Advertising Exam 2021 Paper

IMC coordinates various communications channels to deliver a clear and consistent message to

the audience. State and explain any 5 tools used of IMC with examples to support the same.

IMC Tools

The major Integrated Marketing Communication tools are as follows:
1. Advertising
Advertising refers to any paying form of non-personal marketing by an established supporter of

goods or services. Print (newspapers and magazines), broadcast (radio and television), networks
(satellite, wireless and telephone), interactive (web, audio and video) are the different media used
(billboards, signs and posters).
Advertising's main value is that it hits customers who are widely scattered.
2. Direct Marketing
Organizations directly communicate with target customers to generate a response and/or a

transaction. More than ever, shoppers have started focusing on credit cards and online shopping,
which makes it necessary for advertisers to specifically target buyers and thereby assist them in the
buying process.
Eg. Direct mail, Direct Selling, Email marketing, Tele marketing
3. Sales Promotion
Sales promotion aims to attract the interest of customers and provides an invitation to participate in
a purchase by offering different kinds of rewards.
Eg. Such ads often call be viewed at supermarkets where companies provides discounts and other
offers on their products.
4. Publicity
These are company-sponsored events and services intended to establish brand-related experiences
with consumers. Sponsorships often increase the exposure of the brand. Companies provide
consumers with the experience of using a product that winds up leading to a higher recall of the
item than rivals. These gatherings have proven to be interacting with the public.
Eg. Food companies often set up their promo stalls at malls of other public places offering their
products for tasting.
5. Public relations
A collection of initiatives aimed at strengthening the relationship between the business and the
public. Advertising is a one-way communication, whereas public relations is a two-way
communication that can track responses and change the message to provide optimal value.
6. Personal Selling
Face-To-Face interaction with one or more buyers for the purpose of presenting answering
questions and taking orders. This proves to be the most effective tool in the later stages of the
buying process.
Eg. Kent RO Water Purifiers' salesmen often visit house-holds to sell them.
The value is that the message can be tailored to the buyer's needs and reflects on establishing a
long-term partnership with the buyer.
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The Advertising manager is said to be responsible for all promotional activities except sales.
Keeping this in mind, explain the various duties of an advertising manager with an example to
support the same.
Duties of an advertising manager:
1. Supervising the work of the publicity department and staff members.
2. Acting for team members, customers, or an ad firm to set and accomplish the priorities of
programs and to set and execute budgets and deadlines.
3. Creation of promotional campaigns to raise the interest of consumers of goods or services.
4. Tracking the progress of the project from preparation to completion in order to ensure that it
stays focused and measure its efficacy.
5. Negotiating specifications for arrangements and terms for consumers or other third partners.
6. Collecting and reviewing information, from managers and customers, and presenting it to other
parties.
7. Providing specialized guidance on marketing and advertising methods for new or existing products
or services.
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"Account Services is the complete management of all the books of account that an organization
needs to maintain." Do you agree or Disagree? Justify your answer.
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Answer ANY ONE from the questions below -
(a) The hierarchy of effects model is one of the Traditional Response Hierarchy Model. Explain the
model with examples to support the your answer.
OR
(b) How is the AIDA model different from the DAGMAR approach? Explain the two with examples
to support your answer.
b) AIDA & DAGMAR
1. AIDA
AIDA stands for Attention, Interest, Desire and Action
The "A" represents attention or awareness, and the ability to attract the attention of the consumers.
Eg. A Hair dressing company running a PR campaign three-four months prior to launch, promoting
award, stylists, qualifications etc. to targeted customer groups.
The "I" is interest and points to the ability to raise the interest of consumers by focusing on and
demonstrating advantages and benefits (instead of focusing on features, as in traditional
advertising).
Eg. The hair dressing company executing a direct mail campaign to offer a free consultation or hair
cut and finish.
The "D" represents desire. The advertisement persuade consumers that they want and desire the
products or services because it will satisfy their needs.
Eg. The hair dressing company close to the opening of the new salon:- running an exclusive local
launch events which was advertised through local press and social media. This is to create a local
buzz for 'people wanting an invite' and excited to see the new salon.
The "A" is action, which leads consumers toward taking action by purchasing the product or service.
Eg. The company implements call to reserve (on Facebook), the website (call to book) and local
advertising (call in to receive discount or the offer.
2. DAGMA
1. Awareness
It is important to make the public aware of the product or business before the purchasing action is
expected by the target audience. The initial contact task of the promotional activity is to raise the
consumer's understanding of the product or offer.
Eg. In the awareness stage, Company XYZ makes the consumer aware that there is a new Widget on
the market
2. Comprehension
Awareness alone is not enough to stimulate a transaction, it needs ample awareness and
information about the product or organization. This stage includes the target group learning about
the product, company, or bid. In this sense, the contact role of promotional practices is to let
customers learn about the product-product features, advantages or uses.
Eg. In the comprehension stage, Company XYZ shows consumers the new Widget's features and
reminds the consumer of Company XYZ's logo and brand name.
3. Conviction
Growth in the customer of a mental propensity to purchase the commodity.
Eg. In the conviction stage, Company XYZ helps the consumer emotionally attach to the new Widget
so that the consumer establishes an emotional preference for the Company XYZ brand.
4. Action
Finally, communication must inspire consumers to invest in purchasing practices.

Eg. In the action stage, Company XYZ gets the sale.
Company XYZ then measures the success of the marketing effort using DAGMAR. The company then
measures how far the customer proceeded through the four stages of the purchase process, and
how many sales were generated.

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IMC coordinates various communications channels to deliver a clear and consistent message to

The major Integrated Marketing Communication tools are as follows:

Advertising refers to any paying form of non-personal marketing by an established supporter of

Organizations directly communicate with target customers to generate a response and/or a

Eg. Direct mail, Direct Selling, Email marketing, Tele marketing

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1. Supervising the work of the publicity department and staff members.

3. Creation of promotional campaigns to raise the interest of consumers of goods or services.

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Answer ANY ONE from the questions below -

b) AIDA & DAGMAR

AIDA stands for Attention, Interest, Desire and Action

Growth in the customer of a mental propensity to purchase the commodity.

Finally, communication must inspire consumers to invest in purchasing practices.

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