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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:2011

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

Question 1
a) Analyze the role of Integrated Marketing communication in the mobile phone industry in Kenya describing the extent to which each promotional mix element is utilized by the main players in the industry. (10marks)
b) Many companies are shifting to the use of celebrities in advertisements. The celebrity therefore becomes the “source” while the customer becomes the “receiver” in the communication process. Using examples, discuss the factors to consider when selecting the celebrities to use as a source. (10marks)
c) Using examples, discuss the various types of sales promotions that targets the ultimate consumer. (10marks)

Question 2
a) Using examples, discuss the various techniques used by advertisers when executing their advertisements. (10marks)
b) With reference to the attached advert copy, discuss the creative tactics used when developing print adverts. (10marks)

Question 3
a) In order to appeal to the target market, communication must be persuasive enough. Using examples discuss the factors that you consider when designing a persuasive communication. (10marks)
b) Branding plays a critical role in marketing communication. Using examples, discuss the benefits of branding to the marketer and the buyer. (10marks)

Question 4
a) Discuss the use of FEAR and HUMOUR appeals in advertising. Use examples to support your arguments. (6marks) b) Compare and contrast TV and Radio as advertisement media. (10marks)

Question 5
a) Distinguish between public relation and publicity. (4marks)
b) Explain the advantages and disadvantages of e-marketing as a communication tool. (6marks)
c) Explain the reasons why word-of-mouth is a powerful source of information. (10marks)

Marketing Communication(Mktg 331) Question Paper

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