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Cam 208 Marketing Communications Question Paper

Cam 208 Marketing Communications

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

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UNIVERSITY EXAMINATIONS: 2010/2011
SECOND YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 208 MARKETING COMMUNICATIONS
DATE: DECEMBER2011 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any Other Two Questions
QUESTION ONE
a) Explain FIVE reasons why most companies have embraced the integrated marketing
communications ( IMC) strategy for promotion of their products and services. (10 Marks)
b) Many companies are increasingly using direct marketing to promote their products and
services. Explain any SIX benefits that may be derived by such organizations. (12 Marks)
c) Bidu company limited, intends to advertise a new health drink that it has just launched.
Describe any FOUR appeals it may adopt to attain its advertising objectives. (8 Marks)
QUESTION TWO
a) Describe five factors that should be considered when choosing a media vehicle for an
advertisement. (10 Marks)
b) As a marketing manager of Bidu enterprises, explain the methods that you will use in setting
your organization’s promotion budget. (10 Marks)
QUESTION THREE
a) Describe the factors that should be considered when selecting an advertising agency
(10 Marks)
b) Explain the role played by the public relations department in an organization. (10 Marks)
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QUESTION FOUR
a) Describe FIVE methods that a marketing manager may use to evaluate the sales people in his
organization. (10 Marks)
b) Explain FIVE circumstances under which the firm would choose to advertise through the radio.
(10 Marks)
QUESTION FIVE
c) Describe how cultural difference might impact viewers perspective of an advertisement.
(10 Marks)
d) Explain the impact of the political and legal environment on marketing communication.
(10 Marks)

Cam 208 Marketing Communications Question Paper

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