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Cam 208: Marketing Communication Question Paper

Cam 208: Marketing Communication

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
SECOND YEAR STAGE III EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 208: MARKETING COMMUNICATION
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Describe the following components of the Linear Model of Communication:
(i) Source/Encoding (2 Marks)
(ii) Signal/Channel (2 Marks)
(iii) Receiver/Decoding (2 Marks)
(iv) Response/Feedback (2 Marks)
b) Describe each of the four categories under which people discuss products or
advertising messages. (12 Marks)
c) Outline five of the recent trends affecting purchasing patterns. (10 Marks)
QUESTION TWO
a) (i.) Explain the concept of Marketing as an exchange. (4 Marks)
(ii) Describe the four forms of exchanges. (8 Marks)
b) Describe four of the categories of adopters in relation to the Process of diffusion
(8 Marks)
2
QUESTION THREE
a) As a Marketer, one should endeavor to understand the behaviour of consumers and how
and why they make purchasing decisions. Describe the traditional factors that affect
consumer purchasing behaviour. (10 Marks)
b) Outline five reasons for resistance to Integrated Marketing Communication (IMC).
(10 Marks)
QUESTION FOUR
c) In communicating to the Markets through advertising, outline the characteristics of: i.
Broadcast Media; ii. Print Media; iii. Outdoor Media; iv. In-Store Media; v. Cinema.
(10 Marks)
d) Outline two strengths and two weaknesses of: i. Television. ii. Radio. iii. Billboards and
Street Furniture. iv. Exhibitions. v. Magazines. (10 Marks)
QUESTION FIVE
Describe the tools of the Marketing Communications (the Promotional Mix) (20 Marks)

Cam 208: Marketing Communication Question Paper

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