Integrated Marketing Communication-1st-2016-NMIMS

Integrated Marketing Communication-1st-2016-NMIMS
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Q1. Explain various types of Out of Home (OOH) Media with examples. Explain minimum two example of each OOH Media. Also, give example of failure of OOH Media by companies. Explain your example in detail. (10 Marks)
Q2.Prepare a Keller’s Brand Equity Pyramid for a product from Consumer Durables. (10 Marks)
Q3. M/s Clean is launching a handwash with a name “No Germs”. The company plans to target Urban Market as well as Rural Market. The company plans to position its product on lower middle and poor class. The price is below the competitor’s pricing so that a common man can afford hygiene at lower cost. The company is using penetration strategy. M/s Clean appoints you as a Country Head and asks you to prepare the presentation on below questions.
a) Which media channels you will use for the promotion of “No Germs” in Urban Market? (5 Marks)
b) Which media channels you will use for the promotion of “No Germs” in Rural Market? (5 Marks)
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