Integrated Marketing Communication — DU B.Com. (Hons.) Previous Year Question Papers

1. (a) Explain the evolution of IMC and the reasons that led to its emergence. (8) (b) Discuss the different tools for effective communication along with their significance. (7) (c) Explain the elements of the marketing communication process in depth. (8) (search ads) "healthy cooling drinks" ", "herbal beverages" (d) How do communication factors influence the success or failure of a communication message? Support your answer with an appropriate example. 2. (a) How does inconsistent messaging affect brand image and consumer perception? (8) (b) Discuss the factors that affect communication effectiveness. (7) (c) Describe any two methods of establishing a communication budget in IMC. Also state the advantages and limitations of each method. (8) d) Discuss the ethical issues in IMC and communication practices. (7) 3. (a) Digital communication tools like blogs, vlogs and websites engage audience and build trust.' (b) How does Public Relations as an IMC tool help in building the brand image? (7) (c) Critically evaluate the effectiveness of mass communication tools such as Advertising and Publicity in building brand image? (8) (d) How do Mobile marketing and Email marketing complement each other in an IMC programme? Support your answer with examples. (7) 4. (a) Discuss the importance of personal and non-personal communication channels in IMC. (8) (b) Explain how do marketers use both personal and non-personal channels to reach customers effectively? (7) (c) What is media selection? Explain the criteria for selecting media. (8) (d) Explain message structure and its key components. 5. Read the following case Study and answer the questions that follows - FreshSip, a newly launched herbal drinks start-up in India, introduced its flagship product HerbalCool, a ready-to-drink herbal beverage made from tulsi, lemongrass, and mint. Although the product was positioned as a healthier alternative to aerated drinks, consumer awareness in urban markets was limited due to strong competition from established health-drink brands. To create a strong market presence, the company developed an Integrated Marketing Communications (IMC) plan that emphasised a unified brand message: 'Refresh Naturally'. This theme was incorporated across all communication platforms to ensure clarity and consistency. FreshSip began with a digital-first campaign, using Instagram reels, YouTube shorts, and fitness influencers to highlight the natural ingredients and refreshing taste of HerbalCool. The brand used clear visuals of herbs and green colour tones across all posts to maintain visual uniformity. Search engine ads targeted consumers looking for 'healthy cooling drinks' or 'herbal beverages'.