Question 1:

(a) Illustrate how personal selling and direct marketing can be used to enhance the relationship with customers.

(b) Critically evaluate the use of controversial advertisements by companies. Use examples to support your answer.

Question 2:

(a) Using an example, explain the importance of culture in marketing communications planning.

(b) Outline the factors that need to be considered when setting an advertising budget.

Question 3:

(a) Describe the communication process and discuss the impact of noise and selectivity on this process.

(b) Assess the relevance of evaluation and control in the marketing communication plan.