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Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2009

UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR EXAMINATION
MARKETING COMMUNICATION
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other THREE Questions
QUESTION ONE
a) What is meant by a one-sided versus two sided messages? Discuss some of the reasons marketers mayor may not want to use a two sided message in the marketing communications. (12 Marks)
b) 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. (13 Marks)
QUESTION TWO
What is DAGMAR? Explain how marketers might use DAGMAR in establishing communication
objectives. What are some of the problems associated with the use of DAGMAR? (15 Marks)
QUESTION THREE
a) Describe how preconceived ideas about the source might impact viewer’s perception of an
advertisement. Provide examples. ` (8 Marks)
b) Explain the impact of the technological environment on advertising and promotion. (7 Marks)
QUESTION FOUR
Explain what is meant by zipping and zapping and how they affect television viewing behaviour.
Discuss some of the ways advertisers can deal with the zapping problem. (15 Marks)
QUESTION FIVE
a) Discuss the advantages and disadvantages of advertising on radio. Discuss how radio advertising
might be used by national versus local advertisers. (7 Marks)
b) Why is it easy to create brand loyalty through the radio? (3 Marks)
c) Define the following in relation to electronic advertising
i) VHF
ii) UHF
iii) Clutter

Marketing Communication Question Paper

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