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Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
SECOND YEAR EXAMINATION
MARKETING COMMUNICATION
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a) Highlight the components of the marketing communication mix. [5 Marks]
b) Write brief notes on the following:
i) Need for integrated marketing
ii) Zipping and Zapping
iii) Reach and Frequency
iv) Setting the total communication budget [12 Marks]
c) Give FIVE characteristics of direct marketing. [5 Marks]
d) Marketing managers often cannot exploit all available media. The media selected depends on its capacity to deliver reach, frequency and impact. Enumerate the major advertising medium.[8 Marks]
Question Two
a) Evaluate the pros and cons of using humour as a basis for an advertising
campaign. Find an example of an advertising campaign that supports your argument. [10 Marks]
b) Define Publicity, and state how it differs from Public relations and Advertising. [ 6 Marks]
c) Russell Colley developed a model, DAGMAR. State what DAGMAR stands for and its rationale.
[4 Marks]
Question Three
a) As marketing director of Bidu enterprises, you have been asked to make a presentation to the board of directors on the difference between a push promotion strategy and a pull promotion strategy.
Distinguish between the two and elaborate on the specific sales promotion tools you can employ under each strategy. [15 Marks]
b) Identify some of the risks associated with Sales Promotion [5 Marks]
Question Four
a) Promotion management involves all the activities marketers engage in so as to communicate
effectively about their marketing offers. Enumerate the steps in developing an effective
communication. (12 Marks)
b) Describe any four factors you may consider when choosing the marketing communication mix.
(8 Marks)
Question Five
a) Your first assignment as Marketing manager of Kikwetu enterprises, is to develop an advertising
program. Give a detailed description of your proposed advertising program. (12 Marks)
b) Enumerate the pros and cons of using an In- House advertising agency. (8 Marks)

Marketing Communication Question Paper

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