Advertising Question Paper

Advertising

Course:Postgraduate Diploma In Management Of Non-Profit Organisations

Institution: Carlile College question papers

Exam Year:2009

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. Summarise the information you would expect a client to submit to an advertising agency as part of the client
brief. [20]

2. Explain what you understand by the term integrated marketing communications and highlight the role of advertising within it. [20]

3. You have been asked to advise one of your clients on the factors which can contribute to the development of an effective advertisement. What information would you include in your presentation? [20]

4. Discuss the value of effective market segmentation to advertising planning. Use examples to support your recommendations. [20]

5. How can consumer sales promotions techniques support the advertising efforts of commercial organisations during the launch of a new product? [20]

6. Highlight the main advantages and limitations of using television, radio and national newspapers as the main advertising media for overseas holidays. [20]

7. Write notes on THREE of the following:
a) Message content
b) Brand image
c) Trade fairs
d) Media independents [20]

8. What is the importance of sponsorship within a company’s promotional mix? [20]

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