MS-68 Sample Paper - Management of Marketing Communication and Advertising

MBA - Master of Business Administration

Note: This paper consists of two sections A and B. Attempt any three questions from Section A. Section B is compulsory. All questions carry equal marks.

1. Distinguish between marketing objectives and marketing communication objectives. How do they relate to each other with reference to

(i) Consumer product company
(ii) Non profit social organisation

(b) How will an understanding of the consumer attitude towards a brand and its patterns of usage assist the process of marketing communication development? Explain by taking an example.

2. Discuss the steps/stages involved in planning communication strategy. Explain these steps with references to the following:

(i) greeting cards
(ii) chain of retail shops for men’s garments
(iii) CNG filling stations

3. (a) Discuss the inherent creative advantages and disadvantages of the various media options available to the Indian advertiser.

(b) Suggest media selection to advertise a brand like “Parker” in India. You may take into consideration the competitive brands and the kinds of media they use.

4. (a) How would you explain the techniques of direct marketing to a non–profit organisation? What are the advantages and disadvantages compared to other forms of marketing communication?

(b) What roles do publicity and public relations play in creating awareness and educating both the internal and external publics of the firm?

5. Write short notes on any three of the following:

(a) Mass media
(b) Creativity in Advertising
(c) Media Scheduling
(d) Social Marketing in Indian context
(e) Ethics in Advertising

SECTION - B

6. Read the case carefully and answer the questions at the end.

The major interest of Walvin India, in 1997, was to project a strong corporate image so that it might be possible for the company to lay the groundwork for acquiring a strong position in the market place. It was felt that unless and until the company was known it would not be possible for it to take advantage of improved sales and the distribution network, which was in the process of being developed. There was a distinct shift in the emphasis from dependence on government orders to strengthening the distribution network and putting due emphasis on retail selling.

The advertising agency selected by the company was Ogilvy, Benson and Mather Private Limited. An important consideration in the selection was its very comprehensive presentation, which showed amount of interest taken, The experience of the agency personnel was also a major contributory factor in arriving at such a decision. The fact that the agency had considerable experience in industrial products, in marketing segments, which could be similar to those for Walvin India, also favourably influenced the decision.

The advertising agency was given a lot of background material. While the agency would normally use a detailed checklist, this was not found necessary in the case of Walvin India. The management of Walvin India was most forthcoming in providing all information inputs to the agency. There were several films on the product and its applications, which were shown to all concerned agency personnel. All product and other information was provided to the agency and further supplemented with published material on the subject in order to collect material on the application of PVC pipes and their usage in supply of drinking water and irrigation. Any related published material was kept under regular scanning, both by the advertiser and the agency.

The budget for the advertising, to be undertaken 1998, was dictated by the financial constraints of the company at that time. Another important strategic factor, with respect to the launch of the advertising campaign, was the timing. Purchases by farmers are made mostly between October and March and there is a slack period during the summer months. There would be little interest in purchasing products like PVC pipes for purposes of irrigation in the monsoon season.

The campaign had a dual objective as far as the target audience was concerned. While it was necessary to strengthen the promotional effort of the revamped distribution network, policy–makers were not to be ignored. Decisions in respect of large irrigation networks and certainly in the case of providing drinking water facilities would be taken at the level of local self–government. State and Central governments, at times were also involved through funds provided by international agencies such as the World Bank and the UNICEF.

The management of Walvin India was very keen on developing the modus operandi for determining the effectiveness of its first major effort in advertising. Consideration that it was a major decision for the company, the management wanted to be sure of the benefits they would get out of their advertising. Their approach to the whole matter was very cautions and a certain degree of skepticism and uncertainty also existed. The questions of evaluation of the contribution of the advertising agency and of the campaign which it would produce in cooperation with the company were interlined.

The company prepared a note in early October 1997 on the advertising message to be carried by the mass media. It contained guidelines for evolving advertising objectives and creative strategy. It was stated that advertising should draw attention to the outstanding problems, which the Walvin system would help in solving. This point should be brought forth with the support of facts. The theme of the copy should bot be too emotional, At the same time, the sense of complacency among the newspaper readership particularly policy makers should be attacked.

The copy must bring out the contribution the Wavin system can make in providing a proper water supply, especially in rural areas. A large proportion of India’s rural population is exposed to the danger of a variety of diseases. More than half of the diseases are water–borne. The problem gets complicated owing to the staggering impact of poverty. People can hardly afford medieval treatment. Many of them would not have access to medical facilities. Children would be the worst sufferers, being highly prone to diarrhea and diseases. Investments in installing water–supply facilities, ever since India got her independence in 1947, had been highly inadequate. The Waving system provided the advantage of being 20 per cent cheaper than the conventional material.

The other major application of Waving Pipes in irrigation should also be highlighted. It was mentioned that the cess for irrigation water was rather low in India, despite very limited facilities. There was an enormous wastage of water meant for irrigation and almost half of that water could not reach the crops. The benefit of the usage of the Walvin system could be shown in solving the problems of low–efficiency irrigation, reducing wastage of both water and energy as well as conceiving land through proper water management.

The above note was studied by the agency, which was also doing its own homework. In subsequent discussions and meetings held in the latter part of October and early November several issues came up. Clarifications were sought and a consensus regarding the proposed campaign started emerging. It was noted that the company would also like to provide promotional support to its trade outlets, namely dealers in sanitaryware, pumps and conduits. The campaign was being conceived primarily for the press. The inclusion of a coupon in press advertisements, for gauging responses from interested readers, was propsed.

It was also considered desirable to prepare brochures for various applications such as irrigation systems, water supply, tubewells and buildings. These could carry details of the types of Walvin pipes and the corresponding systems and technical specifications. The question of using other media, such as films, puppet shows and sideshows for the rural population, at melas and market days, were also taken up. The preparation of gift items for institutional customers was proposed. The task before the advertising agency was to chalk out a coherent strategic plan of action integrating the various aspects of advertising planning which were covered in the foregoing deliberations. The plan was to be implemented forthwith with the approval of the client so that press advertisements could be ready for release in early 1998 and the preparation of other advertising material could also be commissioned.

Questions

(a) Considering the constraints of both time and budget, should the company have undertaken a detailed exercise on developing advertising strategy? Also comment on the role of the advertising agency in this effort.

(b) To what extent is it desirable to have flexibility in setting advertising objectives? As the account executive of OBM handling Walvin account, how would you go about preparing the overall advertising plan? Also indicate the stages where feedback from the client might be required.