Exam
This question paper consists of ….printed pages, each of which is identified by the
Code Number LUBS5455M
LUBS5455M
UNIVERSITY
OF LEEDS
(Semester 1, 2011/2012)
Examination for the degrees of
MSc International Marketing
Management
and
MA Corporate Communications
& Public Relations
LUBS5455M Marketing
Communications
TIME ALLOWED 3 Hours
Answer 5 questions:
All questions carry equal marks.
.
LUBS5455M
Question 1.
Compare the levels of creativity achieved by the advertisements in Exhibits A and F using
Smith‟s framework. Explain the creative appeals and executional frameworks used and briefly discuss other appeals that could be appropriate.
Question 2.
Each year, the city of Verona in Italy hosts an opera festival throughout the summer. A number of operas, such as Verdi‟s Aida and Puccini‟s Tosca, are performed in the city‟s outdoor arena. Assuming the core target market is aged 40-65 and is of a relatively high disposable income, outline a multi-step direct marketing programme for a specialist holiday company selling all-inclusive packages to the 2012 festival. Use the AIMRITE model to justify your recommendations.
Question 3.
Discuss the “strong” and “weak” theories of how advertising works. Illustrate your answer by referring to the advertisements shown in Exhibits E and G.
Question 4.
In England and Wales, IKEA does not currently sell its products online for home delivery.
Assuming the company now wishes to change this policy, sketch a „wireframe‟ home page for a website designed to sell its range of furniture directly to consumers, describing how your recommended functionality will meet the needs of both Influencers and Functionals.
Briefly discuss at least two ways in which you could use the Internet to drive potential customers to the website.
Question 5.
Discuss the possible reactions of different market segments to the advertisements shown in
Exhibits B and D and their potential to cause
Code Number LUBS5455M
LUBS5455M
UNIVERSITY
OF LEEDS
(Semester 1, 2011/2012)
Examination for the degrees of
MSc International Marketing
Management
and
MA Corporate Communications
& Public Relations
LUBS5455M Marketing
Communications
TIME ALLOWED 3 Hours
Answer 5 questions:
All questions carry equal marks.
.
LUBS5455M
Question 1.
Compare the levels of creativity achieved by the advertisements in Exhibits A and F using
Smith‟s framework. Explain the creative appeals and executional frameworks used and briefly discuss other appeals that could be appropriate.
Question 2.
Each year, the city of Verona in Italy hosts an opera festival throughout the summer. A number of operas, such as Verdi‟s Aida and Puccini‟s Tosca, are performed in the city‟s outdoor arena. Assuming the core target market is aged 40-65 and is of a relatively high disposable income, outline a multi-step direct marketing programme for a specialist holiday company selling all-inclusive packages to the 2012 festival. Use the AIMRITE model to justify your recommendations.
Question 3.
Discuss the “strong” and “weak” theories of how advertising works. Illustrate your answer by referring to the advertisements shown in Exhibits E and G.
Question 4.
In England and Wales, IKEA does not currently sell its products online for home delivery.
Assuming the company now wishes to change this policy, sketch a „wireframe‟ home page for a website designed to sell its range of furniture directly to consumers, describing how your recommended functionality will meet the needs of both Influencers and Functionals.
Briefly discuss at least two ways in which you could use the Internet to drive potential customers to the website.
Question 5.
Discuss the possible reactions of different market segments to the advertisements shown in
Exhibits B and D and their potential to cause