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Ins215:Principles And Practices Of Marketing Communication Question Paper

Ins215:Principles And Practices Of Marketing Communication

Course:Bachelor Of Science In Information Science

Institution: Moi University question papers

Exam Year:2014

MOI UNIVERSITY
OFFICE OF THE CHIEF ACADEMIC OFFICER
UNIVERSITY EXAMINATIONS
2013/2014 ACADEMIC YEAR
SECOND YEAR SECOND SEMESTER EXAMINATION
FOR THE DEGREE OF
BACHELOR OF SCIENCE
IN
INFORMATION SCIENCES
COURSE CODE: INS 215
COURSE TITLE: PRINCIPLES AND PRACTICES OF MARKETING COMMUNICATION
DATE: 10TH SEPTEMBER, 2014 TIME: 9.00 A.M. – 11.15 A.M.

INSTRUCTION TO CANDIDATES
• SEE INSIDE

THIS PAPER CONSISTS OF (2) PRINTED PAGES PLEASE TURN OVER
MOI UNIVERSITY
SCHOOL OF INFORMATION SCIENCES
DEPARTMENT OF PUBLISHING AND MEDIA STUDIES
SECOND SEMESTER 2013/2014 ACADEMIC YEAR EXAMINATIONS
COURSE CODE: INS 215 TIME: 2 Hrs 15 Mins
COURSE TITLE: PRINCIPLES AND PRACTICES OF MARKETING COMMUNICATION ==============================================================================
INSTRUCTIONS TO CANDIDATES:
• Answer any THREE questions
• All questions carry equal marks [20 marks]

1.
a. What is marketing communications mix?
b. Using relevant examples, discuss any FIVE major factors that should be taken into account when selecting different marketing communications tools.
2.
a. What is brand positioning as used in marketing communications?
b. Discuss any FIVE strategies that marketing communicators can use to position brands.
3. Discuss FIVE major reasons that make some marketing communicators critize the product life cycle concept.
4. Explain the major characteristics that set apart personal selling from other marketing communications tools.
5.
a. Differentiate between corporate image and corporate identity as used in marketing communications
b. Describe any FOUR types of an organization’s image recognized in marketing communications.

Ins215:Principles And Practices Of Marketing Communication Question Paper

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