Integrated Market Communication-2

Time: 3 Hours

MaMarks:60

Note : i) Answer any four questions in Sec-A,from Question No.1 to Question

No.5(10 marks each)
ii) Question No.6 is compulsory in Sec-B

Sec-A
1) What are the objectives of IMC?Discuss the planning process of IMC.State the
Relevance of IMC.
2) State the criteria for evaluating Agency Functioning.Discuss the main types of
Advertising Agencies.
3) State the characteristics of Consumer Attitude.Explain the Tri-component model of
attitude.How does the Tri-component model of attitude.How does consumer attitude
influence the market structure?
4) Define Brand Image. Also state the sources of Brand Image Development.
5) Explain the Attitudinal Change through appropriate copy development. What are the
persuative strategies for appropriate copy development?

Sec-B

Prakash Tandon ,the Ex-chief of lLever had remarked that Lever was creative
experience.Padamsee, the Ex-chief of Liutas was greatly influenced by this,and decided to
make Lintas a creative Organisation in the best sense.But that did not mean that he wanted
accountants find to become creative.However, he did emphasize innovative accountants who
could find a new and better ways to do their tasks.Lintas was made new.The Salary Structure
including the Year-End-Gifts(YEGS)also evolved to replace with this new Lintas.The
organisation must break off the old TWT syndrome. When padamsee took over, the copy and
the art departments were separate. He paired them up. Creative teams were constituted.
Copysiters and visualisers were made to work in close cooperation. it sparked off excellent
creativity. Padamsee formed miniagencies,instead of managing huge one. He introduced a
managing committee of eight to nine well informed, dedicated and intelligent people to run
Lintas. They throw in ideas
Many new ideas emerge in the meeting of the managing committee, eg.Small is
beautiful.Lintas, Bombay was divided into Lintas Bombay-1 and Lintas Bombay-2.Two MDs

were appointed to head these .Padamsee became the Chairman of the BOD rather than
MD.The MDs set objectives,and MDO was introduced.Padamsee was left free to
conceptualise by these arrangements. All the lowest rug ,jobs are managed upscale, people
are to be managed. At the lowest rug,jobs are managed. Upscale, people are to be managed.
At the top,concepts are to be managed . Padamsee at the top managed the concepts of what
Lintas wanted to be .They put down a Lintas code.
The code read:
(i)
(ii)
(iii)

We believe there is always a better way of doing things(innovation)

We believe in completing everything we start to complete an idea, you must have
an author of further of that idea be else the idea becomes a step child.
We believe that we should treat our collegues as our friends,and not rivals.
(6) (i) Discuss the challenges involved in managing an Ad Agency.
(ii)Is it correct for an agency to position itself,as a Creative Agency?