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BM/APR 2011/MKT547/546

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE

MARKETING COMMUNICATION

COURSE CODE

MKT547/546

EXAMINATION

APRIL 2011

TIME

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)
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
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BM/APR2011/MKT547/546

QUESTION 1
Every society has certain ethics, moral and value standards that act as behavioral guidelines
and this will lead to a situation of determining of what is right or wrong. Controversies over
advertising stems from the ways many companies use it as a selling tool and a variety of
ethical criticisms have been leveled against advertising. Using relevant examples, explain
five (5) ethical criticisms against advertising.
(25 marks)
QUESTION 2
In the midst of recent attack by H1N1, your advertising agency has been appointed by the
government to be fully responsible in delivering information and messages to the whole
nation. As the Communication Manager, utilizing the skills in integrated marketing
communication, explain in detail the process of executing the task. You are encourage to
use the Marketing Communication Decision Process Model as the guideline.
(25 marks)
QUESTION 3
a)

Many companies view packaging as an important way to communicate with

consumers and create an impression of the brands in their mind. Explain three (3)
important functions of packaging.
(9 marks)

b)

As a new product manager, you are required to evaluate on one of the company's
new package. With the help of VIEW Model, illustrate how would you implement it.
(16 marks)

QUESTION 4
a)

Define reach and frequency.

(4 marks)

b)

Continuity involves the matter of how advertising is allocated during the course of an
advertising campaign. In ensuring continuity, marketers need to understand and be
able to identify when to be used and for what type of product to be employed by the
strategy. With the aid of a diagram, discuss the three (3) methods of media
scheduling.
(21 marks)

QUESTION 5
With relevant examples, discuss the (5) function of advertising to marketing communication.
(25 marks)
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BM/APR 2011/MKT547/546

QUESTION 6
a)

Sampling is the premier sales promotion device for generating trial usage. It gives
consumer an opportunity to experience the brand personally and allows an active,
hands-on interaction. Nevertheless there are several limitations that need to be
given attention. Discuss five (5) limitations of sampling.
(10 marks)

b)

Using your own example explain any five (5) tools of sales promotion.
(15 marks)

END OF QUESTION PAPER

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