Marketing Communication Question Paper

Marketing Communication

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR STAGE 3 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 208: MARKETING COMMUNICATIONS
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
1. By use of a diagram, explain the nine elements of the marketing communication process.
[10 Marks]
2. Enumerate the steps involved in developing effective communications. [ 10 Marks]
3. The objective of the marketing message could be to seek any of three desired responses. Discuss
[ 10 Marks]
QUESTION TWO
a) Describe any FOUR major communications functions. [ 8 Marks ]
b) One of the most difficult marketing decisions is how much to spend on promotion. Describe four approaches
to establishing the total marketing communications budget. [ 12 Marks]
QUESTION THREE
a) Give a brief account of the communications model. [ 12 Marks ]
b) Highlight the personal communication channels [ 8 Marks ]
QUESTION FOUR
a) With the use of examples discuss the marketing communication mix. [ 10 Marks]
b) Discuss the factors you would consider in setting the marketing communication mix. [ 12 Marks]
QUESTION FIVE
a) Integrated marketing communications is key in todays marketing communications. Discuss.
[ 10 Marks]
b) Marketing flows, including information flows are a network, which has as its sole purpose, the
satisfaction of customer needs and wants. Give an account of the role of Communication in these
exchange networks. [ 10 Marks]

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