JUNE 2014
CAMPAIGN PLANNING & CONTROL
Instructions to candidates:
a)
Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during
this time)
b)
Answer any FIVE questions
c)
All questions carry equal marks. Marks for each question are shown in [ ]
1.
As an Account Director of a large advertising agency you have been asked to advise one of your clients on
the information to include in the client brief.
What advice would you provide to your client?
[20]
2.
Explain what you understand by the term market segmentation and discuss the importance of effective
market segmentation to advertising planning.
[20]
3.
Describe and critically appraise, in the context of campaign planning, the following terms:
a) Pre-testing advertising research
b) Post-testing advertising research
c) The importance of brand image
[20]
4.
Discuss the factors that would encourage a marketing company to implement a direct response advertising
campaign and identify the media they may consider.
[20]
5.
Explain the evaluation criteria you would use to select the most appropriate advertising media that can be
used to advertise a range of fast-moving consumer products.
[20]
6.
Critically appraise the contributions sales promotions can make to a company’s promotional campaign and
provide examples to support your recommendations.
[20]
7.
Write notes on THREE of the following:
a) Message content
b) Competitive parity method of setting an advertising budget
c) Objective and task method of setting an advertising budget
d) Value of public relations
[20]
Discuss the advertising regulatory system in operation in a country of your choice and highlight its
importance to the advertising industry.
[20]
8.
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