2006 FINAL YEAR EXAMINATION PAPER

BM3338 INTEGRATED MARKETING COMMUNICATIONS

ASTON UNIVERSITY

BSc with Honours in Business and Management

BSc with Honours in Marketing

2006 FINAL YEAR EXAMINATION

BM3338 INTEGRATED MARKETING COMMUNICATIONS

Friday 5th May 2006 14.00hrs

2 HOURS

CLOSED BOOK

Answer THREE questions

from a choice of six

All questions carry equal marks

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2006 FINAL YEAR EXAMINATION PAPER
BM3338 INTEGRATED MARKETING COMMUNICATIONS

Answer THREE questions

1. Caveat emptor applies in all purchases therefore ethical considerations are

unnecessary when considering marketing communications. Discuss this
statement and use relevant examples to support your discussion.

2. Media strategy and choice is more important than the creative message when
allocating resources for marketing communications. Do you agree with this
statement? Support your answer with relevant examples.

3. In 2005 Honda's advertising tag line is: “The power of dreams" Why do
Honda use this tag line in the marketing communications activity? Your
answer should refer to semiotics.

4. Marketing communications can reduce the perceived risk to a buyer. Describe

the types of risk that might be perceived and illustrate how marketing
communications can be used using examples to support your answer.

5. Analyse how blogging and other internet based communications tools are
changing use of the established media by brands with particular reference it
the roles these tools have in Integrated Marketing Communications planning
for global brands. Support your answer with relevant examples.

6. Describe the RABOSTIC framework and analyse the advantages and

disadvantages of using this linear framework to enhance corporate strategy
through the creation of marketing communications strategies, objectives and
tactics.

END OF PAPER

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