IES’S Management College and Research Centre, Mumbai

(FINAL EXAMINATION)
Date: 21/09/2021 Day: Tuesday Time: 11.00 am to 01.30 pm Duration: 2 ½ hrs.
Program: PGDM Term: IV Course: Integrated Marketing Communications Max Marks: 60

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Instructions:
1) Attempt all Questions. There is an internal option in Q. No. 5

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Q. No. (Questions) (Marks) COs
Q1 Read the following case & answer the question given below: - 12M CO3
Vini Cosmetics’ flagship deodorant brand, Fogg, has rolled out a humorous film. The
campaign aims to tell Indians to continue exercising caution against Covid-19 for just a bit
before they can go back to having fun. The Womb has conceptualized the campaign.
Darshanbhai Patel, MD and CEO, Vini Cosmetics, said, “As market leaders and corporate
citizens of the country, we felt it was our duty to stand with the people of India in the fight
against corona. As India opens up and starts feeling normal, caution is equally important.
The first time we heard this idea, we knew the message resonated with our thinking.”   
Added Navin Talreja, founding partner, The Womb, “Sometimes the simplest of briefs turn
out the trickiest ones. The brief to us was ‘we should give a message of hope and
optimism to the people of India’. The challenge was connecting it back to the brand in a
way that was meaningful. Fogg has always been a brand that is part of the enjoyment for
Indians. Yet given the pandemic, people have lost out on those times but are impatient to
get back. We had to encourage people to stay patient and wait for the good times to be
back and make Fogg a part of their lives again. To bring alive the message we used the
elephant as a metaphor with the often-used idiom 'Haathi toh nikal gaya, bus pooch baaki
hai' as it delivered the brand’s message beautifully."
Assuming that you need to take forward the similar theme in next TVC, suggest the
creative communication strategy and the storyboard.

Q2 A) While ‘percentage-of-sales’ method of setting advertising budget is simple, it has its 6M CO2
limitations. Do you agree? Justify your stance.
B) What is the best method of setting advertising objectives? Explain with an example.

6M
Q3 Assume that you are launching a new concept of nasal spray for prevention of Covid-19 12M CO3
infection. Available as a simple nasal spray, it acts as a physical barrier that prevents the
virus from attaching itself to the surface in the nose and the throat.

Suggest the IMC campaign for the launch of the new product.

Q4 Suggest the best media vehicle/s for advertising the following. Give justification. CO3

a) Skin-care cream for glowing skin 4M

b) A fast food joint 4M
c) Online professional course 4M
Q5 A) (i) Explain the pros and cons of Celebrity Endorsement. 8M CO1

(ii) Explain the TEARS model of choosing a celebrity for

endorsement. 4M
OR

B) (i) Explain how Public Relations is different from Advertising. 8M

(ii) Explain with an example how PR Campaign has helped the company to come
out of crisis. 4M

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