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Marketing Communication Strategies (Mktg 541) Question Paper

Marketing Communication Strategies (Mktg 541)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

TIME: 3 HOURS
Instructions:
Answer question One and any other three.
Question One
Using relevant examples explain the role of negative and positive appeal in advertising.
(8 marks)
Explain Relman’s model of effective source characteristics and its role in marketing communications.
(8 marks)
Explain the role of the following information in managerial decision making for successful communication.
Source factors
Channel factors
Perception process.
(12 marks)
.
Explain the importance of a firm developing a strong brand for its products or services.
(6 marks)
What is the role of the 4Cs of marketing in developing value addition in marketing communications?
(6 marks)

Question Two
Many companies are increasingly using celebrities in their advertisements and other marketing communications. Explain the key factors that a marketer should consider when selecting a "source" in an advertisement.
(12 marks)
Explain why word of mouth is critical in the success of communication in marketing.
(8 marks)

Question Three
Explain the role of integrated marketing communication (IMC) and describe the choice of an appropriate promotional mix.
(10 marks)
As a marketing manager, explain how you will measure the effectiveness of marketing communication.
(10 marks)

Question Four
Explain the AIDA model and its role in creating customer satisfaction through communication.
(10 marks)
"The dynamic change in technology has posed both opportunities and challenges in the field of advertising." Using appropriate examples discuss this statement.
(10 marks)

Question Five
Discuss the role of the social media and internet in communicating the company offering in Kenya today.
(8 marks)
In developing a promotional campaign, a marketer must take into consideration ethical issues surround each promotional tool. Identify and briefly describe ethical issues to consider when developing
Advertisement
Sales promotions
Direct marketing.
(12 marks)

Marketing Communication Strategies (Mktg 541) Question Paper

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