2007 FINAL YEAR EXAMINATION PAPER

BM3338 MARKETING COMMUNICATIONS

ASTON UNIVERSITY

BSc with Honours in Business and Management

BSc with Honours in International Business and Management
BSc with Honours in Managerial and Administrative Studies
BSc with Honours in Marketing

2007 FINAL YEAR EXAMINATION

BM3338 MARKETING COMMUNICATIONS

Monday 15th January 2007 09:30hrs

2 HOURS

CLOSED BOOK

Answer THREE questions

All questions carry equal marks

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2007 FINAL YEAR EXAMINATION PAPER
BM3338 MARKETING COMMUNICATIONS

Answer THREE questions

1) Explain why more marketers are recognizing the value of IMC as well
as the benefits of adopting IMC programmes.

2) Discuss what is meant by the phrase ‘think global, act local’ as it

applies to global Integrated Marketing Communications.

3) A sizeable online stock trading company wants to develop an

advertisement with the message theme that the company
understands the needs of individual investors and can design an
investment strategy that meets each investor’s particular needs.
Which type of message strategy should the company choose? Why?

4) In nowadays marketing environment, the percentage of the

promotional budget spent on advertising has been decreasing and the
percentage spent on consumer promotions has been increasing.
Explain the reasons for such a shift in focus (i.e from advertising to
consumer promotions) and comment on potential effects.

5) Critically evaluate the role that the Internet can play in an IMC
programme; and discuss the criteria that can be used to determine if
a website is effective.

6) Discuss what is meant by the phrase ‘the brand speaks with one
voice’. Use a particular brand to illustrate.

END OF PAPER

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