Marketing Communication Question Paper

Marketing Communication

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING PROGRAMME
EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 601: MARKETING COMMUNICATIONS

DATE: Tuesday 11th August, 2009
TIME: 2.00 p.m. – 5.00 p.m.

INSTRUCTIONS
Answer any 3 questions.

Q1.
Explain how an advertising campaign can fail to meet its objectives, giving relevant examples. [20 marks]

Q2.
Explain any four factors that a company has to take into account when choosing an appropriate promotion mix to use to convey messages to target audience. [20 marks]

Q3.
A Company intends to prepare a promotion budget. Describe any four methods of drawing promotion budget that it can use. [20 marks]

Q4.
Write short notes on the following:
(1)
Advertising [4 marks]
(2)
Sales promotion [4 marks]
(3)
Public relations and publicity [4 marks]
(4)
Personal selling [4 marks]
(5)
Direct marketing
[4 marks]

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