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Mktg 321:Marketing Communication August 2010 Question Paper

Mktg 321:Marketing Communication August 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 321

INSTRUCTIONS:
Answer Question ONE and any other TWO Questions.
QUESTION ONE
You are a head of a small marketing communication firm in a developing country in Kenya and
among your clients are a number of manufacturers of convenience goods such as bathing soaps,
toothpaste, instant noodles, canned meals, insect sprays, soft-drinks and snacks who have used
advertising effectively to reach the urban population. They are convinced that there is largely
untapped market of rural and tribal people beyond the reach of the limited mass media such as
newspapers, radio and television. You are aware that there is a tradition of entertainment by
travelling drama and musical troupes in those areas of the country.
Required
i. What would be your immediate reaction to that allegation? (4mks)

ii. How might you use a similar troupe (as defined above) for direct marketing (DM) to such
geographically remote market segments? (12mks)

iii. Give the advantages and disadvantages of direct marketing (10mks)

iv. How does DM differ from internet marketing (4mks)

QUESTION TWO
i. Mention at least 5 types of consumer and trade sales promotions (5mks)

ii. Which sales promotion techniques are the most effective and in which circumstances?
(10mks)
iii. Why are sales promotions growing in popularity? (5mks)

QUESTION THREE
i. Define public relations and publicity (4mks)

ii. What are the Audiences for PR efforts (6mks)

iii. Show clearly the PR and tools and their application (10mks)

QUESTION FOUR
i. Explain any one theory of learning that has contributed greatly to marketing
communications. (10mks)
ii. Discuss the rationale behind ‘integrated marketing communication’. (10mks)

Mktg 321:Marketing Communication August 2010 Question Paper

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