Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR EXAMINATION
MARKETING COMMUNICATION
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
(i) With the aid of a diagram explain the basic model of marketing communication. (10 Marks)
(ii) Briefly discuss the different barriers to effective marketing communication process. (10 Marks)
(iii) Briefly explain the DAGMAR approach in determining the communication objectives.
(10 Marks)
QUESTION TWO
(i) Using relevant examples, explain the major promotion budgeting approaches that are used in
any marketing communication programme. (10 Marks)
(ii) Explain the concept of integrated marketing communication (IMC). (10 Marks)
QUESTION THREE
(i) Distinguish between the centralized system and the decentralized system in advertising and promotion (10 Marks)
(ii) Discuss the pros and cons of using an outside advertising agency for an organization’s
promotional needs. (10 Marks)
QUESTION FOUR
(i) Give four reasons why TV advertising would be ideal for promoting a new brand of Juice “Wa syk
Juice”. (6 Marks)
(ii) Why is it easy to create brand loyalty through the radio? (5 Marks)
(iii)Distinguish between Reach, Frequency and Impact as used in the selection of marketing
communication channels. (9 Marks)
QUESTION FIVE
i) Compare and contrast personal and non-personal communication channels (5 Marks)
ii) Compare and contrast objective-and-task and competitive parity methods for setting a promotion
budget. What are their major drawbacks? (7 Marks)
iii) Push and pull marketing strategies comprise the two options available to marketers interested in getting their products into the hands of customers. Discuss the two strategies showing their differences. (8 Marks)

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