Welcome to the CAM Advertising practice exam questions webinar (sessions 1,2 & 3) Friday 5 th April 2013 The webinar will start at 1.00 pm. For this webinar, it won’t be possible to enable individuals to speak, but you can ask questions and make comments by utilising the chat area on the right hand of the screen. Please ensure that your computer’s internal speakers are switched on, or you have connected external speakers or headphones.

Welcome Your webinar presenter today is Anneke Edmonds Webinar content for this evening: Practice exam questions (sessions 1, 2 & 3) Learning and Revision Exam technique

Session 1 question (June 2006) Advertising is one of a number of different marketing communications tools. Prepare a report for your Marketing Manager to describe the other tools that are available and give TWO examples from different industries of how advertising is supporting these other tools. December 2006

The link to the learning outcomes Describe the origins of advertising and the development of the industry Explain the role of advertising Explain the relationship between advertising and other elements of communications Explain how consumer behaviour can be influenced through the use of advertising Syllabus references: 1.1 – 1.3 and 1.9

Some relevant slides Comparisons of Key Communications Tools – 4 C’s Framework

Integrating Communications Tools Advertising is important at the pre-purchase and post purchase stages. Fill, 2006

Session 2 question 1 (June 2006) It has been claimed that the most important measurement of the relationship between a client and its agency is the chemistry that exists between them. Explain what is meant by this claim and the criteria by which an agency can be selected, using examples to illustrate your answer.

The link to the learning outcomes Explain the nature of the advertising industry and the relationships between the key players Describe the structure of communication agencies and suppliers; and functions of key personnel Assess the organisation’s advertising needs and whether internal or external resources are appropriate Explain how international advertising marketing communications should be conducted Syllabus references: 1.4 – 1.6 and 1.10

How to approach this question The question is in two parts What do you understand by the term ‘Chemistry’? Chemistry can exist at the corporate level as well as the individual level What other factors can be used to measure the strength of the relationship between the two parties? What factors should be taken into account when selecting examples Illustrate your points with examples

Some Relevant Slides: Building the Client / Agency Relationship “The quality of the client/agency relationship is a function of trust” “Commitment is a belief that the relationship is worth continuing and that maximum effort is warranted at maintaining the relationship” (Fill 2006, citing Morgan and Hunt 1994)

Selection Criteria Size of agency compared to company Specialism (industrial/consumer) Agency client list (no competitors!) Track record & reputation Creative ideas Compatibility Range of services Location (accessibility) Cost and contractual terms

Session 3 question (June 2008) For an organisation of your choice: describe THREE important target audience segments, in terms of both demographics and psychographics explain why each target audience segment is important to your organisation, and which marketing communication tools are, or should be, used to reach them.

How to approach this question This question is in 2 parts Description of THREE audience segments in terms of demographics and psychographics 10 marks for this first part – 3 x 3 plus 1 for presentation Demonstrate that you understand the concepts of demographic and psychographic segmentation Explains why each target audience segment is important – 3 x 3 Appropriate marketing communication tools used to reach them - 3 x 2 15 marks in total for this part

Some relevant slides: Segmenting Audiences Why segment our audiences? –More effective messaging –Less waste as avoids sending messages to segments not interested in product/service –More understanding of reasons for purchase of product / service In order to be effective, segments must be: –Distinctive –Tangible –Accessible –Defendable

Segmentation: Variables for Consumer Markets Dibb et al, 2006

Part A – mini case study Get into role and answer in role if requested 50 marks in total for all elements of the question Take note of the requested format i.e. briefing note or short report - not an essay There are 50% of the total marks for part A so you need to allocate no more than 1 hour to answer these questions

Part B – two questions from four 25 marks for each question 30 minutes for each question Only answer 2 questions

How can I learn effectively and prepare for the exam? Practice makes perfect! Attempt past exam questions to support this process Read the examiner’s reports If you have negative associations relating to examinations then work on changing this mindset Work consistently and don’t ‘cram’ More about exam day technique later!

The next webinar pm, 12 th April 2013

ANY QUESTIONS?