Postgraduate Diploma in Marketing June 2016 Examination Synergising Marketing Communications (SMC)

Transcription

1 Postgraduate Diploma in Marketing June 2016 Examination Synergising Marketing Communications (SMC) Date: 13 June 2016 Time: 0930Hrs 1230Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are two parts in this question paper. All questions in Part One are compulsory. It includes a mini case. Part Two includes 6 Essay Type Questions. Answer 03 questions from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. 2. Always start answering a question on a new page. 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible handwriting and language errors will be penalised.

2 PART ONE Answer all questions Question 01: Case Study Sixty Nine is a restaurant located close to the 69 th Kilometer post in the Colombo Kandy road. It was run by a family from Matara. It provides breakfast, lunch, dinner and snacks. Though mostly frequented by travelers, few locals also patronize the place. It is surrounded by a garden blended with nature and has a charming interior. Even in the third year of the business, it was not generating sufficient profits, though the customer base has slowly but steadily increased over the years. The increasing customer presence is thanks to the good food, charming environment and the clean service provided. Marketing has been mainly by word of mouth. Apart from the name board there is no advertising. One has to enter the premises even to see the interior as most of the building is surrounded by a high parapet wall. It has a spacious car park but that too is not evident until one enters through the gate. One other reasons for people to visit here is the absence of a decent restaurant close by. There is no restaurant on either direction for the next 10 Kilometers. However, there is a restaurant that will come up a kilometer ahead, towards Kandy. It is to be opened in the next three months. The owner of the Sixty Nine, who was up to now contended with the slow progress, is now feeling the heat of the possible upcoming competition and thinking of a marketing strategy. He is also thinking whether the large long parapet wall should be removed so that people can see the interior or whether it should be used as a wide billboard for advertising his marketing efforts. Source: Kamaladasa, N (2015) a. Give an advertising goal for the billboards in marketing the business at this particular moment and the rationale for your selection. b. Should the advertising goal be changed when the new restaurant starts its operations? Give reasons for your answer and suggest a new advertising goal if the goal is to be changed. c. What is the advice you would give to the owner with regards to the parapet wall and state your rationale for the advice? (10 Marks) Page 2 of 6

3 d. Identify two (02) unique selling propositions for the business. e. Propose two (02) tag lines to be used in billboards. (08 Marks) f. Suggest one promotional activity each to attract and to retain customers. (Total 40 Marks) Page 3 of 6

4 PART TWO This part includes SIX Essay Type Questions Answer THREE questions Question 02 a. Continental is a clothing retailer having number of outlets in all major towns in Sri Lanka. It has the newest fashions popular in Europe and is planning to launch an advertising campaign. As part of the market analysis, what information does it need to have on media before planning the campaign? List two (02) important items. b. Suggest a message theme for the above campaign. (05 Marks) c. List the five (05) advertising goals any advertising campaign should consider and describe how you are going to use two of the goals in the above campaign. (09 Marks) Question 03 a. Describe the Means-end theory and explain how it can be used to design a creative brief for an advertisement. (08 Marks) b. Use an example of your choice to illustrate the theory. (12 Marks) Question 04 a. It is logical to think that conative strategies should follow cognitive and affective strategies. However, conative strategies should be the forerunner. Discuss this statement using the Hierarchy of effects model. (12 Marks) Page 4 of 6

5 b. Give an example where conative strategy could come first. c. List two (02) conative strategies. Question 05 a. Compare the two (02) traditional media channels - radio and television - and list ten (10) comparative advantages/disadvantages of one against the other. (10 Marks) b. Business to business ads were different to consumer ads in the past. However, the differences are becoming less evident now. State three (03) reasons for this. c. Rather than selecting one particular media it is always better to have a media mix. Discuss this statement. Question 06 a. State two (02) occasions where trade promotions are more effective than consumer promotions giving your rationale for the choice. b. List four (04) different trade promotions giving a merit and a demerit of each. (12 Marks) c. You are considering free samples as a means of promoting a consumer product. List two (02) benefits and two (02) drawbacks in the use of free samples as a promotional tactic. Question 07 a. List three (03) advantages each of e-commerce to consumers and also to business separately. b. Briefly describe four (04) concerns of consumers with regard to e-commerce in buying electrical appliances. (08 Marks) Page 5 of 6

6 c. Briefly describe three (03) incentives an airline could give in its e-commerce operation to attract consumers. (Total 100 Marks) -END- Page 6 of 6