FIRST ASSIGNMENT

Course Title : Management of Marketing Communication and Advertising

Assignment Code : 68/TMA-1/SEM-I/2005

Coverage : Blocks 1 & 2

Note: This assignment consists of two questions, you have to attempt both and send it to the coordinator of the study center , you are attached with.

Q.1 (a) Discuss marketing communications as a subset of integrated marketing effort in a manufacturing and marketing firm. Support your responses with two suitable examples.

(b) Press, as a mass medium still enjoys a dominant position with the advent of newer technologies. What makes it so? Comment on the strengths and weaknesses of this medium.

Q.2. (a) Discuss the concept of promotional strategy. Design and develop a planning framework in the following situations:

• Branded unisex jeans aimed at college goers
• Playing toys targeted at children
• Family oriented television serial targeted at housewives.

(b) Message is considered as the central theme on which the overall communication strategy is designed and developed. Explain with two examples of your choice where message alone has largely contributed to the success of a product / service.

SECOND ASSIGNMENT

Course Code : MS-68

Course Title : Management of Marketing Communication and Advertising

Coverage : Blocks 3 & 4

Note : This assignment consists of two questions, you have to attempt both, and send it to the coordinator of the study centre you are attached with.

Q.1. (a) Discuss the various steps involved in media planning. When and why media planning assumes relevance and significance for a marketer.

Suggest media planning for the following:

• Promotion campaign directed at semi-urban consumer
• Creating awareness of subsidy on fertilizers by the government
• Launching of a noiseless generator

(b) What is the fundamental difference between Internet advertising vis-à-vis conventional forms of mass advertising?

Q.2. (a) Distinguish sales promotion from trade promotions. Explain why firms undertake consumer promotion schemes/contests. Comment on the merits and demerits of promotion scheme by picking two such promotions in the recent past.

(b) “Advertising is showmanship but direct marketing is salesmanship”. Discuss

 Course Code : MS-68

Course Title : Management of Marketing Communication and Advertising

Coverage : Blocks 4 & 5

Note : This assignment consists of two questions, you have to attempt both, and send it to the coordinator of the study center you are attached with.

Q.1. (a) Discuss the scope and major role of advertising, publicity and public relations of the firm you are attached or familiar with. Explain their contribution in accomplishing the firms marketing goals.

(b) How is celebrity advertising useful? Discuss by taking two recent examples of your choice.

Q.2. (a) Make a visit to a mid size advertising agency in your location, name the location and study its structure and functions.

(b) Why and how does the role and responsibilities of an account executive in an advertising agency is crucial both for the agency and the client. Illustrate.