Department of Management Studies

Graphic Era University, Dehradun

Integrated Marketing Communications
Assignment-2

1. Discuss how a company introducing an innovative new product might use the
innovation adoption model in planning its integrated marketing communications
program.
2. What is DAGMAR? Explain how marketers might use DAGMAR in establishing
objectives. What are some of the problems associated with the use of DAGMAR?
3. Discuss the two sales response models described in the text. Explain the
differences between the two models. Provide examples of types of products that
might follow each of these response curves.
4. Discuss some of the reasons managers continue to set budgets using top-down
budgeting methods.
5. Explain what is meant by creative strategy and creative tactics in advertising. Find
an example of an advertising campaign and evaluate the creative strategy and
tactics used in the ads.
6. What are the various stages of the creative process? Do you agree with the notion
that advertising creativity can or should follow a definitive process?
7. Find an example of an ad or campaign that you think reflects one of the approaches
used to develop a major selling idea such as unique selling proposition, brand
image, inherent drama, or positioning.
8. Discuss how the major selling idea is reflected in this ad or campaign.
9. Discuss the difference between an advertising appeal and a creative execution
style. Find several ads and analyze the particular appeal and execution style used
in each.
10. What are the differences between informational/rational and emotional advertising
appeals and the factors that would lead to the use of one over the other. Find
examples of advertising campaigns that use each type of appeal and discuss the
reasons why it is used by the advertiser.
11. What is meant by slice-of-death advertising? Discuss some of the reasons
business-to-business marketers might use this technique.
12. Media planning involves a tradeoff between reach and frequency. Explain what
this means and give examples of when reach should be emphasized over
frequency and vice versa.
13. Using the BDI and CDI indices, explain the least desirable market situation for
marketers. Provide an example. Then do the same for the most desirable situation.
14. Discuss the advantages of television as an advertising medium and the importance
of these factors to major advertisers such as automobile companies or packagedgoods marketers