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MANAGEMENT PROGRAMME (MP) Term-End Examination 00 June, 2015 MS-68 : MANAGEMENT OF MARKETING  1. Briefly discuss the key behavioural concepts that are relevant in the conception and development of suitable communication plan in the following situations :

 (a) On-line Management Program

 (b) Chain of Fast Food Joints

 2. (a) Why is Message design and development of Vital importance in every advertising campaign planning across product categories ? Explain with two suitable examples of your choice.

 (b) Briefly explain the various methods used to conduct advertising effectiveness research. MS-68 1 P.T.O. 3. (a) What are the various types of media available to the Indian Advertisers ? Discuss. (b) Why is media selection process considered as a crucial task ? Elaborate. 4. Write short notes on any three of the following :

December, 2009

Ms-68 : Management Of Marketing

SECTION – A

1. (a) What are the stages involved in Promotional Planning and Strategy ? Explain the same by taking an example of a product of your choice.

June, 2010

Ms-68 : Management of Marketing Communication and Advertising

SECTION – A

1(a) Explain the concepts of frequency reach, effective reach frequency and continuity.

June, 2011

MS-68 : Management of Marketing Communication and Advertising

SECTION – A

1.  (a) Different people buy same products / Brands for different motives. Discuss the above statement and identify the possible buying motives of a young professional for club membership.

December, 2011

Ms-68 : Management  of Marketing Communication and Advertising

SECTION - A

1.(a) Discuss the concept of Integrated Marketing Communication as a tool for market development strategies.

December, 2012

Ms-68 : Management of Marketing Communication and Advertising

SECTION – A

1.  (a)  Explain the various sources of misunderstanding that may thwart the process of marketing communication, giving suitable examples.

(b)  In what ways the advertisers make use of consumer learning concepts ?

June, 2013

MS-68: Management of Marketing Communication and Advertising

SECTION – A

1. (a) Explain some of the important learning theory concepts of relevance to advertisers.

(b) Discuss the Ethical Issues in Advertising giving suitable examples.