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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