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