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Marketing Communication(Mktg 331) Question Paper

Marketing Communication(Mktg 331) 

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010



TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE (compulsory) and any Other TWO Questions

Question 1
a) Define the following terms:
i) Positioning (3marks)
ii) Brand Equity (3 marks)
iii) Attitudes (3 marks)
iv) Differentiation (3 marks) b) What is a Brand? Explain the importance of a firm developing a strong brand name for its products/services. (8marks)
c) Explain Marketing communication and how it works using the AIDA model. (10marks)

Question 2
a) Discuss the steps in developing effective marketing communications. (12 Marks)
b) Explain the push and pull strategies that marketers use to promote their goods. (8 marks)

Question 3
a) State the characteristics of good communication. (10marks)
b) Outline the advantages and disadvantages of using each of these mediums of communication. (10marks)
i) Newspapers
ii) Outdoor
iii) Direct Mail
iv) Television
v) Magazines

Question 4
a) Explain how a consumer can use the Evoked Set Method to search for informatiON. (8 marks) b) What are some of the traditional factors and new trends in the consumer buying environment affect consumer purchasing decisions (12 marks)

Question 5
a) Define integrated marketing communication and discuss in detail each of the elements (15marks) b) Highlight the disadvantages of integrated communication. (5 marks)




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