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Mktg 321:Marketing Communication December 2008 Question Paper

Mktg 321:Marketing Communication December 2008

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 321

INSTRUCTIONS:
Attempt question ONE and any other TWO questions.

QUESTION ONE
A. Discuss the factors that have characterized the development of Integrated
Marketing communication. (10 Mks).
B. Using illustrations, discuss the factors to be considered by a marketer in order to
enhance credibility of the source,. (10 Mks).
C. Sales promotion has been criticized as a promotional –tool with a lot of deception.
Illustrate why you would agree with the criticism. (10 Mks).

QUESTION TWO.
A. Dishonesty in advertising destroys the confidence of consumers in the particular
product. There are none the-less , advertisements that are misleading . Cite
examples of misleading issues in advertising. (5 Mks).
B. Discuss the various stages through which latent demand is converted into
effective demand by a salesman. (10 Mks).
C. How does interactive Internet marketing integrate with other promotion tools.
(5 Mks)

QUESTION THREE.
A. Describe the persuasion matrix and explain the controllable variables that a
marketer can manipulate to achieve communication effectiveness (10 Mks)
B. Clearly explain the information processing model and discuss how a marketer can
push the audience to the respective stages in the hierarchy. (7 Mks)
C. What are the three implications of the traditional Hierarchy Models? (3 Mks).

QUESTION FOUR.
A. Information search is the second stage in consumer decision making process.
What should a marketer know about this stage and what can (s)he do to
enhance success in this stage? ( 5 Mks).
B. Distinguish between publicity and Public relations ( 5 Mks).
C. Discuss any five techniques of sales promotion and cite current examples in
each case. ( 10 Mks)

Mktg 321:Marketing Communication December 2008 Question Paper

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