1. (a) What are the major objectives of Marketing Communication? Discuss with two suitable examples the role and its implication in the promotion of a firms Product or Service offering.

(b) What do you understand by Creative Association? Explain the various kinds of creative associations in the following situation

i) Home Appliance targeted at working women.

ii) Automatic variant of small car targeted at young urban professional.

2. (a) What are the various techniques to allocate promotions budget? Which technique would you suggest to the following and why?

i) An established consumer durable company re launching an improved food processor in the market.

ii) An FMCG firm adding a new fragrance to the existing range of premium soaps for women.

(b) Explain the various steps involved in media planning. Discuss how media planning would differ in the following product categories.

i) A toothpaste brand

ii) Washing machine

iii) 150 CC motorcycle brand of your choice

3. (a) What do you understand by the term timing pattern in advertising. What are its benefits and limitations? Suggest and justify timing pattern with reference to.

i) Woolen garments

ii) Lemonade (Lime Juice)

iii) Launch of new smart phone

(b) What are the major reasons for the growth of internet marketing across major cities in India? Elaborate the major advantages and limitation of Internet Marketing.

4. (a) Being considered as a spokesperson of an enterprise bring out the role and responsibilities of a Public Relation Manager of a firm you are associated or familiar with in the promotion and positioning a firm’s image both internal and external to the enterprise.

(b) What is pre-testing and post testing in advertising. Discuss any two methods of your choice.