SEMESTER I EXAMINATION 2013

Academic Year 2013/14

Bachelor of Science (Singapore) BSc41 Part Time

MKT3004S
Marketing Communications

Professor John Benson

Professor Mary Lambkin
Dr. Markus Vanharanta*

Time Allowed: 3 hours

Instructions for Candidates

Please answer three (3) questions.
All questions carry equal marks.

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

Question 6
Discuss 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.

oOo

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