Nalanda Open University
Annual Exam-2017
Post Graduate Diploma in Marketing Management (PGDMM)
Paper-VI (Management of Marketing Communication Advertising)

Time: 3.00 Hrs. Full Marks: 80
Answer any Five Questions. All questions carry euqal marks.
1. Describe the characteristics and advantages of direct marketing.
2. What are the advantages of print media and television for a hotel proprietor of
national repute? Discuss.
3. What is meant by marketing communication? Throw light on its importance and
advantages.
4. What is the difference between sales promotion and personal selling? Explain the
situations under which sales promotion schemes and personal selling are more
effective than mass media advertisement.
5. Define innovation and creativity and throw light on their respective features.
6. What do you mean by creative association? Describe various kinds of creative
association with examples.
7. Describe the changes taking place on the horizon of Indian media in recent years.
8. What is meant by public relations? Distinguish between public relations and
advertising.
9. How does promotion differ from marketing communication? Explain elements of
promotion mix.
10. Write shorts notes on any two of the following:
Message Design and positioning
Positioning of Advertising Agency
Social Marketing Communication