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Marketing Communication Strategy(Mktg 334) Question Paper

Marketing Communication Strategy(Mktg 334)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other two questions.
Question One
Explain five key considerations when selecting celebrities for use in advertisements.
(10 Marks)

What is a brand? Explain the importance of a firm developing a strong brand name for its products.
(8 Marks)

Explain marketing communications and how it works using the AIDA model.
(12 Marks)

Question Two
"Marketing communication is a necessary evil." Discuss. (20 Marks)

Question Three
Discuss five approaches of preparing a communication budget.
(10 Marks)

Using relevant examples, explain five consumer promotion strategies.
(10 Marks)

Question Four
Briefly discuss the model used in designing communication objectives.
(15 Marks)

Explain ways that consumers use to reduce dissonance.
(5 Marks)

Question Five
Using relevant examples, assess how the communication mix strategy changes as the product moves through the various stages of the product life cycle.
(12 Marks)

Briefly discuss the promotion mix elements.
(8 Marks)

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