Course Code : MMPM-007
Course Title : Integrated Marketing Communication
Assignment Code : MMPM-007/TMA/January/2024
Coverage : All Blocks
Note: Attempt all the questions and submit to the coordinator of your study centre. Last
date of submission for January 2024 session is 30th April, 2024 and for July 2024
session is 31st October, 2024.
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
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
b) Highlight and explain briefly the various legal issues that are faced by marketing manager
involved in integrated marketing communication function