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 :
