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BM/APR 2007/MKT546/547

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE

COURSE CODE

EXAMINATION

TIME

: MARKETING COMMUNICATIONS

: MKT546/547

: APRIL 2007

:

3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of six (6) questions.

2. Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3. Do not bring any material into the examination room unless permission is given by the invigilator.

4. Please check to make sure that this examination pack consists of:

i)

the Question Paper

iii)

an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages

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BM/APR 2007/MKT546/547

QUESTION 1

a) Why it is important for marketing communicators to have a deep understanding of consumer behavior?

(5 marks)

b) What are some aspects of consumer behavior that need to be understood by those planning the advertising and promotional programs?

(20 marks)

QUESTION 2

Advertising is a very powerful marketing communications tool and has been the target of considerable criticisms regarding its social and economic impact.

a) With examples, describe five (5) criticisms regarding advertising.

(15 marks)

b) Briefly explain what actions can be taken by companies in order to foster ethical marketing communications?

(10 marks)

QUESTION 3

Sales promotion has been defined as "a direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sales."

a) Discuss any five (5) factors that have led to companies shifting more of their marketing budgets to sales promotion.

(15 marks)

b) Discuss three (3) concerns of this reallocation of marketers' advertising and promotion budgets to sales promotion.

(10 marks)

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BM/APR 2007/MKT546/547

QUESTION 4

a) What is meant by selectivity with regard to the purchase of advertising media? Which medium offers the best selectivity? Justify your answer and provide examples.

(10 marks)

b) One of the advertisers' greatest concerns with TV advertising is clutter. Explain what clutter is and its impact on advertisers. Suggest how advertisers can reduce the problem of clutter.

(15 marks)

QUESTION 5

Assume you are the brand manager for PERODUA. Your company is in the process of launching a new brand of car. When making brand level marketing communications decision, explain why the criteria of fundamental and implementation decisions are important in enhancing brand equity.

(25 marks)

QUESTION 6

a) Define and describe the purpose of sponsorship marketing. Using examples, explain the types of sponsorship marketing.

(10 marks)

b) Using an organization of your choice, identify its main publics or stakeholders. Then comment on why it is important to communicate with each of them.

(15 marks)

END OF QUESTION PAPER

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