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CORK INSTITUTE OF TECHNOLOGY INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ Winter Examinations 2013 Module Title: Integrated Marketing Communications Module Code: MRKT7013 School: School of Business Programme Title: Bachelor of Business in Marketing – Year 3 Bachelor of Business (Honours) in Marketing – Year 3 Programme Code: BMKTG_7_Y3 BMKTG_8_Y3 External Examiner(s): Mr. Cyril Gavaghan Internal Examiner(s): Ms. Lisa Scannell Instructions: Answer any 2 questions. All questions carry equal marks. Illustrate your answers using relevant examples and diagrams. Duration: 2 hours Sitting: Winter 2013 Note to Candidates: Please check the Programme Title and the Module Title to ensure that you are attempting the correct examination.Please indicate the name of your lecturer for this module. If in doubt please contact an Invigilator. Answer any 2 questions All questions carry equal marks Q1. “Public Relations concerns building good relations with the company’s various publics by obtaining favourable publicity, building up a corporate image and handling unfavourable rumours, stories and events” (Kotler et al, 1996). Explain the role of public relations and discuss the key PR tools available to organisations. Q2. (50 marks) “The increasing cost of hosting major international events, particularly in the sporting arena, has encouraged organisation committees to seek assistance from corporate sector through the provision of a range of financial and/or material sponsorship opportunities. In order to avoid dilution of the benefits of the sponsorship through the involvement of direst competitors, category exclusivity is common at major events. However, this creates a dilemma for competitors who wish to use the event for marketing purposes”, (Jobber and Fahy, 2011). (a) Discuss ambush marketing and identify strategies that organisations can use to ambush events. Illustrate your answer using relevant examples. (30 marks) (b) Identify the reasons why sponsorship is such a popular element of the marketing communications mix. (20 marks) (50 marks) Q3. Marketers need to find where people are congregating online and needs to engage them in a meaningful way. Discuss the use of social media in marketing communications. Choose an organisation and examine the use of social media in its promotional strategy. Q4. (50 marks) Effective advertising is usually creative. It differentiates itself from the mass of mediocre advertisements; it is somehow different and out of the ordinary. Discuss this statement and illustrate your answer using relevant examples. (50 marks)