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
