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Marketing Communication(Mktg 331) I Question Paper

Marketing Communication(Mktg 331) I

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) Many companies are continuously using celebrities to advertise their products and services. Describe the various factors/qualities that a company should consider when selecting the best celebrity to use in adverts. (10marks)
b) In order to appeal to the target market, a communication must be persuasive enough. Describe the factors that a marketer should consider in order to make an advert persuasive. (10marks)
c) Describe the concept of Integrated Marketing Communication (IMC), outlining its importance to a marketer. (10marks)

Question 2
a) Describe the TEN advert execution techniques used by advertisers. (10marks)
b) Discuss the various types of sales promotions targeted to the ultimate consumer. Use examples to illustrate. (10marks)

Question 3
a) Using examples, describe the Marketing Communication Planning Process. (14marks)
b) Describe the advantages and disadvantages of using television as an advertising media. (6marks) Question 4
a) Using examples, describe the strengths and weaknesses of Sales Promotion as a promotion mix tool. (8marks)
b) Many companies use advertising agencies services, rather than establishing their own advertising department. Discuss the advantages and disadvantages of using advertising agencies. (12marks)

Question 5
a) Explain the reasons behind the increased use of word of mouth as a powerful source of information. (10marks)
b) Packaging is an important tool in communicating to the target market using examples describe the factors that a marketer should consider when designing a good package.(10marks)

Marketing Communication(Mktg 331) I Question Paper

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