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Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
SECOND YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 208-M MARKETING COMMUNICATION
(DAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a. Highlight the components of the marketing communication mix. [5 Marks]
b. Write brief notes on the following:
• Need for integrated marketing
• Zipping and Zapping
• Reach and Frequency
• Setting the total communication budget [12 Marks]
c. Give FIVE characteristics of direct marketing. [5 Marks]
d. Marketing managers often cannot exploit all available media. The media selected depends on its
capacity to deliver reach, frequency and impact. Enumerate the major advertising medium.
[8 Marks]
2
Question Two
a. Evaluate the pros and cons of using humour as a basis for an advertising
campaign. Find an example of an advertising campaign that supports your argument.
[10 Marks]
b. Define Publicity, and state how it differs from Public relations and Advertising. [6 Marks]
c. Russell Colley developed a model, DAGMAR. State what DAGMAR stands for and its
rationale. [4 Marks]
Question Three
a. As marketing director of Bidu enterprises, you have been asked to make a presentation to the
board of directors on the difference between a push promotion strategy and a pull promotion
strategy. Distinguish between the two and elaborate on the specific sales promotion tools you
can employ under each strategy. [15 Marks]
b. Identify some of the risks associated with Sales Promotion [5 Marks]
Question Four
a) Promotion management involves all the activities marketers engage in so as to
communicate effectively about their marketing offers. Enumerate the steps in developing
an effective communication. [6 Marks]
b) Describe any four factors you may consider when choosing the marketing communication
mix. [8 Marks]
Question Five
Your first assignment as Marketing manager of Kikwetu enterprises, is to develop an advertising
program. Give a detailed description of your proposed advertising program. [12 Marks]
Enumerate the pros and cons of using an In- House advertising agency. [8 Marks]

Marketing Communication Question Paper

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