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Guilt Message Appeals - Media and Marketing Communications - Exam, Exams of Marketing

Indian Institute of Forest Management Marketing

Guilt Message Appeals, Integrated Marketing Communications, Gross Rating Points, Points and Frequency, Various Ethical Violations, Criticisms of Advertising, Foster Ethical Marketing, Marketing Communications, Product of your Choice, Communications Strategy are some main points and keywords from questions of this exam paper. Its related to marketing field.

Typology: Exams

2011/2012

Uploaded on 11/26/2012

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AUTUMN (REPEAT) EXAMINATION, 2010/2011

Exam Code(s): 3BC1, 4BC2, 4BC3, 4BC4, 4BC5, 4BF1, 1PIB1, PEM,

1OA1, 1EM1.

Exam(s): Third & Fourth Year B.Comm. Degree

Fourth Year Business Information Degree

Postgrad Diploma International Business

Postgrad Diploma Enterprise Management

Mode Code(s): MK 314

Module(s) MEDIA & MARKETING COMMUNICATIONS

Paper No.: 1

Repeat Paper: X Special Paper: ____

External Examiner(s): Professor Peter Naude

Internal Examiner(s): Dr. Declan Fleming

Dr. Ann M. Torres

Instructions: Question 1 in Section A is compulsory.

Please answer two (2) other questions from Section B.

All questions carry equal marks.

Duration: Two hours.

No. of Pages: Two including cover page.

Discipline(s): Marketing

Course Co-ordinator(s): Dr. Ann Torres

Requirements:

MCQ Release to Library: Yes

Handout

Statistical/Log Tables

Cambridge Tables

Graph Paper

Log Graph Paper

Other Material

Partial preview of the text

Download Guilt Message Appeals - Media and Marketing Communications - Exam and more Exams Marketing in PDF only on Docsity!

AUTUMN (REPEAT) EXAMINATION, 2010/

Exam Code(s): 3BC1, 4BC2, 4BC3, 4BC4, 4BC5, 4BF1, 1PIB1, PEM, 1OA1, 1EM1.

Exam(s): Third & Fourth Year B.Comm. Degree Fourth Year Business Information Degree Postgrad Diploma International Business Postgrad Diploma Enterprise Management

Mode Code(s): MK 314 Module(s) MEDIA & MARKETING COMMUNICATIONS

Paper No.: 1 Repeat Paper: X Special Paper: ____

External Examiner(s): Professor Peter Naude Internal Examiner(s): Dr. Declan Fleming Dr. Ann M. Torres

Instructions: Question 1 in Section A is compulsory. Please answer two (2) other questions from Section B. All questions carry equal marks.

Duration: Two hours. No. of Pages: Two including cover page. Discipline(s): Marketing Course Co-ordinator(s): Dr. Ann Torres

Requirements: MCQ Release to Library: Yes Handout Statistical/Log Tables Cambridge Tables Graph Paper Log Graph Paper Other Material

MK 314: MEDIA & MARKETING COMMUNICATIONS

Section A: Compulsory Question

Define and briefly explain each of the following concepts/terms:

a. Integrated Marketing Communications

b. Gross Rating Points and Frequency

c. Guilt Message Appeals

Section B: Please Answer Two (2) Questions

Advertising is often accused of various ethical violations. Outline the typical criticisms of advertising and the reasons why you believe they arise. Suggest at least two ways in which a firm may foster ethical marketing communications.
As part of a marketing communications plan, one may avail of the “Five Step Programme”. Outline these steps and, using a product of your choice, discuss how it may be applied towards developing a marketing communications strategy.
With respect to advertising on the Internet, compare and contrast the concepts of individualisation and interactivity. Please give an example to illustrate your discussion.
Discuss the useful services point-of-purchase materials provide for all participants in the marketing process: manufacturers, retailers, and consumers. Please give an example to illustrate your discussion.