Critically appraise Lavidge and Steiner’s model of the advertising process and highlight the practical limitations of advertising models.

Critically appraise Lavidge and Steiner’s model of the advertising process and highlight the practical limitations of advertising models.

CAMPAIGN PLANNING & CONTROL

Instructions to candidates:

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)

b) Answer any FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

1. Critically appraise Lavidge and Steiner’s model of the advertising process and highlight the practical limitations of advertising models. [20]

2. Explain what you understand by the term Integrated Marketing Communications (IMC) and

summarise the reasons for the growing importance of IMC. [20]

3. Discuss the importance of effective branding and describe the value of advertising in establishing a brand’s positioning and reputation in the market. [20]

4. Discuss the following methods of setting the advertising budget:

a) Marginal analysis method

b) Percentage of sales method

c) Competitive expenditure method [20]

5. One of your clients has asked you to explain the following marketing communication terms to members of his staff. What information would you include in your explanations?

a) Advertising pre-testing

b) Advertising recall

c) Reminder advertising [20]

6. Identify the main regulations relating to advertising campaigns and explain the key ethical issues to be considered when advertising to children. [20]

7. Write notes on THREE of the following:

a) Rational appeals

b) Emotional appeals

c) Celebrity advertising

d) The Internet as an advertising medium [20]

8. Discuss the structure of a typical full service advertising agency and describe the key activities of

EACH key function identified. [20]


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