Exam Details
| Subject | Management of Marketing Communication and Advertising | |
| Paper | ||
| Exam / Course | Management Programme | |
| Department | School of Management Studies (SOMS) | |
| Organization | indira gandhi national open university | |
| Position | ||
| Exam Date | December, 2016 | |
| City, State | new delhi, |
Question Paper
"Marketing communication is all about information sharing." Explain the above statement to highlight the beneficial approach between the marketer and the prospect giving suitable examples.
Discuss the consumer behaviour variables that are relevant in the development of Marketing Communication in the Promotion of the following
Account opening with a Bank.
Buying a property (Housel flat).
What is promotional budgeting? Discuss the issues and techniques for determining promotional budgets by taking a suitable example.
Why it becomes necessary for a firm to measure the advertising effectiveness? Discuss the methods used in measurement of advertising effectiveness.
Distinguish consumer promotion from trade promotion.
As a Sales Manager, what criteria you would consider for effective implementation and management of these promotions. Explain with a suitable example.
Communication for social issues is just like communication for brands. Discuss the above statement with two relevant examples.
4. Write short notes on any three of the following:
Legal issues in advertising.
Television as a reminder medium.
Communication process.
Organising services sales promotions.
Agency positioning.
5. Read the case given below and answer the questions given at the end of the case
World's second largest fashion retailer H and H has opened its first of its three stores in Delhi which also coincides with the commencement of its Indian operations. The company is well poised and has exciting plans to open another thirty stores by 2020 in strategic locations targeting the youth and the young urban professionals as the merchandise is designed and positioned at these two significant market segments.
Globally, the H and H brand is known for its quality, fashion and sustainable products offered at the best prices. Thus the USP of the brand lies in its pricing strategy, quality and uncommon designs.
It was found from research and consumer insights that celebrity endorsement is rampant and remarkable in the Indian scenario where the young customer tend to connect with the celebrity endorsing the brand especially in categories like apparels and wellness products. In the light of aforementioned market information, the CEO, is of the opinion that the fashion brand deserves a celebrity to push and promote the merchandise for the next three years.
Questions:
What are the major reasons for the growing trend of using celebrity advertising in the Indian scenario? Identify and select a suitable celebrity as the brand ambassador and justify your selection.
What media mix would you recommend for brand targeted at young urban customer Justify your answer by giving suitable example.
Suggest a suitable message design and message development strategy for H and H brand.
Discuss the consumer behaviour variables that are relevant in the development of Marketing Communication in the Promotion of the following
Account opening with a Bank.
Buying a property (Housel flat).
What is promotional budgeting? Discuss the issues and techniques for determining promotional budgets by taking a suitable example.
Why it becomes necessary for a firm to measure the advertising effectiveness? Discuss the methods used in measurement of advertising effectiveness.
Distinguish consumer promotion from trade promotion.
As a Sales Manager, what criteria you would consider for effective implementation and management of these promotions. Explain with a suitable example.
Communication for social issues is just like communication for brands. Discuss the above statement with two relevant examples.
4. Write short notes on any three of the following:
Legal issues in advertising.
Television as a reminder medium.
Communication process.
Organising services sales promotions.
Agency positioning.
5. Read the case given below and answer the questions given at the end of the case
World's second largest fashion retailer H and H has opened its first of its three stores in Delhi which also coincides with the commencement of its Indian operations. The company is well poised and has exciting plans to open another thirty stores by 2020 in strategic locations targeting the youth and the young urban professionals as the merchandise is designed and positioned at these two significant market segments.
Globally, the H and H brand is known for its quality, fashion and sustainable products offered at the best prices. Thus the USP of the brand lies in its pricing strategy, quality and uncommon designs.
It was found from research and consumer insights that celebrity endorsement is rampant and remarkable in the Indian scenario where the young customer tend to connect with the celebrity endorsing the brand especially in categories like apparels and wellness products. In the light of aforementioned market information, the CEO, is of the opinion that the fashion brand deserves a celebrity to push and promote the merchandise for the next three years.
Questions:
What are the major reasons for the growing trend of using celebrity advertising in the Indian scenario? Identify and select a suitable celebrity as the brand ambassador and justify your selection.
What media mix would you recommend for brand targeted at young urban customer Justify your answer by giving suitable example.
Suggest a suitable message design and message development strategy for H and H brand.
Other Question Papers
Departments
- Centre for Corporate Education, Training & Consultancy (CCETC)
- Centre for Corporate Education, Training & Consultancy (CCETC)
- National Centre for Disability Studies (NCDS)
- School of Agriculture (SOA)
- School of Computer and Information Sciences (SOCIS)
- School of Continuing Education (SOCE)
- School of Education (SOE)
- School of Engineering & Technology (SOET)
- School of Extension and Development Studies (SOEDS)
- School of Foreign Languages (SOFL)
- School of Gender Development Studies(SOGDS)
- School of Health Science (SOHS)
- School of Humanities (SOH)
- School of Interdisciplinary and Trans-Disciplinary Studies (SOITDS)
- School of Journalism and New Media Studies (SOJNMS)
- School of Law (SOL)
- School of Management Studies (SOMS)
- School of Performing Arts and Visual Arts (SOPVA)
- School of Performing Arts and Visual Arts(SOPVA)
- School of Sciences (SOS)
- School of Social Sciences (SOSS)
- School of Social Work (SOSW)
- School of Tourism & Hospitality Service Sectoral SOMS (SOTHSM)
- School of Tourism &Hospitality Service Sectoral SOMS (SOTHSSM)
- School of Translation Studies and Training (SOTST)
- School of Vocational Education and Training (SOVET)
- Staff Training & Research in Distance Education (STRIDE)
Subjects
- Accounting and Finance for Managers
- Advanced Strategic Management
- Bank Financial Management
- Capital Investment and Financing Decisions
- Consumer Behaviour
- Economic and Social Environment
- Electronic Banking and IT in Banks
- Employment Relations
- Ethics And Corporate Governance In Banks
- Human Resource Development
- Human Resource Planning
- Information Systems for Managers
- International Banking Management
- International Business
- International Financial Management
- International Human Resource Management
- International Marketing
- Labour Laws
- Logistics and Supply Chain Management
- Maintenance Management
- Management Control Systems
- Management Functions and Behaviour
- Management of Financial Services
- Management of Human Resources
- Management of Information Systems
- Management of Machines and Materials
- Management of Marketing Communication and Advertising
- Management of New and Small Enterprises
- Management of Public Enterprises
- Management of R&D and Innovation
- Managerial Economics
- Managing Change in Organisations
- Marketing for Managers
- Marketing of Financial Services
- Marketing of Services
- Marketing Research
- Materials Management
- Operations Research
- Organisational Dynamics
- Organizational Design, Development and Change
- Product Management
- Production/Operations Management
- Project Management
- Quantitative Analysis for Managerial Applications
- Research Methodology for Management Decisions
- Retail Management
- Risk Management In Banks
- Rural Marketing
- Sales Management
- Security Analysis and Portfolio Management
- Social Processes and Behavioural Issues
- Strategic Management
- Technology Management
- Total Quality Management
- Wage and Salary Administration
- Working Capital Management