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MS-68 Solved Assignment

MS-68 Solved Assignment

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  • Version: 2020 July - Dec

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Soft Copy: Yes
Downloadable File: Yes
University: IGNOU
Course: Master of Business Administration

Q&A of Mba MS-68 Solved Assignment 2020 - Management of Marketing Communication & Advertising

Q. a) What is marketing communication? Discuss the importance of marketing communication process between the marketer and the consumer. Take any example that you are familiar with and explain the communication process.


b) What are the behavioral variables that are significant in designing and delivering advertising communication? Discuss

Answer. .....

Q. a) Pickup and identify any product/ brand in the recent past of your choice and examine the possible planning framework of promotional strategy ( you can make assumptions)

Q. (b) Explain the concept of creativity in advertising. Discuss with suitable examples the various types of creative associations used in advertising.


Q. a) What is media planning? Explain the characteristics of each of the advertising medium with their advantages and limitations.

Q. (b) Explain the importance of sales promotions in a FMCG company with Pan India operations. Distinguish consumer promotions from trade promotions with suitable illustrations.

Q. (a) Why public relations are important in marketing function? Discuss the ways in which public relations can enhance the impact of advertising.

(b) What is an advertising agency? Explain the structure of an advertising agency? Discuss the role and functions of advertising agency in offering their services to their client.

Product Details: Mba MS-68 Solved Assignment 2020

Course: Ignou MBA (Master of Business Administration)
Session: July - Dec 2020
Subject: Management of Marketing Communication & Advertising

Old Sample Answers of Mba Ignou MS-68 Assignments

Q. What is marketing communication?
Answer. Marketing communications are messages and related media used to communicate with a market................ Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the........ When we talk about marketing communications, we need to firstly consider the classic hierarchy-of-effects (HOE) model..... The model is widely-used to explain consumer decision making process...... The classic traditional hierarchy framework asserts that a consumer goes through a three-stage process: cognitive, which refers to the awareness or learning something new; affective, when they develop feeling, interest or desire; and finally behavioural, when the customer takes action....... There are so many different HOE models in marketing literature but the most cited is the one that was initially developed by Lavidge and Steiner (1961) who stated that advertising effects occur over a period of time and in specific stages..... Traditional marketing communication is mostly one way information flow from the companies to the customers. Advertising agencies usually plan, create and implement advertising campaigns or other forms of promotion for their clients. The clients dictate their objectives and usually have a role in shaping the campaign. However, the creative work is left up to the agencies....... Now, with online media such as blogs, companies can interact directly with customers in their corporate blogs or by providing incentives for bloggers to review or write about their products and services......... Marketing communications are intended to both inform and persuade a target audience, with a view to influencing the behaviour of that group.......

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