Answer all questions (30 Marks) Case Study (30 Marks) The University of Fullana (UoF) was established in 2000 as the first private university in Ghana. Over the years, it has grown from a religious studies focused institution to include other competitive areas and currently boasts of a vibrant business faculty (Banking and Finance, Business Administration and Human Resources), a Communications Studies department (Advertising, Public Relations and Journalism) and Education and Psychology department. The University has two admission windows; one in February and the other in September. However, stiff competition threatens the success of UoF as it is faced with competition from several private universities as well as the public universities. The numerous educational tours and exhibitions engaged in with the hope of breaking through the clutter have had marginal gains. A recent restructuring at UoF has led to the creation of a marketing communications department and you have been employed as the media planner for the outfit. A market analysis has revealed that your school is among the last five private universities in terms of enrolment over the last six years. It also came to light that management is reluctant in above-the-line engagements as they claim it is too expensive and ineffective. In addition, you found that the fees charged are moderate. A major challenge of the brand is the misconception that it is strictly for Christians. The above findings prompted you to set media objectives of achieving a 40% reach and 60% coverage in 2021 in the hope of increasing student intake. Consider the following questions: 1. Justify the type of strategy your media plan would employ (5 marks) II. Determine and discuss the budget strategy most appropriate for your media plan (5 marks). III. Examine an advantage and two limitations of your choice in II) above (5 marks). IIII. Identify the three scheduling strategies applicable in media planning and adequately explain how each meets or fails to meet the needs of your brand (15 marks). Answer all questions (30 Marks) Case Study (30 Marks) The University of Fullana (UoF) was established in 2000 as the first private university in Ghana. Over the years, it has grown from a religious studies focused institution to include other competitive areas and currently boasts of a vibrant business faculty (Banking and Finance, Business Administration and Human Resources), a Communications Studies department (Advertising, Public Relations and Journalism) and Education and Psychology department. The University has two admission windows; one in February and the other in September. However, stiff competition threatens the success of UoF as it is faced with competition from several private universities as well as the public universities. The numerous educational tours and exhibitions engaged in with the hope of breaking through the clutter have had marginal gains. A recent restructuring at UoF has led to the creation of a marketing communications department and you have been employed as the media planner for the outfit. A market analysis has revealed that your school is among the last five private universities in terms of enrolment over the last six years. It also came to light that management is reluctant in above-the-line engagements as they claim it is too expensive and ineffective. In addition, you found that the fees charged are moderate. A major challenge of the brand is the misconception that it is strictly for Christians. The above findings prompted you to set media objectives of achieving a 40% reach and 60% coverage in 2021 in the hope of increasing student intake. Consider the following questions: 1. Justify the type of strategy your media plan would employ (5 marks) II. Determine and discuss the budget strategy most appropriate for your media plan (5 marks). III. Examine an advantage and two limitations of your choice in II) above (5 marks). IIII. Identify the three scheduling strategies applicable in media planning and adequately explain how each meets or fails to meet the needs of your brand (15 marks)