A D V E R T ISI N G : PR I N C IPL ES A N D PR A C T I C E

Semester 1, 2023-24
F i nal Exam i nation
T h is is a 2-hou r C L O SE D B O O K E X A M . A l l q u estions m ust be answ ered i n
E nglish.

Please chec k your Personal ised T i metab le v ia S C O RE for ti me, ven u e an d

seat n u m ber.

T he q uesti on pap er consists of T H R E E sections:

Section A (20 marks): M u lti p le C h oice Q uestions - answ er A L L questions (10

questions x 2 marks each)
Secti on B (30 marks): Short Q uestions - answ er A L L questions (3 questions x
10 marks each)
Secti on C (50 mar ks): C ase A nal ysis - answ er A N Y O N E of the t w o questions
given

Put A L L answ ers (i nclu d i ng Section A ) i n the answ er boo k prov i ded.

For Section C :
- You w ill be asked to d iscuss and explain your o w n suggestions and specific
creative i deas, according to the case and information gi ven.
- Your answ ers should be able to sho w your understanding of the relevant
concepts / topics. Besi des, ideas w hich are more creative and ap propriate w ill
gain higher marks.
- Therefore, w hen you are asked to suggest “specific ideas”, you should provide
details that can demonstrate your creati vity. For exam ple, the story, content,
cop y, visual i mages or interactive ideas that w ould ap pear in a media ad or
online platform, descri ption of the suggested activities, ho w selected
promotional tools are to be used in creative w ays, etc.

Please read the instructions and questions carefully. A llocate your time w isely.

You D O N ’ T need to start your answ er to each question on a ne w page.

Please start a ne w paragrap h for each ne w poi nt.

You are expected to stu d y the follo w i ng sets of L E C T U R E N O T ES. You are
also recom mended to read the relevant sections / topics in the textbook for better
understanding. (Please refer to the lecture notes for textbook page nu mbers.)

Please chec k the S O U L p latform regu l arl y before the Exam

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R E V ISI O N F O R F I N A L E X A M
( O n l y A p p l icab le to the F i n al Exam hel d i n D ecember 2023 [not ap p l icab le to
ma k e-u p exam])

You are ex pected to kno w the basic concepts about:

- I ntegrated M ar k eting C om mu n ications: coordinate the use of a variety of
promotional tools; target au dience should perceive a consistent set of core
messages / image
- T arget M ar k et: the selected target market becomes the firm’s marketing
effort

You shou l d stu d y the fol lo w i ng sections of the lecture notes:

*** = more i m portant: these top ics w i l l b e covered i n Section B or Section C
(an d may also be covered i n Section A)
^ = th ese top ics may be covered i n Secti on A or i nsp ire you to d evelop b etter
i deas

Lectu re 4 – Lectu re N otes – fol lo w i ng secti ons O N L Y:

*** C am paign T hemes; Slogan or T agl i ne; Search i n g for the M ajor Sel l i ng
I dea (sl i des #6-8)

You w ill be asked to suggest a cam paign theme / slogan based on the case
information given and explain w hy your idea is good for the brand. You should
be able to demonstrate your understanding of the key concepts and your
creativity.

Lectu re 5 – Lectu re N otes - fol lo w i ng sections O N L Y:

^ A d vertisi ng A p p eals; C om bi n i ng Rational an d E motional A p peals
***Creati ve Execution Sty l es/T echn i q ues (sl i des #6-9)
^ W riti ng E f fecti ve C op y
^ T i ps for C reati ng E f fecti ve T V C om mercials an d O n l i ne V i d eo A ds

Based on the case information gi ven, you w ill be asked to ap ply certain creati ve
execution styles / techniques and suggest specific creative ideas for a T V ad or an
online video ad. Therefore, you should understand the meaning and
characteristics of various creative execution styles / techniques.

The t w o slides about “ W riting Effective Cop y ” and the slide “ Tips for C reating
Effective T V Com mercials and O nline V ideo A ds” can guide and inspire you to
develop better creative ideas.

Lectu re 6 – Lectu re N otes - fol lo w i ng sections O N L Y:

^ Target A u d i ence C overage
^ Reach vs Freq uency
***Telev ision: A d vantages & D isad v antages (sl i de #7)

Based on the case information gi ven, you w ill be asked to discuss w hether T V
ads should be used by the brand.

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Lectu re 7 – Lectu re N otes – fol lo w i ng secti ons O N L Y:
*** M agaz i n es: A d vantages & D isad vantages (sl i des #3-4)

You should be able to i dentify and d iscuss the major ad vantages and / or
disad vantages of using magazines as an ad vertising mediu m.

^ N e wspap ers: A d vantages & D isad vantages

*** O ut of H ome A d vertisi ng (i nclu d i ng T ransit A d vertisi n g): A d vantages
an d D isad vantages (sl i de #13)

You should be able to d iscuss various ad vantages and disad vantages of out of
home ad vertising.

***Promoti onal Products M ar k eti ng (sl i d es #14-15)

***Prod uct Pl acements (sl i des#16-17)

You w ill be asked to propose specific ideas of using promotional prod ucts
marketing and / or prod uct placements, based on the case information given.
You should be able to demonstrate your understanding of the concepts and
discuss your proposed ideas w ith reasons (specific ad vantages of using these
tools).

^ D irect M ar k et i ng

Lectu re 8 & 9 –Lectu re N otes – fol lo w i ng sectio ns O N L Y:

Part O ne: T he I nternet: D igital an d Social M ed i a

*** O n l i ne v i deo ads (sl ides #7-8)
*** A d vertising on the I nternet - W h y do bran ds use social med ia as
mark eti ng com mu n ication tools? (i ncl u d i ng the characteristics o f “ viral
v i d eo”) (sl i d es #10-12)
*** Promotion T hrough the Bran d’s O w n Faceboo k Page or I nstagram
A ccou nt / D evelop i ng C reati ve Ideas for Faceboo k/I nstagram Posts (sl i des
#13-14)
*** W ays T o I ncrease the Reach of Social M ed ia Posts/ V i d eos (such as
Faceboo k , I nstagram, You T ube) (sl i des #15-17)
*** C ontent M ar k eti ng T hrough Social M ed ia (sl i des #20-21)
*** I n f l uencer ( K ey O p i n ion Leader) M ar k eti ng (sl i de #26)
*** A d vantages an d D isad vantages of the I nternet, D igital an d Social M ed ia
(sl i de #29 an d 1 page of read i ng)

Based on the case information gi ven, you w ill be asked to discuss ho w the brand
can make good use of the Internet and / or social media to achieve the
designated objectives and goals. You w ill be required to suggest and explain
your specific creati ve ideas according to the case, and make recom mendations
to achieve certain p urposes. T herefore, it is im portant to be familiar w ith the
characteristics and ad vantages of various Internet / social media tools, and kno w
ho w to ap ply relevant concepts to develop digital / Internet mar keting ideas
specifically for the brand. You should also be able to demonstrate your
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 creativity and understanding of the relevant concepts on d igital / Internet
marketing.

Part T w o: Sales Promoti on

***Sales Promotion / C onsu mer-orien ted Sales Promoti on V eh icles (sl i des
#33-36)

You w ill be asked to propose specific ideas of sales promotion, based on the case
information given. You should be able to demonstrate your understanding of
the characteristics of various sales promotion vehicles and discuss your
proposed creative ideas w ith reasons.

Lectu re 10 - Lecture N otes – follo w i ng sl i des O N L Y

*** Part O ne: Pu b l ic Relations, Pu b l icity an d C ause-related M ar k eti ng (sl i des
#3-10)

You w ill be asked to propose specific ideas of PR / p ublicity, based on the case
information given. You should be able to demonstrate your understanding of
the concepts and discuss your proposed ideas w ith reasons

Part T w o: Social an d Eth ical C riticisms of A d vertising

^ “Sex A p peals” an d “Stereoty p i ng” O N L Y

^ E-l earn i ng V i deo: A d vertisi n g C reati v ity an d C op y w riti ng: w atching the
parts about ad vertising creativity and cop y w riting can help you answ er one
m ultiple choice question, and gain inspiration on ho w to develop effective
creative i deas (especially the part 34:27-40:08)
MC QS
F i nal Exam -
Exam Exem p lar Q uestion (Sam p le Q uestion) – Section B an d C

T hese are exem p lar q uestions (samp le q uestions) w h ich gi ve you an i dea
abou t the ty p e/format of q u estions y ou may f i n d i n Section B an d C of the
F i n al Exam. T hese exact q uestions w i l l N O T ap pear i n your exam – they are
intended to give you a sense of the ty pes / formats of the exam questions O N L Y.

SE C T I O N B – Short Q u estions
S A M PL ES O N L Y – F O R R E FE R E N C E

Samp le 1
k Use any exam ple to explain the meaning of “cause-related marketing” and its
major characteristics. (10 marks)

Samp le 2 Apply concept 店 Type & format SeltionB

D o you agree w ith the follo w ing statements? W hy? Briefly explain your views.

{
(10 marks)
Eaplaiu - “ O ne of the major ad vantages of using ne wspapers as an ad vertising mediu m

Yourwew is its long life span.”

- “ The primary objective of sales promotion is building positive brand image.”
Major concept
Briefly 4

fplain
SE C T I O N C – C ase A nal ysis
S A M PL ES O N L Y – F O R R E FE R E N C E

(50 marks)

A B C E nergy candy is a fast source of energy straight into the bloodstream. It

provides im mediate energy for better concentration and performance. It is best
for people w ho need energy for w ork, stu d ying and sport. The prod uct range
inclu des flavours such as blackcurrant, stra w berry and lemon.

You are ap pointed by A B C Energy cand y to develop a ne w integrated

marketing com munications cam paign. The major com munications objectives are
to create higher a w areness of A B C Energy among the target au dience, and to let
the target au d ience kno w the key prod uct benefits.

a) Based on the above information, recom mend a ne w ad cam paign th eme for
A B C E nergy cand y and explain the reasoning behind - w hy do you think
this is a good ad cam paign theme for the brand? (10 marks)

b) Your team proposes to use a 20-secon d T V ad to create a w areness. Based on

the above information, suggest and ex plain your speci f ic creati ve i deas for
this T V ad. D iscuss w hy these creative ideas are ap propriate for A B C. (15
marks)

c) Suggest O N E specific idea of using transit ad vertisi n g and O N E specific

idea of using content mark eti ng to promote the brand. D escribe your i deas
w ith reasons. (15 marks)

W hy is transit ad vertising im portant for A B C Energy? Identify T W O major

reasons. (10 marks)