Marketing Communications Strategies Question Paper
Marketing Communications Strategies
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2010
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 601: MARKETING COMMUNICATIONS STRATEGIES
DATE: WEDNESDAY, 24TH NOVEMBER 2010
TIME: 5.30P.M – 8.30 0.M
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INSTRUCTIONS:
Answer Question ONE and any other THREE questions.
QUESTIONS ONE
(a)
Examine the reasons for the increasing importance of integrated marketing communication perspectives in planning and executing advertising and other promotional programs. [15 marks]
(b)
Company ABC has come up with a new product called KAKIT detergent. Suggest the major advertising decisions that the company can come up with in order to promote the product. [ 15 marks]
QUESTION TWO
Examine how the various marketing and promotional elements are coordinated for effective marketing communication. [ 10 marks]
QUESTION THREE
Discuss how the consumer decision process is affected by integrated marketing communication strategies. [ 10 marks]
QUESTION FOUR
Discuss how external environmental factors and situational determinants affect consumer behaviour in relation to integrated marketing communication. [ 10 marks]
QUESTION FIVE
Examine the nature of the consumer’s cognitive processing of marketing communications. [ 10 marks]
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