SECTION – A 1.(a)Discuss the concept of Integrated Marketing Communication as a tool for market development strategies. (b)What is media buying ? How would an advertiser know his return on media investment ? 2.(a)”Advertising research can provide guidance, but cannot guarantee success”. Substantiate. (b)What creative considerations would you recommend while planning for an advertising campaign [...]

SECTION – A 1. (a) Different people buy same products / Brands for different motives. Discuss the above statement and identify the possible buying motives of a young professional for club membership. (b) Explain the relationship between “Message design” and “positioning”. 2. What criteria would you adopt for measuring the ad-effectiveness of the following ? [...]

1. (a) Explain the concepts of frequency reach, effective reach frequency and continuity. (b) What are the media considerations to be taken into account for promotion of an online-matrimonial site ? 2. (a) Discuss the integrated marketing communication and its implications for advertising. (b) What are the most common techniques that creative thinkers use to [...]