Marketing Communication N6 — Document
June 2019 — N6 — Marketing Communication
N6
2019
Nated Business
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1.1Sales promotion techniques or pull strategies are aimed at consumers and to influence
1.2Explain how controllabl e marketing factors can influence the choice of media. (4 2\ (8\
1.3Step 3 in launching an advertising campaign involves financial planning and flows fr om the advertising objectives. Discuss competitor
1.4List FIVE characteristics of advertising communication. (5 2\ (10\
1.5Creating an advertisement involves three dimensions namely copywr iting, visualising and layout. Explain visualising. (10\
1.6Name TWO types o f advertising agencies. (2\ [50] TOTAL SECTION A: 50 SECTION B Answer any50
Q2— Section header —
2.1Governing bodies such as ASA were introduced to the advertising industry to provide
2.2The aim of public relations is to create better understanding between people and organisations.
2.2.1Identify SIX opportunities for public relations. (6\
2.2.2ame SIX oral media the PR officer can use. (6\ 5140296
2.3Give SIX techniques or testing methods that may be used to measure the effectiveness of advertising. (6\
2.4Describe professional advertising as one form of advertising. (5 (10\
2.5Personal selling form part of promotional strategy and allow marketers to personalise the sales message. Discuss step 5 of the selling process. (10\
2.6Media owners allow media commission for advertising agencies, but not for individu al advertisers. List FIVE services that media commission do not pay for (5\
Q3— Section header —
3.1Study the advertisement below and answer the questions
3.1.4Which product is advertised above Who is the advertis er in the advertisement? Identify TWO brand names that are in direct competition with the brand advertised above
3.2Discuss the criteria for choosing an advert ising agency. (6 2\ (12\
3.3The aim of r esearch about advertising copy is to determine the impact ability of the ad vertisement and whether it conveys the desired message. Describe the pre
3.4The evaluation of advertising material is based on the AIDAC concept. Explain what AIDAC means and how it is applied when an advertisement is created (14\
Q4— Section header —
4.1.3List the steps in launchin g an advertising campaign. Identify FIVE methods that can be applied during step 6 of the advertising campaign Briefly explain the different stadia of control during an advertising
4.2There must be a demand for the g eneric product before demand for a specific brand can be stimulated. Discuss the criteria for primary demand advertising. (5
4.3The media plan consists of gathering background information about the company and t he competition, as well as making recommendations. Briefly explain THREE aspects relevant to making recommendations.
4.4In an economic sense, advertising provides certain utility values to the consumer. Describe these utility values. (4 2\ (8\
4.5List in the correct order the SIX steps in the consumer decision making process. (6\
Q5— Section header —
5.1.1Which medium is illustrated in the pic ture above? (2\
5.1.2Identify EIGHT media factors that can influence the choice of media. (8\ 5140296
5.1.3Evaluate the strengths and weaknesses of the media in the picture above (10\
5.2Advertising objectives must relate to the overall mar keting communication tasks. Discuss SIX requirements for specific advertising objectives. (6 2\
5.3Copywriting is one of the activities in creating an advertisement. Give a short description of each of the following terms:
5.3.1
5.3.3Copy research Copy structure Irrational copy style (2\ (5\ (3\
5.4List FOUR governing bodies that control advertising in SA. (Any 4 1\ (4\
5.5Distinguish between publicity and public relations. (2 + 2\ (4\ [50] TOTAL SECTION B: 15050
Topics Identified
4
Business EnvironmentsForms of OwnershipBusiness FunctionsBusiness Plan
Mark Allocation
Total200 marks
Sections50 + 50 + 50 + 50 + 50 = 250 marks
Paper information
TitleDocument
SubjectMarketing Communication
LevelN6
Document typeQuestion paper
Year2019
MonthJune
Pages6
Downloads4
Examination context
Decade2010s
Years ago7y
SeasonWinter (SH)
Start daySaturday
Exam periodJune 2019
Days since exam2,690
About Marketing Communication examination preparation
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