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Saturday 21 July 2012

MS – 68 Management of Marketing Communication & Advertising July – Dec 2012


MS – 68 Management of Marketing Communication & Advertising July – Dec 2012
1. a) Discuss the importance of Marketing Communication in effective marketing of a firm’s offering by taking one example each from an FMCG and service offering of your choice.
b) What do you understand by creative consideration in advertising campaign? Select two recent examples of your choice where the role of creative consideration has largely contributed towards the success of the brands.
2. Collect information (up to 2011) pertaining to the different vehicles of Indian Media available to the marketers and elaborate on the major changes that have taken place since the year 2000. In the light of the above findings ascertain the opportunities that the Indian advertisers can look forward.

3. a) What do you understand by the term “Media” in the Indian context? Why it is increasingly becoming a challenging task for advertiser to decide on the media options.
b) Make a visit to any company in your location or you are associated with. Interact/contact the P.R. Department and find out the kind of Publicity and Public Relations activity they undertake and based on the above information try and ascertain the scope for these activities.
4. a) Do you think that the role of advertising agency is changing and extremely becoming complex. If yes or no substantiate your answer with relevant examples.

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