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MLY612S - MARKETING COMMUNCATIONS STRATEGY - 2ND OPP - JAN 2020 |
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NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
Management Sciences
MARKETING & LOGISTICS (MARKETING SECTION)
QUALIFICATION: BACHELOR OF MARKETING
QUALIFICATION CODE: 07BMAR
LEVEL: NQF LEVEL 7
COURSE: MARKETING
COMMUNICATIONS STRATEGY
COURSE CODE: MLY612S
DATE: JANUARY 2020
DURATION: THREE (3) HOURS
SESSION: JANUARY
MARKS: 100
28D OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) | MR. S TJITAMUNISA
MR. D HLAHLA
MODERATOR: | MS. A SHIMUAFENI
THIS QUESTION PAPER CONSISTS OF SIX (6) PAGES
(Including this front page)
INSTRUCTIONS
e SECTION A (QUESTION ONE AND TWO) IS COMPUSORY AND MUST BE
ANSWERED BY ALL STUDENTS.
e SECTION A: USE TABLES PROVIDED ON PAGE 6 OF THIS QUESTION PAPER.
MAKE SURE YOU INSERT THE TABLE INSIDE YOUR ANSWER BOOK
e SECTION B: CHOOSE ANY TWO (2) QUESTIONS FROM THE REST OF THE
QUESTIONS AND WRITE CLEARLY AND NEATLY
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SECTION A
Use Table A on page 6 to answer and detach, hand in with your answer sheet.
QUESTION ONE (MULTIPLE CHOICE)
(15x2) = 30 marks
1. Marketing account executives are facing increasing pressures related to:
a. accountability
b. affordability
c. accessibility
d. applicability
2. Which is an example of feedback in a marketing channel?
a. new product development
b. acustomer complaint
c. a decision to begin international operations
d. removing a product from the market
3. In terms of ethical frameworks for reasoning, making decisions based on what is the
greatest good for the greatest number of people is:
a. utilitarianism
b. individualism
c. the justice approach
d. the rights approach
4. A form of law present in many European countries is:
a. moral law
b. theocratic law
c. civil law
d. common law
5. Sponsorships are typically used to accomplish each of the following objectives, except:
a. enhance a company's image
b. increase a firm's visibility
c. increase total product offerings
d. differentiate a company from its competitors
6. Which format has experienced increased usage in sponsorship programs?
a. television advertising
b. hits
c. blogs and social media
d. public relations
7. When a firm supports a specific event, such as the Special Olympics, it is:
a. sponsorship marketing
b. event marketing
c. cause-related marketing
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d. tie-in marketing
When McDonald's makes an advertising claim that the company offers the best-tasting
hamburgers, the practice is known as:
a. acode of ethics violation
b. misleading and deceptive advertising
c. puffery
d. cross-promotions
The hierarchy of effects model:
a. only works in the correct sequence of the model
b. is designed to build recall more than an actual purchase decision
c. clarifies the advertising approach to use by showing what to emphasize during
each stage of the model
d. leads to impulse buying decisions if applied correctly
10. Feeling good after making a purchase from a company with a strong and positive image
is an example of:
a. an impulse buy
b. psychological reinforcement
c. cognitive dissonance
d. brand metrics
11. Which component of an attitude contains the feelings or emotions a person has about a
product?
a. affective
b. cognitive
c. conative
d. rational
13, It is important that the image being projected by a company's marketing messages:
a. reinforce the competition's concept of the image
b. accurately portray the firm and coincide with the goods and services being offered
c. be consistent with what consumers already believe about the firm
d. coincide with what competitors are doing
13. Aubrey does not like to purchase anything online because she does not want cookies
tracking her Web activity and then using it to market products to her. This is an example
of which e-commerce concern?
a. seller opportunism
b. security issues
c. changing purchasing habits
d. privacy issues
14, When a new music store distributes literature and free key chains at a rock concert, the
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group is engaging in:
a. lifestyle marketing
b. an illegal act
c. asponsorship program
d. public relations' activities
15. Which model of evaluation of alternatives suggests consumers buy brands they like best or
connect with emotionally?
a. cognitive mapping
b. multiattribute
c. affect referral
d. evoked-set
QUESTION TWO (TRUE/FALSE)
(10x2) = 20 marks
Use Table B on page 6 to answer and detach, hand in with your answer sheet.
2.1 Televisions carrying advertisements and billboards that are available for new adverts are
examples of senders in the communication process.
2.2 When a customer smells a perfume sample in a magazine while reading an advert, decoding
is taking place.
2.3 Retaining current customers is more expensive than gaining new customers.
2.4 A decorative model is a person who adorns a product as a sexual or attractive stimulus but
has nothing to actually do with the product.
2.5 Customers today value a low price over personalized marketing efforts.
2.6 A cognitive map explains how much time a person spends in external search for information
based on the person's ability to search, time to search, and how much the individual likes
shopping.
2.7 The evoked set in a purchase decision consists of brands that have been purchased
previously.
2.8 Experiential marketing combines direct marketing, buzz marketing, and sales promotions
into a single consumer experience.
2.9 Brand engagement typically focuses on direct mail and toll-free numbers to drive customers
to e-commerce sites to make purchases.
2.10 Three types of incentives can be used to encourage customers to make online purchases:
financially-based incentives, convenience-based incentives, and price-based incentives.
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SECTION B
QUESTION THREE (25 Marks)
An increasing number of marketing—oriented companies have established new responsibilities
for public relations. In this new role public relations is seen as adding more value to the
marketing activities as it takes on a much broader and more marketing- oriented perspective, a
scenario that some marketing commentators refer to as marketing public relations (MPR)
function. Discuss in detail any, SIX (6) ways, how marketing public relations adds value to the
integrated marketing program.
QUESTION FOUR (25 Marks)
4.1 What is viral marketing, how can TN Mobile effectively use viral marketing?
5 marks
4.2 What is cyberbait? What are the three main forms of cyberbait?
10 marks
4.3 Imagine being approached by the owner of a small clothing boutique in Katutura. She has
heard about guerrilla marketing and wants to try it. First, why should she use guerrilla
marketing? Second, what guerrilla marketing techniques would you suggest?
5 marks
4.4 Why don’t you shop online; what concerns do some consumers still have about e-commerce?
5 marks
QUESTION FIVE (25 Marks)
5.1 Discuss the key components of the marketing communications strategy and planning process
and how they aid effective marketing communications?
(20 marks)
5.2 Discuss how marketing communications strategy and planning relates hierarchically to other
strategy (corporate, competitive and marketing).
(5 marks)
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DETACH AND HAND IN WITH YOUR ANSWERSHEET
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Multiple Choices
Table A
(15x2) = 30 marks
True or False Table B
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2
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4
9
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10
(10x2) = 20 marks