KENYA INSTITUTE OF MANAGEMENT

DMM 234: MARKETING COMMUNICATION

Instructions: Attempt any 2 (Two) Questions

TIME: 1(one) Hour

1)

A. Briefly define the term “Integrated Marketing Communications” and enumerate

it’s various tools (5 Marks)

B. Highlight the various benefits of effective IMCs (10 Marks)

2)

A. Advertising is one of the most important promotional elements. Briefly define

advertising using one appropriate local example (5 Marks)

B. Briefly describe the “source factors” that influence communication process (10

Marks)

3) Communication is a key factor in the success of any organization. When it comes to

effective communication, there are certain barriers that every organization faces.

Briefly highlight these barriers while citing relevant examples (15 Marks)

4) Briefly highlight the basic objectives of marketing communications using suitable

illustrations (15 Marks)