1. (a) What is marketing communications? As a customer does the role of marketing communication helps in your buying decisions process? Discuss with suitable illustration. What elements of promotion mix would you recommend for the following and why?
(i) Proposed electric car to be offered/launched
(ii) Public Transport services (Road ways) in your location.
(b) As one of the leading direct broadband satellite TV provider in the country, when and why it becomes necessary to plan promotional strategies. Explain. Discuss the various steps involved in the planning process of promotional strategy by taking the above example.
2. (a) Distinguish advertisement from advertising. What are the two major activities that contribute to the success of an advertisement? Discuss by picking up any two print advertisements of your choice and evaluate in terms of its impact on the target market.
3. (a) What do you understand by the term “Media” in the context of advertising and communication?
As a media Head of a leading Ad agency what criteria would you adopt in media selection in the following situations.
(i) Pre-launch promotional strategy for a 250 motor cycle for urban youth
(ii) Initiative to educate ban on plastic bags
(iii) Creating awareness on the dangers of drunk driving.
(b) What are the major objectives of sales promotion? Discuss the different types of sales promotion available for the marketer to enhance the sales of the firm.
4. (a) What is an advertising agency? Discuss the basic structure of an advertising agency. What are the major reasons that marketers seek services from these agencies? Justify.
(b) What is Internet Marketing? What are the major reasons for its remarkable growth in the last decade. Collect data / information from various sources for this growth and prepare an essay highlighting the scope, growth and challenges of this medium for the next five years.
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