2008 FINAL YEAR EXAMINATION PAPER

BM3338 INTEGRATED MARKETING COMMUNICATIONS

ASTON UNIVERSITY

BSc with Honours in Business and Management

BSc with Honours in International Business and Management
BSc with Honours in Marketing

2008 FINAL YEAR EXAMINATION

BM3338 INTEGRATED MARKETING COMMUNICATIONS

Friday 11th January 2008 14:00hrs

2 HOURS

CLOSED BOOK

Answer THREE questions

All questions carry equal marks

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2008 FINAL YEAR EXAMINATION PAPER
BM3338 INTEGRATED MARKETING COMMUNICATIONS

Please answer THREE questions

1. Identify and define the five stages of cognitive decision-making. Define

“attitudes” and their four key functions and discuss their influence on
decisions.

2. Identify and define the four main elements of the communication loop.
Discuss the different codes that can be used to convey messages, using
examples to illustrate your answers.

3. What are the key roles of the agency in IMC? Discuss the five different
forms of IMC organisational structure.

4. Compare and contrast advertising and sales promotion as two major tools
of IMC. How can managers integrate them to achieve different objectives
at different stages of the IMC campaign? Illustrate your answer with
examples, using any hierarchy-of-effects model.

5. What are the advantages of using e-media for marketing

communications? Identify a web site of your choice and evaluate its
performance against the “winning factors”.

6. What are the ethical issues in marketing communications and how can
these be dealt with by managers? Support your answer with relevant
examples.

END OF PAPER

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