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 MANAGEMENT PROGRAMME (MP)
Term-End Examination
December, 2016

MS-68 : MANAGEMENT OF MARKETING
COMMUNICATION AND ADVERTISING
Time : 3 hours Maximum Marks : 100
(Weightage 70%)
Note : (i) Answer any three questions from Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.
SECTION - A
1. (a) What is Marketing Communication Process ? Explain the various sources of
misunderstanding that may obstruct the process.
(b) How do strategies and client focus vary according to the type of client and size of
the agency ? Discuss.
2. (a) Distinguish between communication strategy and promotional strategy.
(b) Discuss the various elements in the planning process of promotional strategy taking the
example of any consumer durable product
of your choice.
.
3. (a) Briefly explain the various marketing communication forms with suitable examples. (b) What are the characteristics of Direct marketing that distinguishes it from other promotional methods ? Explain with suitable illustration.
4. Write short notes on any three of the following : (a) Radio Vs Television as advertising medium (b) Creative Associations (c) Elements of media strategy (d) P. R in marketing (e) Agency Positioning