1 a) What role does marketing communication play in a situation where consumers buy a product spontaneously? Give suitable examples
b) What are the steps of developing a promotional strategy?
2 a) Discuss the relationship between “Message Design” and the “Marketing Objectives.”
b) “Advertising research can provide guidance, but cannot guarantee success. Discuss the statement by taking two examples of the recent past to prove the above statement.
3 a) What do you understand by the term Direct Marketing? Discuss its importance and scope in the Indian context. What are the benefits that firms derive by adopting this method for marketing communication
b) Suggest the type of media that might be most appropriate for the following. Justify your answer.
(i) Small car “Nano” from Tata Motors
(ii) Soft Drink Concentrate
(iii) Tourism promotion
4 a) What is the role of an Advertising Agency in modern day marketing scenario?
b) Discuss the 5W approach to communication model with suitable examples. Why and how ethics are important in a country like India? Substantiate