1 a) How does communication differ from marketing communication?
What marketing communication tools would you recommend for the
following.
i.) Launch of new software package.
ii.) An established small car which is facing competition.
b) What media mix would you recommend for a product targeted
at rural youth? Justify your answer with suitable examples.
2 a) What do you understand by the decision-making framework
of promotional strategy? What are its components and stages?
b) Message design and message development are core components
of any advertisement. Explain their significance and relevance
with suitable examples.
3 a) Under what market conditions are sales promotions recommended?
Explain.
b) Suggest suitable Sales Promotions schemes for the following.
i) DTH (Direct to Home) Satellite Television such as Tata sky
or Dish TV.
ii.) Multibrand retail outlet loosing sales to small retailers.
4 a) Discuss the role and functions of a full service advertising
agency.vis-a-vis an advertising agency which is only booking
classified advertisements.
b) Client agency relationships are crucial and complimentary.
Discuss.