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| ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS) | ||
| END SEMESTER EXAMINATION – MARCH/APRIL 2016 | ||
| B.COM (T.T.) – VI SEMESTER | ||
| C2 12 603: INTEGRATED MARKETING COMMUNICATION: AN ADVERTISING PERSPECTIVE | ||
| Duration: 3 Hours Max. Marks: 100 | ||
| SECTION – A | ||
| I) | Answer ALL the questions. Each carries 2 marks. (10×2=20) | |
| 1. | What is Budget determination? | |
| 2. | Define Advertising according to American Marketing Association. | |
| 3. | Describe any two social issues in advertising. | |
| 4. | What is Bandwagon advertising? | |
| 5. | Give 6 examples of persuasive ads. | |
| 6. | What is Covert advertising? Give any two examples of the same. | |
| 7. | What is OTS? | |
| 8. | Explain Fighting/ Bursting. | |
| 9. | What are two major forms of Print Media? | |
| 10. | Give the meaning of Hoarding and Posters. | |
| SECTION – B | ||
| II) | Answer any FOUR questions. Each carries 5 marks. (4×5=20) | |
| 11. | Advertising agencies are major supplies in IMC. With reference to the same, what the different types of agencies. | |
| 12. | Define Social Media and write about 6 prominent example of Social Media | |
| 13. | What is Media Planning and what are the 3 major media objectives? | |
| 14. | Explain in detail the different approaches to setting an advertising budget. | |
| 15. | Elaborate the DAGMAR approach to advertising. | |
| 16. | Elucidate on the importance of advertising in tourism and leisure marketing | |
| SECTION – C | ||
| III) | Answer any THREE questions. Each carries 15 marks. (3×15=45) | |
| 17. | Research links consumers and organizations though information. With the marketing communications context explain in detail the steps in primary research. | |
| 18. | Elaborate the different types of appeals used in advertising. | |
| 19. | What is an Ad campaign? What are the various steps in creating a successful ad campaign. | |
| 20. | Explain the different types of advertisements. | |
| 21. | What are the various steps in advertisement planning? | |
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SECTION – D |
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| IV) | Case Study – Compulsory question. (1×15=15) | |
| 22. | 23 March 2013: Ford Apologizes for Offensive ‘Berlusconi’ Figo Ads
A print ad used to promote the Ford Figo compact car in India is causing controversy among people who say it is offensive, distasteful and misogynistic. Indeed, the pitch has drawn so much fire that Ford Motor Co. has apologized for it. The ad features a caricature of former Italian Prime Minister Silvio Berlusconi at the wheel of a Figo with three women bound and gagged in the car’s cargo bay. The Figo is known for its luggage capacity and Ford’s tagline for the car is, “Leave your worries behind with Figo’s extra-large boot.” “We deeply regret this incident and agree with our agency partners that it should have never happened,” Ford said in a statement. “The posters are contrary to the standards of professionalism and decency within Ford and our agency partners.” The Berlusconi ad is one in a trio of similarly styled ads that serve as examples of how advertising can approach, push, and violate the limits of public acceptance. One of the other ads – which I found the least-creepy — shows caricature of Formula One driving ace Michael Schumacher with three rivals, Sebastian Vettel, Lewis Hamilton and Fernando Alonso, stuffed in the trunk. In real life Schumacher is an aging ex-champion whose days of dominating the sport are behind him, largely because of the three younger drivers in the picture. Racing fans could get a laugh from it, though some people take offense at the very idea of tying people up and putting them in the trunk of a car. Also of note: the hostage drivers’ mouths are tapes, but the women in the Berlusconi ad are gagged. Another ad shows a Paris Hilton-like character hauling what appear to be the Kardashian sisters in the trunk. Again, we have an arguably washed-up figure trying to get rid of the competition. The grotesque style in which the people are drawn makes the Kardashian ad seem a bit more cringe-worthy. Ford said it is reviewing its approval and oversight process with it advertising agencies “to help ensure nothing like this ever happens again.” In the end, though, the dust-up might help sell a few more Figos. Questions:
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