Download IPED (UK) Subject: Advertising and Promotion Maximum Time

IPED (UK)
Subject: Advertising and Promotion
Maximum Time Allowed: 3 hours
Instructions: Do not write on any part of the exam paper. All rough work should be done in your answer
booklet. All questions carry equal marks. You are required to answer only FOUR questions
Question 1
a. What is semantic noise? Explain in your own words. [10]
b. Discuss into detail three (3) ways of overcoming communications breakdown during advertising. [15]
Question 2
Discuss into detail five (5) personal selling skills. How does each of these skills contribute to marketing
management? [25]
Question 3
What desirable outcomes can be achieved when marketing communications is utilised effectively? Discuss
any two (2) outcomes into detail, in your own words and supporting with relevant examples or scenarios.
[25]
Question 4
What factors have contributed to the increase in direct marketing? Discuss any two (2) into detail in your
own words and supporting with relevant examples or scenarios. [25]
Question 5
a. What is direct response advertising? Discuss in your own words. [10]
b. Discuss into detail two (2) advantages of direct response advertising. [15]
Question 6
a. Give an account on the four (4) key steps in the logical approach that advertisers can adopt to achieve
their intended outcome. [20]
b. What is public relations all about? Explain in your own words. [5]
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Important information: Your work will be cancelled and you (the student) disqualified from taking any IPED exams if you
are found reproducing word for word contents of the IPED study manual or textbook, copying from other candidate(s), or
copying from the internet. IPED takes examination malpractices very seriously and will penalize severely candidates who
engage in any form of exam malpractice. All answers must be in your own words.
INSTITUTE FOR PROFESSIONAL AND EXECUTIVE DEVELOPMENT UNITED KINGDOM