24 hours examination (Marketing Communication)

C19MC

Page 1 of 2 Semester 3 – 2019/20

SCHOOL OF SOCIAL SCIENCES

Edinburgh Business School

MARKETING COMMUNICATIONS Course Code: C19MC

Date – August 2020

INSTRUCTIONS

Answer any TWO questions

All questions carry equal marks

C19MC

Page 2 of 2 Semester 3 – 2019/20

Word Count – 1,000 words per question Question 1 For each of the four approaches to communications strategy planning, critically evaluate how important they are for effective marketing communications.

(100 marks)

Question 2 Discuss the relative merits of pursuing a more integrated marketing communications (IMC) approach to communications strategy.

(100 marks)

Question 3 Choose two elements of the marketing communications mix and critically assess their relative merits.

(100 marks)

Question 4 Evaluate which elements you should consider if you are planning a media schedule for a food or drink company from your region.

(100 marks)

Question 5 Discuss the range of digital mediums and formats and evaluate the degree to which interactivity is central to their effectiveness.

(100 marks)

- END OF EXAM PAPER -