Discuss the role of public relations within the promotional mix and explain the support public relations can provide to an organisation’s advertising efforts

Discuss the role of public relations within the promotional mix and explain the support public relations can provide to an organisation’s advertising efforts

ADVERTISING

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. Discuss the role of public relations within the promotional mix and explain the support public relations

 Can provide to an organisation’s advertising efforts.

[20]

2. Distinguish between legal and voluntary controls used to regulate advertising in a country of your choice

 and highlight the importance of these controls in protecting the interests of modern societies.

[20]

3. You have been asked to explain the following advertising terms to a group of marketing students. What information would you include in your explanations?

a) Business to business advertising

b) Recruitment advertising

c) Financial advertising

[20]

4. Critically appraise the importance of press media and identify the advantages and limitations of press

Advertising.

[20]

5. Explain what you understand by the term retail advertising and summarise its purpose within the

Promotional mix.

[20]

6. Television advertising attracts a significant investment by marketing organisations worldwide. Discuss the main advantages associated with television advertising and explain some of the major weaknesses

Of the medium.

[20]

7. Write notes on THREE of the following:

a) Sales literature

b) Self-liquidating offers

c) Cross-couponing offers

d) Point of sale display materials

[20]

8. Describe the key elements that must be considered in order to develop an effective advertising copy

And provide examples to support your recommendations.

[20]


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