Each Question carries 5 Marks.

1. Compare TV & Radio as Advertising media and the importance of these

factors to major Advertisers such as Automobile Companies OR
packaged-goods Marketers.

2. Discuss the role of Newspapers & Magazines in the development and

implementation of IMC. What advantages are offered by each Medium ?

3. Explain why companies adopting Direct Marketing have been

successful ? Describe the conditions that contribute to the successful
implementation of Direct Marketing.

4. Why companies have increased their use of infomercials ? Explain their

strategies.

5. Explain the different forms that Advertisers might use Advertising on the
Internet. Discuss the advantages and disadvantages.

6. Explain the role of Internet in the IMC program.

7. Discuss how Sales Promotion can be used as an acceleration tool that

speed up the selling and purchasing process and increase companies Sales
volume.

8. Explain trade oriented Sales Promotion. Discuss the various types of

trade promotions and reasons why marketers use them.

9. Explain why Public Relations and Publicity may have more impact on
the consumer than other IMC program elements.
10.Discuss the advantages that the Internet offers for those responsible for
conducting Public Relation activities.

11.Discuss the ways that Sales people can use Advertising to help them sell
more.

12.Explain the dyadic communication. Why is this an advantage over other

media ?
 13.Discuss some of the aspects of the communication program that
advertising may wish to test. Provide some examples.

14.Differentiate between Lab Test and Field Test. When should each be
employed ?
------------------------------------------------------------------------------------------------------------------------------------