MAY 2012 PUBLIC RELATIONS

Instructions to candidates: a) Time allowed: Three hours (plus an extra ten minutes reading time at the start do not write anything during this time) b) Answer any FIVE questions c) All questions carry equal marks. Marks for each question are shown in [ ] 1. What are, in your opinion, the social responsibilities of marketing orientated organisations and how can they discharge their social responsibilities effectively? [20] Discuss the value of Corporate Advertising to the marketing of products and services and provide examples to support your recommendations. [20] Define the term Marketing Public Relations (MPR) and summarise the possible relationships between Marketing and Public Relations. [20] Explain what you understand by the following terms: a) Risk audit b) Brand equity c) Press relations

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Identify TWO popular community relations activities and summarise the contributions they can make to the corporate image of commercial organisations. [20] Discuss the benefits to be derived from an effective Internal Public Relations programme during periods of economic crisis. [20] Marketing orientated organisations need to consider a number of internal and external publics. Discuss this statement and provide examples to support your arguments. [20] Write notes on THREE of the following: a) Consumer sales promotions b) Trade sales promotions c) Press advertising d) Sponsorship of sporting events

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 INSTITUTE OF COMMERCIAL MANAGEMENT