THE HONG KONG POLYTECHNIC UNIVERSITY

HONG KONG COMMUNITY COLLEGE

Subject Title : Advertising and Promotion Subject Code : BHMH2103

Session : Semester One, 2021/22 Time : 15:30 – 16:30

Date : 30 October 2021 Time Allowed : One Hour

Subject : Dr William LEUNG

Examiner(s) Dr Gary CHENG
Ms Fiona TSANG

This question paper has a total of THREE pages (including this covering page).

Instructions to Candidates:

1. There are TWO sections in this paper. Answer ALL questions.

Section A (50%) – Fill in the Blank Questions.
Section B (50%) – Case Study Questions.
2. Please type your answers on the answer sheet provided on Moodle.
3. Only one single file in Word format with less than 20MB will be accepted.
4. An extra 15 minutes is allowed for submission. 16:45 is the Submission Deadline, and your answer
scripts must be uploaded to Moodle via submission link before this Submission Deadline.
5. Late submission via Moodle is not allowed.
6. Only the last submission you made within the designated timeslot will be counted.

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Section A (50%)

Answer ALL questions on the answer sheet on Moodle. Each question carries 10 marks.

1. John is getting annoyed and never pays attention to those pop-up advertisements every time a
new web page is opened. This is a form of in marketing communication.

2. LEGO is a brand name from the Danish phrase leg godt (“play well”).

3. P&G creates a brand Old Spice for men without competing with its Ivory brand in the
body wash product category.

4. Corporate culture is a(n) ____________element of brand image.

5. Based on __________ segmentation, consumers of mouthwash products are grouped into heavy
users, light users, and nonusers.

6. For a consumer target market, individuals in the segment should be with distinctive
characteristics from other segments and large enough in number to support a marketing campaign.

7. According to the means-end theory, advertising message is the means which leads a consumer
to believe using the product will help them to achieve ____________ which is the end state.

8. In an advertising agency, ____________ is the contact point between the client and the agency
for daily operation.

9. When we consider advertising design, ________appeals can be stored in long-term memory.

10. Fortress is using appeal in below advertisement to urge consumers to make a purchase
as soon as possible.

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Section B (50%)

Answer ALL questions in this section on the answer sheet provided on Moodle.

ZEISS, a leading manufacturer of eyeglass lenses, has developed a marketing campaign with the
luxury brand GUCCI for the sunglasses.

1. Identify and explain the branding strategy in the above case. (20 marks)

2. For the marketing campaign in the above case, suggest a media mix of the BEST THREE
traditional media with justifications for each. (30 marks)

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