For all questions, you must briefly identify and describe the organisation, the existing product or service, and the market in enough detail for the marker to assess the appropriateness of your answer. Your region could be your local region, state, country or region of the world. You are therefore advised to specify which one you refer to in relevant answers and align your answers accordingly.
Question 1:
You are the marketing manager for a brand of laundry detergent, ‘Sparkle’, in a country you are familiar with. Management is proposing to launch a large campaign to introduce the product into a new region. One of your key responsibilities is developing and implementing the media plan for the product.
Within this context, develop a brief media plan for Sparkle for the new region. For each stage of the media plan’s implementation justify your decisions by discussing the alignment between Sparkle and its intended market.
Question 2:
You are the Executive Director of an advertising agency which has won a contract to design an advertisement for an anti-smoking campaign.
a) Analyse the appropriateness of each of the four traditional response hierarchy models for a campaign to encourage people to stop smoking.
b) Following the analysis, recommend which response hierarchy model you consider to be the most appropriate for the campaign. Justify your answer.
Question 3:
The introduction of the internet has expanded the range of tools used in direct marketing campaigns. For an organisation which you are familiar with:
a) Evaluate the appropriateness of the traditional direct marketing tools and internet¬based direct marketing tools that the organisation uses for its campaigns.
b) Which direct marketing tools (traditional or internet-based) would you recommend to the marketing manager for future campaigns? Justify your answer.
Question 4:
a) Provide a detailed discussion about the way in which you could implement the Defining Advertising Goals for Measured Advertising Results (DAGMAR) approach to setting objectives for a product of your choice at an organisation with which you are familiar. Critically evaluate the steps you may take to avoid or minimise the possible disadvantages attributed to the DAGMAR approach.
b) Using the organisation you selected in your answer to part (a) of this question, critically analyse which one of ‘sales objectives’ and ‘communications objectives’ is more appropriate to attain organisational objectives.
Question 5:
You are the marketing manager of a company providing consumer products. You have decided to launch a new consumer product in your local market.
Discuss how you would implement the different steps involved in developing an Integrated Marketing Communications plan for the selected product. Choose two specific marketing communication tools you could consider in the promotional mix to ensure the success of your promotional campaign. Critically justify your selections.
You must describe the product and the organisation in sufficient detail for the assessor to evaluate the appropriateness of your answer.
Question 6:
a) You are the National Sales Manager for a company in an industry with which you are familiar. You want to evaluate how your sales staff uses communication tools in a particular territory or marketing channel. Discuss how you would conduct this evaluation and include the detailed steps you would undertake. Also, identify which criteria you would use to achieve your goals and provide justifications for the criteria you would use in this exercise.
b) Analyse how personal selling can be combined with other elements in your Integrated
Marketing Communications (IMC) strategy. Propose two combinations that can prove to be successful. Justify your answer.
