MS-68 Test Paper - Management of Marketing Communication and Advertising

MBA - Master of Business Administration

Note: This paper consists of two sections A and B. Attempt any three questions from Section A. Section B is compulsory. All questions carry equal marks.

1. (a) Discuss the scope of mass media as a vehicle for marketing communication. In the context of media habits of Indian audience comment upon the relative importance of newer media.

(b) In what situations is print medium more appropriate and why? What distinct benefits do advertisers derive by using this medium in alignment of their communication objectives?

2. (a) Suggest message strategies and order of presentation suitable for promotion of the following:
(i) Iodized salt
(ii) BSNL services

(b)How do creative associations affect a brand/product image? Pick up any two creative associations in the recent past, which appealed to you personally and explain why.

3. (a) If television is to be used as a medium for expanding the market for Gillette range of shaving blades, what kind of TV channels would you select and why? Which other media would you recommended for achieving the above objective?

(b) Identify and justify the media you would recommend for promotion of
(i) Herbal toothpaste
(ii) Eye donation campaign
Give reasons.

4. (a) Enumerate and explain the distinct characteristics of direct marketing. How would the seller and buyer benefit from direct marketing?

(b)What are the pros and cons of creating an in–house advertising department vis-à-vis hiring the services of an external agency?

5. Write short notes on any three of the following:
(a) Rural media scene
(b) Headline
(c) Media Planning
(d) Social Marketing vs. Brand Advertising
(e) Objectives and functions of Advertising Agencies

SECTION - B

Read the following case carefully and answer the questions given at the end :

Rasna was first launched under the brand name ‘Jaffe’ in 1976, then relaunched as ‘Rasna’ in 1979, it failed to make any significant impact on the market. At that point of time ‘soft drink concentrate ‘ was a little–known concept in India. To most people, soft drink meant aerated drinks marketed in bottles and consumed mostly outdoors. Branded soft drinks consumed at home were made from squashes and syrups.

The non – aerated soft drink market in India in the early 1980s was estimated at Rs. 130 million. Kissan, Roohafza, and Dippy’s were the major brands of squashes and syrups dominating the market. They accounted for about 74 percent share of the non–aerated drink market.

In 1983, the manufacturer Pioma Industries took over marketing and distribution from Voltas and shifted the account to Mudra Communications (Ahmedabad) which was not considered a top–notch agency at that time. Preliminary investigations by the agency suggested that consumer awareness for the Rasna Brand name was conducted by the agency to judge the awareness level and understand consumer perceptions about brand, ascertaining the areas of dissatisfaction, if any. The agency also wanted to know consumer opinion on Rasna after trying out the brand for a new days.

Research threw up valuable information. It was found that aerated soft drinks were perceived as costly and were not recommended for children. Squashes and syrups were also costly and had limited range of flavours. Home–made sherbets, besides being inconvenient to prepare, fell short of consumer expectation in taste and aesthetics. On trying Rasna, there was near unanimity in favour of its taste and ease of preparation. The brand was therefore positioned on the features of ‘taste’ and ‘convenience’. It was also felt that the brand had not been very successful in the past mainly because of ineffective advertising.

The strategy therefore focussed on reawakening consumer interest in the brand and persuading them to try it at least once. Housewives in the age group of 20 plus and with household monthly income of Rs. 750 and more were targeted for the ad campaign. Children are usually the major influence in the purchase of eatables and beverages. The child route was therefore taken to promote the brand.

To avoid the product being perceived as expensive, a decision was taken to highlight economy without mentioning price. This helped in building a better image for the brand. Press and cinema were identified as the principal media for advertising. In 1984, it was decided to use television as the main medium for advertising because the television network in the country was rapidly expanding after the Asian Games. Two 30–second commercials a day on Doordarshan turned out to be so effective that within one year, the consumer offtake shot up from Rs. 14.4 million in 1983 to Rs. 31.8 million in 1984. By the mid 1980s Rasna became a household brand name in India.

A research study conducted at the end of the summer of 1984 revealed that the spontaneous recall rate for the Rasna brand name amongst the target group was 80 per cent. Its share in the non–aerated drinks market increases from 6 per cent in 1982 to 17 per cent in 1984. Between 1983 and 1987 Rasna sponsored every relevant television programme such as Spiderman, Ek do teen char and Contact Quiz to further strengthen the brand equity. By 1987, Rasna captured a 40 per cent share of the total non–aerated soft drank market in the country.

Questions

(i) Ascertain the reasons for the success of Rasna brand.

(ii) Discuss the role played by advertising and communication in building the brand.