SUBJECTS : MARKETING COMMUNICATIONS

DATE : 21 MARCH 2001 (WEDNESDAY)

TIME : 6.30PM to 9.30PM

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INSTRUCTIONS TO CANDIDATES

1.     The duration for this examination is THREE (3) hours.

2.     This examination paper consists of THREE (3) sections. An answer sheet is also attached.

        SECTION A (10 Marks)

        Section A has TEN (10) multiple choice questions worth one mark each. Answer ALL questions by

        circling your answers on the answer sheet provided. Remove this answer sheet and attach it to your

        Answer Book. No deductions will be made for incorrect answers or non-responses.

        SECTION B (30 Marks)

        Section B has THREE (3) questions, each worth 10 marks. Answer ALL questions in the answer book

        provided.

        SECTION C (60 Marks)

        Section C has SIX (6) questions. Answer any THREE (3) questions in this section in the answer book

        provided. Each question carries 20 marks each.

 

3.     Please write your Examination Registration Number on all examination materials handed in. Do not

        write your name.

4.     Total number of pages (including this page) :    7

Answer ALL TEN (10) Multiple Choice statements in this section. Circle your responses on the

answer sheet provided. Each correct answer is worth 1 mark. No deductions will be made for

incorrect answers or non-responses. Remove the answer sheet and attach it to the Answer Book.

1.    What is the key value of branding?

        a. makes the product distinctive

        b. makes the price insignificant

        c. creates an image

        d. prevents product theft

        e. all of the above

2.    What are the major parts of the advertising strategy document or creative brief ?

        a. marketing objective, target audience, the promise

        b. advertising objective, marketing objective, target audience, the promise, creative strategy

        c. marketing research, market objective, advertising objective, target audience, the promise

        d. marketing objective, the product, target audience, the promise, brand personality

        e. marketing research, market objective, target audience, the promise, brand personality

 

3.    Getting attention involves more than just attracting the notice of the viewer. To nail down consumers'

       attention while they are in the scanning mode, an ad needs:

 

        a. pulling power.

        b. locking power.

        c. stopping power.

        d. creativity.

        e. all of the above

4.    The idea of accumulating a reservoir of goodwill and good impressions is called:

        a. brand loyalty.

        b. brand equity.

        c. brand promise.

        d. public relations.

        e. brand image.

5.    Which of the media planning "yardsticks" measures efficiency?

        a. gross impressions

        b. effective frequency

        c. gross rating point

        d. cost per thousand

        e. reach

6.    What are magazines which are directed to retailers, wholesalers, and other distributors called?

        a. people magazines

        b. vertical magazines

        c. distribution magazines

        d. horizontal magazines

        e. trade papers/magazines

 

7.    The advantage of radio in which words, sound effects, music and tonality enable listeners to create their

       own picture of what is happening is called:

 

        a. dramatic effect.

        b. mental imagery.

        c. creative input.

        d. attentiveness.

        e. impact.

 

8.    A sales promotion display designed by the manufacturer and distributed to retailers in order to promote

       a particular brand or line of products is called a:

 

        a. point-of-purchase display.

        b. push display.

        c. dealer display.

        d. trade display.

        e. store display.

9.    What is the primary advantage of telemarketing as a direct-response approach?

        a. personal

        b. flexibility

        c. visualization

        d. cost

        e. acceptance

10.   Which of the following is a problem marketers face as a result of the growth of the Internet?

        a. Web-sites which criticize companies

        b. rapid and powerful spread of crisis issues

        c. effective marketing on the Internet

        d. legal liability for Internet-based activities

        e. all of the above

SECTION B (30 marks)

There are THREE (3) questions in this section. Answer ALL questions in this section in the answer

book provided. Each question carries 10 marks.

 

QUESTION 1

What are the advantages and disadvantages of television as an advertising medium?

QUESTION 2

Discuss the basic principles of designing attractive and effective print advertisements.

QUESTION 3

Are sales promotions able to reverse a brand’s sales decline in many Asian markets and stimulate improved

performance from the company's sales force?

SECTION C ( 60 marks)

Answer any THREE (3) out of SIX (6) questions. Each question carries 20 marks.

QUESTION 1

Over the 1990s there was spectacular growth of transborder satellite television in the Asia-Pacific region.

The pioneer Star TV claimed to be viewed by an upmarket segment from Japan to Egypt and produced

audience penetration figures of over 50 million. Yet it failed to attract significant advertising revenue as a

pan-Asian medium with largely global programmes in English. Why were Asia-Pacific advertisers initially

unresponsive to Star TV? What programming strategy would you recommend to a new entrant into the

Asia-Pacific transborder television market in order to attract advertisers?

QUESTION 2

You are the owner of a cafeteria at the local university in an Asia-Pacific city. A rumour is circulating among

the university students that your head cook is allegedly suffering from AIDS. As a result your business is

declining. What would you do to monitor and assess the impact of this rumour? How would you seek to

control its spread and manage adverse effects?

QUESTION 3

You are head of a small marketing communications firm in a developing country in Asia and among your

clients are a number of manufacturers of convenience goods such as bathing soaps, toothpaste, instant

noodles, canned meats, insect sprays, soft-drinks and snacks who have used advertising effectively to reach

the urban population. They are convinced that there is largely untapped market of rural and tribal people

beyond the reach of the limited mass media such as newspapers, radio and television. You are aware that

there is a tradition of entertainment by travelling drama and musical troupes in those areas of the country.

How might you use a similar troupe for direct marketing to such geographically remote market segments?

What reservations would you have about recommending the use of such troupes thus to your clients?

As the Asia-Pacific region develops economically, it is increasingly common to see global brands and their

advertising campaigns. Some of these are adapted to the region while others are strictly global. Yet at the

same time a few national brands in Asia are seeking to become regional, even global. In what ways can

global/regional brands and advertising campaigns benefit a marketer? When creating or adapting global or

national advertising for Asia-Pacific markets what issues must art directors and copywriters take into

account?

QUESTION 5

Ms. Chan has just begun a new job as a media planner at an advertising agency in an Asia-Pacific country

(such as yours) for Sony. The agency has been asked to prepare a media plan for a new television model to

be launched in 3 months. What sources of data and information would Ms. Chan be able to obtain for her

preparation? How should she use these sources in the planning function?

QUESTION 6

Criticisms of advertising and other promotion tools are commonplace in any society and are particularly

prevalent among political leaders, intellectuals and artists. What are some of these criticisms in the context

of developing countries in Asia? Can the economic role of marketing communications be justified given its

apparent adverse social effects?

*** END OF PAPER***

ANSWER SHEET FOR SECTION A

CIRCLE your answers below. Remove this answer sheet and attach it to your Answer Book. Please write your examination registration

number. Do not write your name.

Examination Registration Number: ________________________________

1.        a.                                 b.                             c.                                 d.

 

2.        a.                                 b.                             c.                                 d.

3.        a.                                 b.                             c.                                 d.

4.        a.                                 b.                             c.                                 d.

5.        a.                                 b.                             c.                                 d.

6.        a.                                 b.                             c.                                 d.

7.        a.                                 b.                             c.                                 d.

8.        a.                                 b.                             c.                                 d.

9.        a.                                 b.                             c.                                 d.

10.      a.                                 b.                             c.                                 d.