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Mktg 321:Marketing Communication March 2009 Question Paper

Mktg 321:Marketing Communication March 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

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
Angela is young diploma graduate of Jusin University where she did a Beauty and Hair
dressing course. She started business two weeks ago and so far no client has visited the
salon. She is situated in a strategic busy street and has modern machines and qualified
personnel. She has approached you for advice and upon investigations you discover that
the element of promotion is lacking in her marketing activities.
a) Write a short proposal to Angela assisting her to come up with an appropriate
promotion strategy for her new business (small enterprise). (10mks)
b) Advertising has been criticized as a social waste. Discuss the various causes of
waste in advertising. (10mks)
c) Discuss the concept of Integrated Marketing communication and what it entails.
(5mks)
d) What are the advantages of outsourcing promotion services? (5mks)

QUESTION TWO.
a) Explain the importance of consumer decision making process to a marketing
communication manager. (10mks)
b) Describe the AIDA model. (5mks)
c) Justify the interactive internet communication as a medium as well as a marketing
communication tool. (5mks)

QUESTION THREE
a) How would you enhance the credibility of a source as a marketing communication
manager? (10mks)
b) Cite examples of current advertisements that have enhanced the credibility of the
source and explain how it has been done. (5mks)
c) Under what circumstance would you use comparative advertising? (5mks)

QUESTION FOUR
a) Discuss the factors that have led to the growth of direct marketing. (8mks)
b) Despite the growth of Direct marketing there are still limitations to this mode of
communication. Discuss. (5mks)
c) Distinguish between public relations and publicity as elements of promotion.
(5mks)
d) Cite two recent examples of products that have appeared on the mass media
through publicity either on positive or negative grounds. (2mks)

Mktg 321:Marketing Communication March 2009 Question Paper

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