UNIVERSITI TUNKU ABDUL RAHMAN

ACADEMIC YEAR 2019/2020

MAY 2020 TRIMESTER
FINAL ASSESSMENT

ANSWER SCRIPT

Candidate is required to fill in ALL the information below:

Name : Chin Shet Yee
(as stated in Student Identity
Card)

Faculty /Institute/ Centre: FAM Programme: Bachelor of International

Business

Index No. (in numbers): U00497KBINF Index No. (in U zero zero four nine seven
words): KBINF

Course Code: MPU33273 Course Marketing Communication

Description:

Submission Date: 18/5/2020 Time: 2pm

FOR EXAMINER’S USE ONLY

QUESTION NUMBER MARKS
Internal External
Question 1
Question 2 (i)
Question 2 (ii)

TOTAL MARKS
 Final Assessment Declaration Statement

DECLARATION

I, Chin Shet Yee, Student ID. 1704589 hereby solemnly and fully declare and confirm that during
my programme of study at Universiti Tunku Abdul Rahman, I shall abide and comply with all the
rules, regulations and lawful instructions of Universiti Tunku Abdul Rahman and endeavour at all
times to uphold the good name of the University.

I hereby declare that my submission for this Final Assessment is based on my original work, except
for citations and quotations which have been duly acknowledged. I am fully aware that students
who are suspected of violating this pledge are liable to be referred to the Disciplinary Committee
of the University.

Programme: Bachelor of International Business

(Digital) Signature: __________________________

Student’s I.C. No: 990409-14-6546

Date of Submission: 18/5/2020

Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 1

Q1.
The consumer-oriented sales promotion techniques that maintain customer engagement is
sampling. Sampling is most effective when the products are low unit value so that the sample does
not involve high cost. It is also effective when the products can divide into small packet or size
that can achieve the benefits and features of the products. The advantage of sampling include
providing an opportunities to the customers to try new products. It can produce more trial rate
compared to other promotion techniques. In addition, customers can experience the brand direct
which they are hesitating to buy the product. On the other hand, the limitations such as the cost of
the sample given can only be covered after the consumers become regular users. It may also require
a huge amounts of product to achieve the result in the sample forms. The sampling method include
door-to-door sampling which is the sample are sent to the letter box of the consumers. There is
also sampling through the internet and social media which a promoter will guide the consumer to
like the Facebook page and the consumers will get the sample of the products. For instance, Sunsilk
may require the consumers to like the Facebook page and distribute the sample to them.
The second consumer-oriented sales promotion techniques is couponing. Couponing is the
most old and wide used sales promotion tool. This is the most effective way to attract the customers
as 13% of the consumers use coupon frequently among 90% of them use the coupons. The coupon
distribution include freestanding inserts (FSIs), direct mail, in or on pack coupons and in-store
couponing. Freestanding inserts (FSIs) is a booklet that containing some coupons in the
newspapers. For instance, McDonald promotion can cut off from the newspapers and redeem the
special promotion. The direct mail is the booklet that sent to the house like Amway coupon booklet.
Amway members can get a booklet every month and they can receive some promotion from the
coupon booklet. In or on pack coupon is a coupon theta attached in the package of a product.
Domino’s pizza will attach a coupon on the pizza box if the delivery time is late. While in-store
couponing is coupons that distribute in a retail environment. The coupon of Burger King can get
easily from the counter of 99 speedmart.
The next consumer-oriented sales promotion techniques is contests and sweepstakes.
Contests is enable consumers to use their skills or capability to compete for prizes or money. The
winners will determined by the criteria that the consumers have fulfilled. Sweepstakes is the
Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 2

promotion that winners are determined by chance. Winners are choose randomly from the pool
and it is not required any proof of purchase to participate the sweepstakes. The limitation of
contests ad sweepstakes is it does not present the reason of the person that fail to win. It is also do
not contribute to consumer franchise building. For instance, Petron petrol station have organize a
sweepstakes before, which is a lucky draw to win a car, engine oil and some cash. Among so many
people to participate, there is only 5 person can win from the lucky draw.
In addition, loyalty programs is one of the sales promotion techniques to attract more
consumers. Loyalty programs is a program that enable customers to cumulate the points from
buying the products or services. Nowadays, the loyalty programs becomes more general in many
industries. Basically, this program is going to develop high customer retention in a profit-making
situation through improving the satisfaction and value of particular customers. The loyalty
programs also encourage more customers to continue use the products or services. There are many
consumers abort for this loyalty programs because it takes long time to collect the reward points.
Credit card or some point card like Bonus Link enable customers to collect point by using the cards
and it can use the point to redeem some valued products, but it is very difficult to collect the point.
However, many customers may abort to collect the points.
Last but not least, event marketing is also a sales promotion techniques. Event marketing
is an event that link to company or brand that execute experience for the customers and promote
the products and services at the same time. The event sponsorship is also an event that link to the
company or brand and provide financial support to the company in order to display a brand name,
logo, or message of the advertising and it is act as a supporter for the event. For example, there is
a free check up in the breast cancer campaign during Mother’s day or Father’s day.
Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 3

Q2 (i).
Nowadays, men are more involve in the household chores, maintenance or even parenting
with their spouse. The way that a men dedicate to the household chores, maintenance and are
significant to the family and there are two related issues of family-oriented policies. According to
Lamb (2010), a study show that the time that a father invest in child care with their spouse indicate
a positive effect toward the performance of the child. The daily actions and interplay behaviour of
a father with their children influence mental health and development of cognitive of a child. Again
from Lamb (2010), the contribution of men to housework and all the maintenance is a long term
concern to the equality of gender of the labour division. The involvement of men in household
chores provide sentimental and tool buttress to women and it is also provide benefits to the children
indirectly. Besides that, the contribution of men to the daily household work has proved that it is
a significant factor that enable women to maintain the pathway of their work (Langner, 2015).
The interaction of a father with their children is the strongest factor due the child-oriented
based. A child can receive more love from their parents if a man parenting their child with a
woman. From parenting a child with spouse, this can indicate that a positive effect on the
psychological physiological in a child. They may show off that their parents provide sufficient
love and care to them. The action of a man like feed and care the child at night can also complete
the other jobs in the same time. Men can discuss with the women in who feed the child at night
and the other one feed another night. Meanwhile, this is same as the household work as well.
In addition, this referred to as a responsibility of men to help women in carrying out the
household chores and child care. This is because of most of the families are dual toilsome family
nowadays as both parents are working hardly. Both of them are very stress from work, therefore
men are supposed to do some household chores to reduce the burden of women. In the same time,
men can feel the difficulties of doing household chores and child care as this is the daily routine
of women. However, men will appreciate the actions that have done by women for them.
In conclusion, the involvement of men in the responsibility of household chores,
maintenance and parenting child is a good behaviour to maintain the relationship of the family. It
is due to the interaction in the house between the family members and reduce the burden of each
other. Besides that, this action indicate a warm and love to the children and women as not like
Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 4

some men are playing digital games all the times. At the same time, men and women is able to
focus on the work as the household chores burden is sharing within each other.

Q2 (ii).

Nowadays, men are more involve in the household chores, maintenance or even parenting
with their spouse. The way that a men dedicate to the household chores, maintenance and are
significant to the family and there are two related issues of family-oriented policies. According to
Lamb (2010), a study show that the time that a father invest in child care with their spouse indicate
a positive effect toward the performance of the child. The daily actions and interplay behaviour of
a father with their children influence mental health and development of cognitive of a child. Again
from Lamb (2010), the contribution of men to housework and all the maintenance is a long term
concern to the equality of gender of the labour division. The involvement of men in household
chores provide sentimental and tool buttress to women and it is also provide benefits to the children
indirectly. Besides that, the contribution of men to the daily household work has proved that it is
a significant factor that enable women to maintain the pathway of their work (Langner, 2015).
The interaction of a father with their children is the strongest factor due the child-oriented
based. A child can receive more love from their parents if a man parenting their child with a
woman. From parenting a child with spouse, this can indicate that a positive effect on the
psychological physiological in a child. They may show off that their parents provide sufficient
love and care to them. The action of a man like feed and care the child at night can also complete
the other jobs in the same time. Men can discuss with the women in who feed the child at night
and the other one feed another night. Meanwhile, this is same as the household work as well.
In addition, this referred to as a responsibility of men to help women in carrying out the
household chores and child care. This is because of most of the families are dual toilsome family
nowadays as both parents are working hardly. Both of them are very stress from work, therefore
men are supposed to do some household chores to reduce the burden of women. In the same time,
men can feel the difficulties of doing household chores and child care as this is the daily routine
of women. However, men will appreciate the actions that have done by women for them.
Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 5

In conclusion, the involvement of men in the responsibility of household chores,

maintenance and parenting child is a good behaviour to maintain the relationship of the family. It
is due to the interaction in the house between the family members and reduce the burden of each
other. Besides that, this action indicate a warm and love to the children and women as not like
some men are playing digital games all the times. At the same time, men and women is able to
focus on the work as the household chores burden is sharing within each other.
Index Number (in figure): U00497KBINF Course Code: MPU33273 Page: 6

Reference

Five do's and don'ts when advertising to men. (2015, July 28). Ad Server, Ad Serving & Banner
Ad Manager Solutions - AdSpeed.com. https://www.adspeed.com/Blog/Five-dos-donts-
advertising-men-1748.html

King, M. B. (2010). Michael lamb (ed): The role of the father in child development, 4th edn. Child
and Adolescent Social Work Journal, 26(2), 175-178. https://doi.org/10.1007/s10560-008-
0137-x

Langner, L. A. (2015). Within-couple specialisation in paid work: A long-term pattern? A dual

trajectory approach to linking lives. Advances in Life Course Research, 24, 47-65.
https://doi.org/10.1016/j.alcr.2015.02.002

UTAR. (n.d.). Chapter 16 Sales Promotion.