Portions and Instructions of Market communication

Take Home Exam Instructions

Instructions on Completing your Take Home Exam:

· You have 24 hours to submit your exam script. You do not need to wait until the deadline to submit your exam script and can submit at any point during the 24-hour time period. Please refer to the

Technical Guide

for instructions on submitting.

· If the exam was originally scheduled to last two or three hours, it is not anticipated that the exam will take more than one or two hours more than the original time to complete.

· If your completed exam script is typed, please use a minimum 12-point font and 1.5 line spacing to ensure that the text is readable. Please include a header containing your student ID number (but not your name).

· If your completed exam script is hand-written, please ensure that handwriting is legible. Please write your student ID number (but not your name) at the top of each page and ensure that your answers are clear in the photos of your script.

· If a word limit has been specified for the overall exam or for each question, please ensure that you keep to the word limit. Any words beyond the word limit will not be marked.

· Please ensure that you clearly identify which question you are answering.

· If you encounter any problems while taking this exam – such as IT problems or home circumstances – please ensure you make a note of them at the end of the exam script.

· Give yourself plenty of time to prepare your exam script files for upload – please don’t leave this to the last half hour before the 24-hour period expires. See

Technical Guide for details.

Academic integrity

· In taking this exam, you are allowed to consult any notes you’ve made on the course, any course material, any previous assignments you have completed, any books or articles, any internet source, and anything else you find useful.

· The exam script must be your own work. You must undertake the exam on your own and without collusion, i.e. without assistance from other people; without collaborating or discussing the exam; without sharing answers with anyone else (this includes on social media), as posting or providing your own solutions or responses to others is also academic misconduct.

· Normal processes (e.g. Turnitin) will be used to check that submissions do not draw from other people’s work in an inappropriate way.

· If staff have reason to think that you have collaborated with other students, this will be treated as academic misconduct.

· The University’s standard procedures for dealing with academic misconduct will apply in the case of this exam.

· Guidance on plagiarism, and information about how the University responds to evidence of plagiarism, can be found

here

. Information about how the University responds to evidence of academic misconduct can be found here

· If you are completing an essay-type of exam, you must reference material as you would for coursework (this is not relevant for numeracy-based questions). You do not need to reference lecture/tutorial notes and slides etc provided as part of your course. If in doubt about referencing you can find guides here

By submitting your exam script, you confirm that this work is your own own and is expressed in your own words. You confirm that any use made within it of the works of other authors in any form (e.g. ideas, text, equations, figures, tables, other forms of data) are properly acknowledged and referenced at the point of their use. If appropriate to the type of exam, you confirm that a list of the references employed is included (not required for numeracy-based questions).

Checklist: Before you submit your exam script

Before you submit this exam script, please ensure that you have done all of the following:

· If the exam script is typed, used at least 12 point font and 1.5 line spacing, and include a header containing your student ID (and not your name)

· If the exam script is handwritten, ensured the writing is legible, and written your student ID (and not your name) at the top of each page, and your answers are clear in the photos of your script

· Clearly identified which question you are answering

· Kept to the maximum word count where specified (either per question or for the script as a whole)

· Included references, if this is appropriate to the type of exam. Referencing is not required for numeracy-based exam questions, but is required for essay-based exams. (References do not need to include lecture/tutorial notes and slides etc provided as part of your course).

· Ensured that the file is saved in the correct format (see Technical Guide for formats)

· Given the file a name using the format CourseCode_StudentID_CourseName_Exam

· Identified at the end of the exam script any issues preventing you from doing your best work (e.g. IT problems, home circumstances etc.)

· Met the requirements of the “Academic Integrity” section on the Exam Paper Coversheet

C

1

9MC Take Home

Exam Revision

Dr. Ian Grant

ian.grant@hw.ac.uk

1

Take Home Examination

• Exams are being given in a ‘take-home’ format.
• The exam paper will not have changed i.e. you need to

answer 2 essay style questions from a selection of 5.
• The maximum word count is 1500 words excluding the

reference list. This includes text in tables. There should
be no appendices.

• A take-home exam is one which you take in your own
space (e.g. your home ) by downloading the paper and
then uploading your answers.

• You are given 2

4

hours to complete the exam, it is
anticipated that you will work no more than 12 hours of
daytime.

• Full guidance can be found here
https://www.hw.ac.uk/uk/students/doc/studentguide-
takehomeexams-

3

1032020

https://www.hw.ac.uk/uk/students/doc/studentguide-takehomeexams-31032020

Submitting on Vision

• You should have received full details on how to submit
through the C19MC_P2019-2020 Take Home Exam
Vision site

• Get to know the site in advance and check your
connections.

• Make sure you submit answers to both questions on
one document ONLY.

• Make sure you fully submit your answer and check you
have submitted it to the correct Vision page

• You can practice submissions in advance, but this area
will not be accessible on the day.

3

Referencing

• Many of you have asked about “how many
references?”

• This depends on the question set; but as a rule of
thumb, I would recommend a minimum of five
references per question, with up to 10 references
being a reasonable number per question.

• Try to find academic journal articles to cite as well
as more practitioner references

• Also look for useful examples to help illustrate your
points you want to make

4

Marking Criteria

• As contained in your course

• 5 set criteria: content/criticality;
relevance/accuracy/; academic citation; use of
industry examples; structure, grammar and
spelling.

• Take home exams (as with all exams) are
moderated/audited by another lecturer who checks
to see if marks and comments correspond to this
grid

• Exam board checks the profile of the marks over
time and against other courses

Is there relevant content?

• How much course knowledge is being
shown?

• Is the knowledge relevant to the question?

• Is the knowledge accurate?

• Is the knowledge detailed?

• Is there evidence of pursuing knowledge
through independent study – in addition
to course content?

• YOU CAN USE DIAGRAMS AND TABLES
IN TEXT– BUT NO APPENDICES FOR
TAKE HOME EXAMS

Is there criticality?

• Is there identification of a point of view

• Is there awareness of the the “yes but” arguments for
and against that point of view. For example:

• Depends on interpretation

• Depends on national context

• Depends on target market

• Depends on product type

• Depends on size/skills of firm

• Is there evidence found to support each side of the
argument?

• Can the student make a judgement based on
evidence?

Is there evidence of citation?

• What is required?

– i.e. In text references only (name, date) and

full reference list at end (not included in word

count)

• Is there evidence of textbook reading/ set

reading/ independent reading?

• Are the references true and appropriate?

Is there use of marketing

communications examples?

• Is there evidence of application of course content
to marketing comms. practice?

• Is this application appropriate and accurate?

• How much detail is given?

• Is there evidence of independent research in the
citation of statistics, industry reports, current news
stories?

• Is the discussion descriptive or critical? Not a
reproduction of the news story/ history of the
company

How good is the structure,

spelling and grammar?

• Is the work written in the appropriate academic
register?

• Are there widespread errors in spelling and
grammar? (unless study support indicates
otherwise)

• Is there an discernible relationship between
statements?

• Is the work hard to follow? Intro, essay, conclusion
– YOU CAN USE HEADINGS AND SUB-
HEADINGS

Marking?

Marking by 0, 2, 5 and 8

i.e. 70, 72, 75 or 78%.

• Very poor 0-33

• Poor 34-39

• Basic 40-49

• Solid 50-59

• Good 60-69

• Excellent 70-79

• Outstanding 80-100

11

Some useful tips

1. Choose your topics NOW – ideally three in case
one doesn’t come up

2. Organise course and reading materials –
important for open book exams!

3. Prepare essay plans – look at past papers for
style of questions

4. Find examples to use in your essay

5. Practice writing up plans- important for open
book exams!

6. Cut down essay plans to fit wordcount

L12Course review, key

topics for exam.

C19MC

Dr. Ian Grant

Lecture programme
Lecture &
Date

Topic and Lecturer Core Reading

1
14/1/20

Welcome and
Introduction to Marketing Communications

Course Guidelines
Fill & Turnbull, chapter 1-2

2
21/1/20

Communication theories and practices Fill & Turnbull, chapter 3-4

3
28/1/20

How might Marketing Communications work &
Integrated Marketing Communications (IMC)

Fill & Turnbull, chapter 6; and
12

4
4/2/20

Marketing Communications Planning process; Message
appeal

Fill & Turnbull, chapters 7, 8,
19

5
11/2/20

Planning: The Media plan: Media selection and scheduling Fill & Turnbull, chapter 20

6
18/2/20

Branding and Brand Communications Fill & Turnbull, chapter 11

7
25/2/20

Advertising and Public Relations Fill & Turnbull, chapters 13
and 14

8
3/3/20

Sponsorship and Direct Marketing (1)
Sales Promotion, Brand Placement & Packaging (2)

Fill & Turnbull, chapters 15,
16, 17, 18

10/3/20 Digital Media and Marketing Interactivity
Social, Search and other Interactive Media
*Prov. Guest Lecture: Will Smith, Senior Analyst, 80 Days
Digital. (subject to change)

Fill & Turnbull, chapter 21, 22

10
17/3/20

Evaluation and Metrics (GM) Fill & Turnbull, chapter 10

11
24/3/20

Marketing Communications in context:
The ‘Brief‘ and Agency selection (GM)
*Prov. Guest Speaker: Michael Hart, Creative Director, The
Union Advertising Agency (subject to change)

Fill & Turnbull, chapter 9, 19.

12
31/03/18

Review Lecture (IB)

Exam

 You will be required to answer 2 essay style

questions from 5 options. .

 The topics will examine specific theoretical issues

that have been discussed during lectures, tutorials

and guided reading.

 Exam date 18th May 2020; exact timing TBC.

 You will have 24 hours to complete the

assignment from release of exam questions

 Exam will be a submission through online means

 Final details of exam submission procedure being

revised due to Coronavirus and will be published

shortly.

Word limits and quantity of
information

 Maximum word limit is 1500 words PER question

 ‘No minimum BUT if you provide less than 1000

words it would be very difficult to provide enough

information to support a more informed work for

higher grading…but every word must be useful.

 Word limits DO include text in tables for this exam but

do not include lists of references at the end

 Please do not include any appendices

Topic One:

How Marketing
Communications works

Lecture 2, Tutorial 2.

Fill and Turnbull (2019: Ch. 3,4,6

Topic One:

Figure 2.1 A linear model of

communication

Source: Based on Schramm (1955) and Shannon and Weaver (1962

)

Linear Model of Communication

Encoding= Decoding?

Influencer model of

communications

Interactional model of

communications

Symbolism

• Brand, products and services acts as a signalling

system (symbol) for personal meanings

(lived/mediated experience) and social meanings

• Meaning can be encoded by brand managers and is

decoded by consumers

• Consumer culture offers a richly symbolic

environment – consumer create their personal

“brandscape” from resources available

Movement of Meaning

How communication might
work?

Five interpretations of how
marketing communications might

work

Fill and Turnbull (2019)

Topic Two:

Integrated Marketing
Communications (IMC)

Lecture 3 part 2, Tutorial 2.

Fill and Turnbull Ch. 12.

IMC: Definition

Integrated Marketing Communications recognizes the value of a
comprehensive plan that evaluates the strategic roles of a variety of

communication disciplines advertising, public relations, personal selling,
and sales promotion and combines them to provide clarity, consistency,

and maximum communication impact (and deriving added value)

AAAA definition based on Belch & Belch (2004

)

1. Deliberate and Proactive, not luck or fate

2. Each tool is considered in unison to support the brand, not in discrete
isolation

3. Measured at the brand or corporate level (as reputation)

IMC: Strengths

 Sum of the whole greater than total

of individual components

 Targeted > greater media

efficiencies

 Dialogue

 Loyalty-building

 Measurable

IMC: 4E’s and 4 C’s

The 4Es:
 Enhancing: improve; augment;

intensify

 Economical: not wasteful

 Efficient: doing things right

 Effective: doing the right things

The 4 C’s
 Coherence: logically

connected

 Consistency: in

agreement, harmony

 Continuity: consistent

over time

 Complementary

coms: producing a

balanced whole

IMC’s underlying concepts

 Transactional to relational models of

marketing

 Product focus to consumer-focused business and marketing

strategies

 Marketing on the basis of product features to providing

customer solutions and consumer benefits

 Emphasis on customer acquisition to customer retention

 Intuition/gut feel-based marketing to more fact-based

marketing

 From the 4Ps (product, price, place, promotion) of marketing to

the 4Cs (consumer, consumer costs, convenience,

communication) of IMC

 Advertising monologue to consumer dialogue

 Mass, shotgun messages to targeted communications

 Multiple, relevant, interactive, digital contact points and media

neutrality

 Attitudinal market research methods (e.g. brand recall,

awareness) to more behavioural and accountable measures.

Kliatchko’s IMC ‘Pillars’

Kliatchko 2008, p145

Elements of IMC
pillars

Stakeholders

Internal and external

audiences

Relevant publics

Multiple markets

Aggregation

Content

Consumer insights

Messages and

incentives

Controlled/
uncontrolled

Marketer/

media-generated

Channels

Multiple channels

Contact points/
expanded view

Relevance/
preference

Above-the-line/
below-the-line

Results

Financial measurement

Accountability

Behaviour-based

measures

Customer valuation

Needs, wants,

behaviour, values

Database management

Audience-generated/
participatory media

Ethical considerations

Non-traditional

channels

New media/
digitisation

ROCI: income
flows/returns

Wealth contribution

Long-term profitable

relationship

Media neutrality/

synergy

Dignity of the
human person

Fragmentation/

proliferation

Simultaneous

media exposure

Foreground/
background media

Kliatchko 2008, p145

IMC: Applications Online

Internet

Search
Engines

Social Media

Blogs/forumsEmail

Online video

Topic Three.

Comparing Advertising to
other elements of the

Marketing Mix.

Lectures 7-8 , Fill and Turnbull 13-17.

– Advertising

– Public Relations

– Sponsorship

– Direct

Marketing

– Sales Promotion

– Personal Selling

Defining advertising

“Advertising is a paid, non-personal

communication from an identified sponsor,

using mass media to persuade an audience”
Richards and Curran (2002), cited by Fill and Turnbull, p. 362.

“Advertising is a paid, mediated from of communication from an identifiable

form of communication from an identifiable source, designed to persuade the

receiver to take some sort of action, now or in the future”
Richards and Curran updated version

Role of advertising

 Engaging audiences

 Reaching large audiences with simple

messages

 DRIP? (Differentiate, Reinforce, Inform,

Persuade)

A typology for categorising
evolving forms of online
advertising and

content

Campbell, Cohen and Ma (2014)

Advertising concepts and
frameworks

 USP’s and ESP’s

 Emotional vs rational message strategies

 Practice based models – (Involvement,

salience, persuasion, SP)

 Strong vs weak theories

 FCB matrix

 Rossiter Percy Grid

Defining Public Relations

“The planned and sustained effort to establish

and maintain goodwill and mutual

understanding between an organisation and its

publics” IPR (Institute of Public Relations)

“The management of communication between

an organisation and its publics” Grunig and

Hunt, 1984

Range of publics:
Stakeholder groups

PR

objectives

 Create market environment- awareness, attitudes,
behaviour

 Increase visibility/ share of voice

 Inform/ educate the customer

 Change attitudes

 Modify behaviour

 Influence the trade

 Support sales force

 Harness influential OL’s and OF’s

 Extend promotions

 Exploit sponsorship

 Manage issues

 Contain crises

How PR can assist marketing
(Cutlip 1985)

 Publicising news and events relating to launch

 Promoting established products and services,
making newsworthy

 Creating a favourable image of the corporation
behind the product

 Arranging for public appearances

 Probing public opinion

 Focussing media attention

 Assistant in the debate on consumerism &
marketing

Defining sponsorship

“A commercial activity in which one party

permits another an opportunity to exploit an

association with a target audience in return for

funds, services or resources”
Fill and Turnbull (2016: 426)

“Highlights mutual benefits that can be gained

form partnerships”

Wide variety of
sponsorship goals

 Enhance corporate image (Abratt and Grobler 1989)

 Add value to organisational

communications, increasingly goodwill

amongst opinion formers (Witcher et al 1991)

 Promote brand awareness (Hansen and Scotwin 1995)

 Build brand equity and gain affinity with

target audiences (Smith 1996)

 Inform customers of brand benefits – letting

them know where and how to obtain the

brand (Russell and Lane 1996)

Benefits for sponsoring
organisation
(Fill and Turnbull (2016: 425)

1. Raise visibility – to convey awareness based brand messages

2. Suggest association between sponsor and organisation – hence value

3. Perceive sponsor indirectly through third party – mitigate negative effects

of traditional ATL.

4. Provide sponsors with opportunity to blend variety of IMC tools – efficiency

5. Provide exclusivity – barrier to competitive entry

6. Allow access to sponsor’s talent/personalities for marketing purposes

7. Provide tickets/hospitality – enhance relationships with clients

8. Provide opportunities for co-branded products and services

9. Allow access to organisation’s database

Topic Four:

Message Appeals and
Creative Approaches

Lectures 4,11, Tutorial 7,

Fill and Turnbull Ch. 19.

The marketing communications

planning framework

(Fill & Turnbull)

Key elements:

 Context Analysis

 Communications objectives

 Marketing Communications

Strategy

 Coordinated Communications

mix
 Includes Key message format and

appeal type

 Resources

 Scheduling and

Implementation

 Evaluation and Control

 Feedback

➢ Characteristics of

message source

➢ Credibility

 Level of Expertise,

Motives and Trust

Message source

Structural elements in a
message

 Message balance

 Conclusion drawing

 One or two sided messages +

vs. –

 Order of Presentation

Types of message appeal

INFORMATIONAL: Factual, ‘Slice of Life’,

Demonstration, Comparative

EMOTIONAL: Humour, Fear- Hope, Sexual

What is creativity?

 A creative ad is perceived by the audience to be

novel and different and whose central message is

interpreted meaningfully by and connects with its

audience (Ang et al, 2007)

-divergence, novel/unique

-relevance and meaningful

– connectedness

Brand consultants, and advertisers such as Sorrell,

Saatchi & Saatchi and so on talk about the ‘emotional

glue’ that can link one to one, one to many.

Source: Derived from Smith et al. (2008).

Dimensions of creativity

Defining ‘the Creative Idea’

 Creativity needs to be aligned to the promise which
is a proposition that signals assurance.

 A creative idea can be defined as an ‘original or
imaginative thought designed to produce goal-
directed and problem solving advertisements and
commercials’ (Rossiter & Percy, 2000)

 An easily understood proposition which makes it
possible to communicate a brand’s position in an
original, attention-getting, but easy-to-catch way is
the essence of the creative idea (De Pelsmacker et
al, 2013)

Topic Five.
Digital Media .

Lecture 9 Digital Media & Lecture 10

(specifically Digital Evaluation)

Fill and Turnbull Ch.21; Ch. 10 pp. 325-333.

Key Digital Marketing terms

Concept Definition Reference

Digital Marketing Achieving marketing objectives through applying

digital technologies

Chaffey & Ellis-Chadwick

(2012: 10)

E-Commerce All financial and informational electronically mediated

exchanges between an organisation.

Chaffey & Ellis-Chadwick

(2012: 20)

E-Business The application of information technologies Phillips (2003) cited in

Gay et al (2007: 5)

E-Marketing The use of the Internet and related digital information

and communication technologies to achieve marketing

objectives

Institute of Direct

Marketing cited in Gay et

al (2007:5)

Social Media

Marketing

The use of social networks, online communities, blogs,

wikis or any other online collaborative media for

marketing, sales, public relations and customer

service.

Barker et al (2013:3)

Social Marketing The application of marketing to encourage societal

change

Baines et al (2011:609)

Benefits of digital marketing –
The 5 ‘S’s

Source: Chaffey and Smith, 2008

3 Dimensions of Interactivity
Liu and Shrum (2002) cited in Bell and Taheri (2017)

Definition Digital example

Active control Voluntary and instrumental

action that directly influence

the controllers experience

Click through banner ads

2 way communication Implicit or explicit reciprocal

communication

Programmatic ads based on

previous search activity

(implicit)

On line chat with an

organisation rep.

(explicit)

Synchronicity Delay between sending a

message and receiving a

reply.

Digital almost immediate

Entering a search term and

instant response

Customisation of page

content

3 key online media types

Fill and Turnbull

(2019: 682)

Interactive media – Advertising formats

Figure 19.3 Elements of social media.

“A group of internet

based applications that

build on the ideological

and technological

foundations of Web 2.0

& that allow the creation

and exchange of UGC”
Kaplan and Haelein (2010)

Focus on Social
media

Kaplan and Haenlein (2010) – cited by Fill and Turnbull (2016: 635)

Classification of Social Media

Digital evaluation
considerations

 Objectives? (and target audiences?):

cognitive, affective/emotional, conative/behavioural,

 Tools and Analytics?

• Online engagement

 Active-message creation, content sharing, commenting (

by quantity and quality)

 Passive- likes and viewing

Remember social influence also important

‘Building blocks’ of Social Media

Source: Based on Kietzmann et al. (2011).

Social Media strategies

Four ‘C’s (Kietzmann et al. (2011)
 Cognise

 Understand social media landscape

 Congruity
 Align with functionality and goals

 Curate
 Policies in ‘who, when & why’ should listen

 Chase
 Environmental scanning – check speed of conversations

& how information flows and effects both organisation
and markets

Social Media metrics

Source:

Moorman (2015).

With permission from

Moorman (2015).

Good luck!

• Remember to plan and develop your own examples

• Look for citations to back up the points you wish to

make

• Critically examine concepts and frameworks

• Ensure you allow an equal amount of time and effort

for each question