CONFIDENTIAL

BM/APR 2010/MKT547/546

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE

MARKETING COMMUNICATIONS

COURSE CODE

MKT547/546

EXAMINATION

APRIL 2010

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) question.

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.
Please check to make sure that this examination pack consists of:
i)
ii)

the Question Paper

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
Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/APR 2010/MKT547/546

QUESTION 1
a)

Explain what the payoff using integrated marketing communications.

(10 marks)

b)

Faizul is the brand manager for Zurfa laundry detergent, marketed by Proties, and
she is making the brand-level fundamental decisions in the marketing communication
decision process. Discuss what she will be considering.
(15 marks)

QUESTION 2
Identify situations where an advertiser would use in-house advertising operations, fullservice advertising agencies, and a la carte arrangements. Your answer should include a
discussion of the advantages and disadvantages of each of the three alternatives.
(25 marks)

QUESTION 3
a)

List and describe the five functions of advertising.

(10 marks)

b)

The practical budgeting methods most frequently used by both B2B companies and
consumer goods firms in the United States and Europe. Discuss the four practical
budgeting methods.
(15 marks)

QUESTION 4
a)

Positioning with respect to brand benefits can be accomplished by appealing to any

of three categories of basic consumer needs. Name and describe these needs, and
for each type of need, describe an example of a brand for which you think is basing
its brands concept on that need.
(15 marks)

b)

Discuss the three types of green advertising appeals and provide an example of
each.
(10 marks)

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

CONFIDENTIAL

BM/APR 2010/MKT547/S46

QUESTION 5
Assume that you work in the marketing department for a manufacturer of gum. They have
recently developed a brand of sugarless gum that keeps its flavor for an hour. The target
market is teens. Discuss the various distribution methods used to deliver samples. Which
method do you recommend for this manufacturer?
(25 marks)

QUESTION 6
a)

Describe who uses the Yellow Pages and why they use them, and explain how the
yellow pages differ from other advertising media.
(15 marks)

b)

Discuss factors that determine how much a brand placement is worth and thus how
much it should cost a brand marketer to place a brand in a particular movie.
(10marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL