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Cmk 312: Marketing Communication Question Paper

Cmk 312: Marketing Communication

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2004

COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 312: MARKETING COMMUNICATION
Duration 3 hrs
Instructions: Answer ANY FIVE questions.
Q1. Differentiate between a symbol and an icon. If ideas can be transmitted through symbols, why are there so many cases of misunderstood communications? (20 marks)
Q2. What are the main advantages and disadvantages of integrated marketing communications strategies? Explain the various levels of integration. (20 marks)
Q3. Both objectives and budgets and brand positioning and targeting are necessarily interdependent. Explain these interdependence and provide examples to support your points. (20 marks)
Q4. Explain the integrated model of persuasion. (20 marks)
Q5. Explain why all facets of marketing communication are subject to regulation. Why has a variety of criticisms been leveled against advertising? (20 marks)
Q6. Identify and explain the various levels upon which consumer search behavior on the web operates. Give a classification of the consumer surfing behavior. (20 marks)
*END*

Cmk 312: Marketing Communication Question Paper

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