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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]