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College of Business, Hospitality and Tourism Studies
School of Business, Hospitality & Tourism Studies
Department of Management, IR and OHS
MKT 704 – ADVERTISING AND PUBLIC RELATIONS
Final Examination: Trimester 1, 2016
Question Paper
This examination constitutes 50% of total assessment of this unit and students must score
40/100 in this examination in order to pass this unit.
Instructions
1. Time Allowed: 3 HOURS with additional 10 MINUTES reading time.
2. All answers are to be written in the Answer Booklet provided.
3. Write your ID Number on ALL pages of your Answer Booklet and any extra sheets that you use.
4. This is a closed book examination. You are not permitted to access any books, notes or other
forms of written or electronic materials.
5. Attach the extra sheets securely at appropriate place before handing-in the Answer Booklet to the
supervisor.
Sections
Question
SECTION A: Case Study
Attempt all 5 questions for ALL 3
30
adverts.
SECTION B: Paragraph Writing
10 Questions. Attempt all questions
30
SECTION C: Essay
4 Questions. Attempt all questions
40
TOTAL/WEIGHT
MKT704
Marks
100/50%
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SECTION A:
CASE STUDY
30 MARKS
Each of the following ads has potential ethical implications. Answer the questions that follows
each ads. Each advertisement is worth 10 marks.
ADVERTISEMENT 1
1. State the product that you think this ad is advertising.
(1 mark)
2. Discuss the sociological, political, economic or cultural attitudes that are indirectly
reflected in the advertisement.
(2 ½ marks)
3. Explain who is affected by this ad and how are they affected. (2 marks)
4. Critically discuss the ethical issue surrounding the ad.
5. Explain how you can better run this ad.
MKT704
(2 ½ marks)
(2 marks)
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ADVERTISEMENT 2
1. State the product that you think this ad is advertising.
(1 mark)
2. Discuss the sociological, political, economic or cultural attitudes that are indirectly
reflected in the advertisement.
(2 ½ marks)
3. Explain who is affected by this ad and how are they affected. (2 marks)
4. Critically discuss the ethical issue surrounding the ad.
5. Explain how can you better run this ad.
MKT704
(2 ½ marks)
(2 marks)
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ADVERTISEMENT 3
1. State the product that you think this ad is advertising.
(1 mark)
2. Discuss the sociological, political, economic or cultural attitudes that are indirectly
reflected in the advertisement.
(2 ½ marks)
3. Explain who is affected by this ad and how are they affected.
(2 marks)
4. Critically discuss the ethical issue surrounding the ad.
(2 marks)
SECTION B:
PARAGRAPH WRITING QUESTIONS
30 MARKS
Answer ALL the ten questions. Each is worth THREE (3) marks.
1. “Social media is the new medium for advertising and brand building.” Support your
answer with examples of some brands on these sites and your views on the same.
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2. Create an advertisement for the Fiji National University’s School of Business
highlighting what it stands for and what makes it different from other premier
Business Schools in Fiji. (You are expected to write copy/text, suggest visual/ graphic,
and preferred media where you would like it to appear to reach the right target groups.
3. Critically analyze any three of the following Taglines in no less than 50 words for
each delineating the target audience, communication objectives and creative
treatment of the chosen taglines:
a. Amazon.com – Earth’s Biggest Book Store
b. Nike – Just do it!
c. Tourism Fiji – Where happiness finds you
d. Fiji Water – Earth’s finest water
e. Ram Sami – Let the sunshine in
4. Create a radio spot/ jingle in not more than 60 words (It can be in lyric or prose
form) on safe ‘streets for women’.
5. Discuss what do you understand by an ‘effective’ advertising campaign – explain
with one or two suitable examples.
6. Explain your understanding of ‘Social Media’. Is it a good marketing strategy to
talk about brands on a space that’s personal and shared among family and friends.
Explain your answer.
7. Discuss opportunities for using exhibitions or trade fairs.
8. Describe the range of marketing mix elements that you could use in order to
communicate with your customers.
9. Discuss Integrated Marketing Communication As An Innovative Concept.
10. Examine the process of acquiring and retaining customers, using an example of
your choice.
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SECTION C:
ESSAYS
40 MARKS
There are FOUR (4) questions listed in this section, attempt ALL. Each is worth 10 marks.
Question 1
Choose any recent social campaign that you may have seen in the mass media and critically
analyze its objectives, the target audience it is aimed at and the key communication
message. Is the campaign effective? Discuss.
Question 2
Critically examine the various campaigns of mobile service providers in Fiji. Which
particular campaign in your view strikes a chord ? Identify and explain which campaign
you think is a wastage of money and why.
Question 3
As a recently-appointed PR Manager, advise and make recommendations to the members
of your staff about the importance of Public Relations within the organization’s
promotional mix and provide practical examples to support your recommendations.
Question 4
Explain the main promotional activities associated with sponsorship of major sporting
events and summarize the benefits of sponsorship to the sponsor.
………………………………………….THE END………………………….
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