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Ms-68 December, 2011 Management of Marketing Communication and Advertising

December, 2011

Ms-68 : Management  of Marketing Communication and Advertising

 

SECTION - A

1.(a) Discuss the concept of Integrated Marketing Communication as a tool for market development strategies.

(b) What is media buying ? How would an advertiser know his return on media investment ?

2(a) "Advertising research can provide guidance, but cannot guarantee success". Substantiate.

(b) What creative considerations would you recommend while planning for an advertising campaign of a recently improved product of your choice ? Make suitable assumptions if necessary.

3. (a) Sales promotions are conceived with a purpose. Discuss the different types of sales

promotions methods that firms can pursue for increased sales, giving suitable examples.

(b) Outline the reasons for the growth of Internet as a preferred advertising medium by advertisers worldwide. What are its major benefits and limitations for sellers and buyers ?

4. Write short notes on  any three  of the following :

(a) Sources of misunderstanding in communication

(b) Techniques of determining promotion budget

(c) Measuring the performance of sales promotion

(d) Social marketing communication

(e) Major functions of advertising agency

SECTION – B

5. What do you understand by the term 'promotion mix' ? Suggest suitable promotion mix for the following :

(a) Vacuum cleaner

(b) Car rental services

(c) CNG kits for passenger cars 

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