1. (a) Why a sound knowledge of the customer in terms of the needs, preferences, motivation and behavior is paramount importance for advertisers for designing and formulating a suitable marketing communication strategy. Discuss at length with a suitable illustration.
(b) Trace the major changes that have taken place in the India media scene both in the urban as well as rural set. Elaborate and propose suitable strategies for advertisers to cope these charges.
2. (a) Propose and explain the promotion campaign for the following product which are at the growth and maturity stage of their PCC.
i) Top end Smart Phone – (growth stage)
ii) Tablet /Laptop – (maturity stage).
(b) “Advertiser who ignore research are as dangerous as general who ignore decodes of enemy signals”. Discus the reasons why research becomes vital in marketing communication.
3. (a) Explain the relevant concepts characteristics and issues related to media planning function. Elaborate on the role and responsibilities of a media planner in relation to the advertiser and the client being serviced.
(b) What is direct marketing? Discuss its scope and application areas in the marketing of products/services with two suitable examples.
4. (a) Make a visit to any advertising agency in your location or you are associated with try to gather/collect information with respect to its working in terms of its functions, structure and agency relation ship with client.
(b) Internet has revolutionized the way business is conducted and emerged as a strong medium. Discuss the reasons and comment on the advantages and disadvantages that it offers both for the firm and the customer.
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