Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway.
SEMESTER 2 EXAMINATION, 2009/2010
Exam Code(s): 1BCE1, 1BCE2, 1BCE5 Exam(s): Forth Year Part-time B.Comm. Degree Mode Code(s): MK 441.4 Module(s) MARKETING COMMUNICATIONS Paper No.: 1. Repeat Paper: ____ Special Paper: ____
External Examiner(s): Professor Christopher Easingwood Internal Examiner(s): Dr. Declan Fleming Ms. Orla Higgins Instructions: Please answer three questions. All questions carry equal marks. Duration: Two hours. No. of Answer Books: Requirements: Handout Other Material No. of Pages: Two including cover page. Discipline(s): Marketing
441.4 MARKETING COMMUNICATIONS Please answer three questions. 1. Define and discuss, giving examples, the fundamental characteristics and underlying
philosophy of Integrated Marketing Communications. 2. Discuss the strengths and weaknesses of two of the following methods of traditional
mass media advertising: (a) Television (b) Newspapers (c) Radio. 3.
(a) Outline the reasons why an organisation would use consumer sales promotions as part of its marketing communications strategy. (50 marks)
(b) Explain sampling and describe three sampling methods that can be used by organisations in order to generate trial usage of products. (50 marks)
(a) What are the benefits of P-O-P displays to both retailers and consumers? (50 marks)
(b) Outline the reasons as to why some P-O-P materials go unused and describe how manufacturers can encourage retailers to use their P-O-P materials. (50 marks)
5. Managing word-of-mouth influence and generating buzz for brands is a key component
of any marketing communications strategy. Discuss.