Marketing Communication Question Paper
Marketing Communication
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2010
UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 208-M : MARKETING COMMUNICATION
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Define the term ‘Marketing Communication’. [ 2 Marks]
b) Marketing Communications is said to aid the exchange process. Describe FOUR forms of
exchanges that depend on communications. [ 4 Marks]
c) Bidu Booksellers spent so much in advertising their store via various media. However marketing
research by a leading firm shows that most of their target customers are unaware of the store, and
those that have heard about it can only recall scanty information from the ad, however they also
seem to make claims that were not on the original ad. The proprietor has come to you for an
explanation on these research findings. Briefly explain why this could have happened. (6 Marks)
d) Define the term ‘marketing communication mix’ and briefly describe its five major modes of
communication. (12 Marks)
e) The content of promotional objectives has also been the subject of considerable debate.
Two distinct schools of though emerge; those that advocate sales related measures as the
main factors and those that advocate communication-related measures as the main
orientation. Elucidate the two schools of thought. [6 Marks]
2
QUESTION TWO
For effective communication, a marketer has to carefully design the message. Give a detailed account
of the 4 stages involved in designing a message. [20 Marks]
QUESTION THREE
a) At a marketing workshop for upcoming entrepreneurs, you have been asked to give a brief talk
on major communication channels. Identify two major communication channels and give
examples of each. [ 10 Marks]
b) Describe the percentage-of –sales method of setting the total promotional budget and state its
advantages and disadvantages [ 10 Marks ]
QUESTION FOUR
a) By use of examples, distinguish between a push versus a pull promotional strategy then
give circumstances that favor the adoption of each. [8 Marks]
b) A good marketer sets out to evaluate the success of his promotional plan after its
implementation. Highlight areas you would address from your target audience in an effort to
evaluate your promotional plan. [12 Marks]
QUESTION FIVE
a) Marketing aims at creating profitable exchanges in order to fulfill customer’s needs and
wants. Marketing communication plays a vital role in creating these exchange networks.
Highlight the role of communication in exchange transactions. [ 10 Marks]
b) Muhanji the managing director of Bidu booksellers has approached you for guidance on
which promotional tool would be the most effective for his business. Describe the major
criteria governing the selection of promotional tools. [ 10 Marks]
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