BHMH2103 - Mid-Term Test - 2122S1 - Ver A - v1-4
BHMH2103 - Mid-Term Test - 2122S1 - Ver A - v1-4
BHMH2103 - Mid-Term Test - 2122S1 - Ver A - v1-4
This question paper has a total of THREE pages (including this covering page).
Instructions to Candidates:
Version A 1 of 3
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.
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.
10. Fortress is using appeal in below advertisement to urge consumers to make a purchase
as soon as possible.
Version A 2 of 3
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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Version A 3 of 3