SUMMER EXAMINATIONS - YEAR

SEMESTER I EXAMINATION 2013Academic Year 2013/14

Bachelor of Science (Singapore) BSc41 Part TimeMKT3004SMarketing CommunicationsProfessor John BensonProfessor Mary LambkinDr. Markus Vanharanta*Time Allowed: 3 hoursInstructions for Candidates

Please answer three (3) questions.

All questions carry equal marks.

Question 1

You are an Account Executive at an advertising agency. Critically examine why your customers should consider taking an IMC perspective in their advertising campaigns. How is integrated marketing communications different in comparison to traditional advertising campaigns?Question 2 Discuss why it is so difficult to establish a relationship between advertising and sales? Critically examine how you could measure the effectiveness of an advertising campaign overcoming some of these problems?

Question 3 Discuss the advantages and limitations of magazines as part of an advertisers integrated communications strategy. Provide examples.

Question 4

Examine different creative techniques to develop the big idea for an advertising campaign. Identify key differences between David Ogilvys and Leo Burnetts perspectives. Provide examples of ads using these perspectives.

Question 5Critically discuss the statement: Advertising has been harmful to Singapore.

Question 6Discuss how marketing communications can benefit from the s-shaped response curve and concave-downward model. Provide examples of type of products that might follow each of these response curves.

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