IGNOU MMPM-07 - Integrated Marketing communication

1. a) Distinguish and discuss the terms Marketing Communication and Integrated Marketing Communication. Explain their importance in the light of promoting a firm’s product or service offerings. b) Differentiate between advertisement and advertising. Discuss the term advertising campaign and the various steps involved in advertising campaign planning for any model of electric passenger car of your choice. 2. a) As a manager of marketing communication what are the various strategic and creative considerations that you would consider while planning for advertising campaign for a Jewellary brand. Discuss. b) Discuss the term advertising effectiveness. Why it becomes necessary to measure the advertising effectiveness by the marketer? Explain by talking an example of a top end mobile brand of your choice. 3. a) Discuss the role and importance of sales promotion function in the context of integrated marketing communication. Elaborate. b) What is direct marketing? Discuss the factors that are responsible for its growth. Highlight the major advantages and disadvantages of direct marketing. 4. a) Discuss your understanding of media buying. Explain the three types of media available to marketers. b) Highlight and explain briefly the various legal issues that are

1. a) Define Integrated Marketing Communication (IMC). With the help of online resources trace the evolution of IMC and its strategic importance for businesses. b) Select and discuss any two products/brands where the role of IMC has largely contributed to their success stories. 2. a) What is an advertisement? Discuss the steps involved in advertising campaigns planning for the following: i) a mobile brand trying to regain the market share. ii) Launch of a new OTG brand. b) Explain the following terms: i) Advertising campaign planning creative considerations ii) Advertising campaign planning media considerations What is your advice to an adverting manager handling a new range of unisex bathing soaps targeted at young working professionals the creative considerations that he should consider and why? 3. a) Define and explain the term marketing communication mix. What elements constitute marketing communication mix? Briefly discuss each of these elements the role and advantages in promoting a product/service. b) Distinguish publicity and public relation. Discuss the role and their importance in the promotion of a firm product/ services offering with an example. 4. a) What is media? Why it assumes critical importance in the context of IMC? Highlight the major trends in media buying. b) Identify and discuss the various legal issues faced by marketers involved in IMC.