresip, which helped build trust. Puresip undertook small public relations activities, such as sponsoring water booths at community marathons and school sports days. Banners and water stations carried the same tagline and colour theme, strengthening brand recall. Within two months, the brand saw higher recognition in nearby neighbo.urhoods, though some customers mentioned that the radio jingle sounded repetitive. a) How did PureSip maintain message consistency across its advertisements, packaging, and promotional activities? (6) b) Explain the role of local advertising (posters and radio jingles) in PureSip's Integrated Marketing Communications strategy. c) Identify any three IMC tools used by PureSip and briefly describe how each helped increase product awareness. (6) d) Why were free samples and personal communication by delivery staff important for promoting PureSip?