IMC Tips Lec 4 Slide 5-2 MCQ 5-4 MCQ 5-9 3 characteristics to effective Positioning Statement 5-12 MUST

MUST KNOW 5-20 Repositioning: Might ask you to reposition a brand 5-21 MCQ Lec 5 Slide 2-2 Framework (MCQ) 2-3 MCQ 2-5 Brand; No need memorise. MCQ. Consumer based brand equity differential impact on consumers in response to marketing program 2-6 MCQ 2-12 Brand Personality 2-13 Structured question speaks for itself (see textbook) 2-26 ways to measure equity 3-31 Very Important. Common exam question 3-41 Read through 3-43 Logo MCQ 3-47 Purpose and Model of packaging 3-52- VIEW (MCQ) Lec 6 Slide 7-12 MCQ 7-17 Advert Process 8-32 effective advertising. Creative? 8-33 C-A-N (Read through) 8-37 Value proposition: Whats unique about benefit of your brand (Simple, captivating, different from competitor, how to interpret

8-38 MCQ 8-42 Useful for creative advertising 8-48 Can be MCQ or Structured Question Lec 7 9-4 MCQ: M-O-A 9-18 Concretization MCQ descriptive to make it simple 9-15 gestalt look at overall ideas instead of details 9-20-23 endorsers 9-24 quotient MCQ 9-27 Maybe Structured 9-29 MCQ, not very important 9-31 MCQ 9-33, 9-36, 9-37 - MUST STUDY: Comparative Advertising 1039 MCQ 10-42 useful (Read!) Lec 8 11-2 MCQ 11-5,6 Stages involved Structured Question 11-7 Came out in exam before 11-8 Important Advantages and Disadvantages of ALL media Lec 9 13-2 MCQ 13-3 Understand this MCQ 13-4 MCQ 13-5 Know the various means 13-6 Website IMPORTANT! 13-13 MCQ

13-18 How to measure? Either MCQ or structured 14-30 RFM* important 14-31 - *a bit of subliminal peripheral processing* Important Lec 10 *Very Very important chapter!!