Other Master Degree-Master in Marketing Management (M.M.M) 3rd Sem MARKETING COMMUNICATION(University of Pune, Pune-2013)

                                                [4378]-304
                         M. M. M. ( Semester - III ) Examination - 2013
                                       MARKETING COMMUNICATION
                                            (New 2008 Pattern)

Time : 3 Hours]                                                                     [Max. Marks : 70

Instructions :

(1) Attempt any five questions.

(2) All questions carry equal marks.

 

Q.1) Explain role of Advertising Agency in Advertising Process. Also discuss what factors are considered while choosing the Ad Agency ?

 

Q.2) Discuss Media Selection and Media Buying Process with specific reference to Services Industry.

 

Q.3) “Advertising and Overall Communication Mix plays a vital role in creating Social Awareness and Creating Ethical Environment.” - Comment.

 

Q.4) (A) Difference between Trade Promotion and Sales/Consumer Promotion.

(B) Explain Pull and Push Strategies with the help of suitable examples.

 

Q.5) What do you mean by ‘Marketing Communication’ ? Also discuss a Process of Integrated Marketing Communication.

 

Q.6) “Trend of On-line/Internet Marketing is increasing. However it will not pose immediate threat to the Traditional Advertising.” - Give your views.

 

Q.7) Write short notes : (Any Two)

(a) Public Relations

(b) DAGMAR Approach

(c) Direct Marketing Programs

 

Earning:  ₹ 7.05/-