MMPM7 2023 SOLVED ASSIGNMENT

Description

Course Code : MMPM-007
Course Title : Integrated Marketing Communication
Assignment Code : MMPM-007/TMA/January/2023
Coverage : All Blocks
Note: Attempt all the questions and submit to the coordinator of your study centre. Last date of
submission for January 2023 session is 30th April, 2023 and for July 2023 session is
31st October, 2023.
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.