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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:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 312: MARKETING COMMUNICATION
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) With an aid of well labelled diagram, describe the component of effective communication. (6 marks)
b) Explain various communication objective that Unilever ltd pursue in Kenya Market. (8 marks)
c) Integrated marketing communication is an approach that is widely used by multinational corporation like P&G. explain the factors that lead to its adaptation. (10 marks)
d) Kenyan firms have continuously used internet as form of advertising media. Discuss the advantages and disadvantages of internet media in advertising. (6 marks)
Q2.
a) The main objective of personal selling is the close a sale. Describe various selling process that an organization may use in their selling activities. (12 marks)
b) The role of direct marketing is to communicate directly with target customers. Explain the advantages and disadvantages of using the approach as compared to advertising. (8 marks)
Q3.
a) Explain the methods that a firm would use in deciding on how much to spend on promotion campaign. (8 marks)
b) The success of promotion campaign is determined by how well the objective has been realized. Discuss various methods that can be used to measure its effectiveness. (12 marks)
Q4.
a) Discuss the various tools that an organization may use in public relations to address internal and external publics. (12 marks)
b) In designing promotion campaign, the service of advertising agency is outsourced. Explain the role of advertising agency. (8 marks)
*END*

Cmk 312: Marketing Communication Question Paper

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