Question 2 Ocean Park is Hong Kong's premier educational theme park. It covers more than 915,000 square metres of land. It was named as one of "10 Most Popular Amusement Parks in the World" by Forbes in 2006. Over the years, Ocean Park has been recognised as having expertise in family entertainment experience. The Company is planning to open a new Water World in coming summer. As a newly appointed Creative Director, you need to develop a strong brand image for the new theme park in Hong Kong. (a) From Ocean Park's perspective, discuss any SIX benefits of building a strong corporate image for the new theme park in Hong Kong. Illustrate EACH benefit with an example based on the above case. (18 marks) (b) Explain any SIX methods that would build a powerful brand for Ocean Park to differentiate from its competitors - Disneyland in Hong Kong. Illustrate EACH method with an example based on the above case. (18 marks) (c) To analyse an IMC campaign of Ocean Park, you need to match evaluation methods with IMC objectives. Illustrate the FIVE levels of analysis when evaluating an IMC campaign with ONE example EACH based on the above case. (15 marks) (d) Ocean Park desires to establish a positive brand image next year. Discuss the SLX types of image-building programme that can positively affect the views of current and prospective consumers. Illustrate EACH programme with an example based on the above case. (18 marks) End of Section A- - END OF PAPER - Question 2 Ocean Park is Hong Kong's premier educational theme park. It covers more than 915,000 square metres of land. It was named as one of "10 Most Popular Amusement Parks in the World" by Forbes in 2006. Over the years, Ocean Park has been recognised as having expertise in family entertainment experience. The Company is planning to open a new Water World in coming summer. As a newly appointed Creative Director, you need to develop a strong brand image for the new theme park in Hong Kong. (a) From Ocean Park's perspective, discuss any SIX benefits of building a strong corporate image for the new theme park in Hong Kong. Illustrate EACH benefit with an example based on the above case. (18 marks) (b) Explain any SIX methods that would build a powerful brand for Ocean Park to differentiate from its competitors - Disneyland in Hong Kong. Illustrate EACH method with an example based on the above case. (18 marks) (c) To analyse an IMC campaign of Ocean Park, you need to match evaluation methods with IMC objectives. Illustrate the FIVE levels of analysis when evaluating an IMC campaign with ONE example EACH based on the above case. (15 marks) (d) Ocean Park desires to establish a positive brand image next year. Discuss the SLX types of image-building programme that can positively affect the views of current and prospective consumers. Illustrate EACH programme with an example based on the above case. (18 marks) End of Section A- - END OF PAPER
