BM3382 ADVANCED MARKETING COMMUNICATIONS

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QUESTION 1: WORD LIMIT – 750 WORDS

Analyse the factors to be considered when using product placements to build brand equity? Support your answer with relevant theory, research and practical examples.  [50 marks]

END OF SECTION A.

 

SECTION B:

ANSWER ONE (1) OUT OF THE FOUR (4) QUESTIONS PROVIDED.

QUESTION 2: WORD LIMIT – 750 WORDS

Is just finding a good cause enough for an effective cause-related marketing campaign? Explore this question in detail supporting your answer with relevant theory, research and practical examples? [50 marks]

QUESTION 3: WORD LIMIT – 750 WORDS

Critically evaluate the following statement: “Recall is a more appropriate method than recognition in measuring the impact of advertising on a target audience”.

 

[50 marks] QUESTION 4: WORD LIMIT – 750 WORDS

What is the logic behind the elaboration likelihood model and attitude measures of advertising’s effectiveness? Support your answer with relevant theory, research & business examples.[50 marks]

 

QUESTION 5: WORD LIMIT – 750 WORDS

Critically evaluate the following statement: “Strong brands bring about a differential consumer response to marketing activity” (35 marks). How might this apply to marketing communications activity (15 marks)?[50 marks]

END OF SECTION B.

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