MS-068: Management Of Marketing Communication And Advertising last 3 yrs paper
June, 2021
Section-A
- (a) Explain the various steps involved in developing a promotion strategy.
(b) Develop a promotion strategy for a DTH service provider.
- (a) Explain the various types of mass media available to an advertiser and evaluate their merits and demerits.
(b) Why is it necessary to measure the effectiveness of an advertising campaign? Discuss with an example.
- (a) Distinguish between advertising research and marketing research, giving suitable examples.
(b) What is direct marketing? Discuss its advantages and limitations.
- Write short notes on any three of the following:
(a) Rural media scene
(b) Headline
(c) Syndicated and custom research techniques
(d) Ethical issues in advertising
(e) Media strategy
- A few decades ago Green Revolution initiatives had transformed Indian Agriculture sector in terms of quality, productivity and sustenance. But today, any product/service offered with a tag ‘GREEN’ i.e. by prefixing has very few takers (for various reasons) yet the curiosity to know more about such offerings is remarkable. Taking a cue a Marketing Manager of a Green tea brand wishes to organize a consumer contest for creating better awareness and enhance the popularity of said brand. The Manager is primarily concerned to get inputs from rural and semi urban markets and also more inputs from the urban areas as well.
Questions:
(a) Suggest the details of the consumer contest covering the following:
(i) Theme for the contest
(ii) Duration of the contest and closing
(iii) Prizes to be offered
(iv) Judgment criteria
(v) Any other you may wish is relevant
can be included(b) What would you advise the Manager to do
to evaluate the effectiveness of the contest?
Section-B
February, 2021
Section-A
- (a) What is marketing communication? Discuss the role of marketing communication in bringing the marketer and consumer close together to achieve the marketing objectives.
(b) Discuss the Personality factors affecting consumer buying decisions in the following situations:
(i) Online buying
(ii) Insurance - (a) Distinguish between creative ideas and creative associations, giving suitable examples.
(b) Explain the various kinds of creative associations in advertising, giving suitable examples.
- (a) With the help of suitable examples, discuss the objectives of sales promotion.
(b) What do you understand by ‘‘positioning’’? What are the positioning alternatives available for advertising a brand? Explain with an example.
- Write short notes on any three of the following:
(a) Consumer Perception
(b) Message Presentation
(c) Measuring Recall
(d) Characteristics of TV vs Radio
(e) Functions of Advertising Agency - ICT the tobacco-to-hotels major has changed the identity of its lifestyle apparel brand from Thrills Lifestyle to WLS. It will now sell apparel that is 100% natural — from fabric to threads, buttons and labels. Having made it all natural, it had introduced a sharp differentiator in the apparel market riding on the current bandwagon of preference for natural and organic products. It has become the first mainstream Indian apparel brand to go natural.
By renaming its premium apparel retail brand to WLS, it has effectively removed the brand’s connection with the Thrills cigarette brand and made the brand name small, simple and trendier, in line with other brands like AJIO, M&S and D&G. However, it remains to be seen how much impact rebranding will have on the prospects of ICT’s lifestyle retailing business. The segment has been under pressure in recent years — effectively pulling down the growth rates of the company’s FMCG business. According to the latest annual report, 2017-18, it was another challenging year for the branded apparel segment. On the contrary, e-commerce players continued with their aggressive push to capture market share amongst value seeking consumers by offering heavy discounts and launching exclusive labels and brands.
Merely rebranding alone may not help the
company unless combined with change in
marketing communication strategy and
execution. Although this rebranding will help to
some extent, still the company needs to take
more steps to get back strong growth in this
business. The tectonic shift comes at a time when
consumers are increasingly becoming conscious
of their impact on environment.Questions:
(a) Was rebranding their apparel business the
right decision? Justify your answer.(b) Propose an integrated marketing
communication mix strategy for the
rebranded apparel business of the company.
Section-B
June, 2020
Section-A
- (a) Discuss the communication model that describe how communication travels from the firm to the consumer and the factors that affect the way the consumers perceive the message.
(b) Why do firms advertise? Explain the steps involved in planning advertising campaign.
- (a) How does sales promotion supplement a firm’s integrated marketing communication strategy? Explain with an example.
(b) What are the various types of media available for advertising? Discuss.
- (a) Comment on the reach of Internet in India. Do you think it tan affect the reach of traditional press and television as an advertising medium? Discuss with support your reasons.
(b) What is a social issue? Taking an example explain the various steps that one must consider to arrive at a strategy and to create communication material.
- Write short notes on any three of the following:
(a) Illustration
(b) Copy testing
(c) Media Scheduling
(4) Direct mail
(e) Agency growth: Style and content - (a) A local furniture company targets college students and working professionals with accommodation of young people purchasing their first furniture Items. What type of media would you use for advertising campaign? Propose and justify giving reasons.
(b) Advertising is a very important marketing tool. What does sales promotion accomplish that advertising cannot for:
(i) A retailer
(ii) Manufacturer
Section-B
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- IGNOU Course details and sample paper link
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