MS 68 JUNE 2015
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 :
(a) Rural Media Scene
(b) One-sided Vs two-sided Message
(c) Effectiveness of Internet advertising
(d) Consumer promotions
(e) Functions of Advertising Agency