QUESTION 7 KOM 5325: INTEGRATED MARKETING COMMUNICATION (20 Marks)

2011

7a. What is the concept of Integrated Marketing Communications (3 marks)

7b. Describe the major trends that are changing the advertising and promotions
landscape in this new era of the Information Communication Technology. Include
relevant examples to support your description (7 marks ).
7c. Based on the company that you were attached to, describe some integrated
marketing communications activities organized by the company (10 marks).

8 feb 2012
7.1 Discuss the contribution of the new media to the development of Integrated Marketing
Communications (10 marks).
7.2 List and explain four tools of Integrated Marketing Communications (10 marks).

22 june 2012
7 The tremendous growth in the Information Communication Technology has contributed
significantly to the development of Integrated Marketing Communications. Discuss the
technological contribution to the practices of IMC in Malaysia. Include relevant local
example to support your discussion (20 marks)

20 jul 2012

7 The differences between public relations and marketing remain in place, although both
now refer to public as "stakeholders" because the idea is that many individuals and
groups may have a "stake" in the organizations policies and actions. Compare these
two definitions.
Integrated Marketing Communication (IMC) is defined as a management concept that
is designed to make all aspects of marketing communication such as advertising, sales
promotion, public relations, and direct marketing work together as a unified force,
rather than permitting each to work in isolation (Nowak and Phelps, 1994, Don Schultz
and Heidi Schultz, 1998, Stacks and Salween, 2008).
Public Relations Definition:  Public relations involves responsibility and responsiveness
in policy and information to the best interests of the organization and its public
(Newson et al., 1989, p.2).
Based on the two definitions provided, compare these two definitions. Discuss the
similarities and differences. Include example of at least two of the Government-Linked
companies (GLCs) in the country that are currently practicing both practices.
Your answer should detail Four (4) similarities and Four (4) differences with at least
four examples from Two (2) GLCs.

June 2013
7. The tremendous growth in the Information Communication Technology especially in
the field of broadcasting has contributed significantly to the development of
Integrated Marketing Communications and particularly in conducting promotional
activities.
a) Discuss the technological contribution of the broadcasting industry to
the practices of promotional management in Malaysia. Include relevant
local example to support your discussion (10 marks).

b) Critically evaluate the advantages and disadvantages of these new

broadcasting channels that can be used in communicating messages to
consumers (10 marks).

Jul 2013

7. Advances in technology and communications have dramatically changes

marketing. Consumers may be reached in a variety of ways. Engaging
consumers requires an entirely new, carefully integrated approach. Reasons
for this shift to greater integration of advertising and marketing
communications programs are i) advances in information technology, ii)
changes in channel power, iii) increase in global competition, and iv) increase
in brand parity. Discuss the above-notion by including relevant examples. (20
marks)

June 2014

7 The tremendous growth in the Information Communication Technology

especially in media industry has contributed significantly to the development
of Integrated Marketing Communications and particularly in conducting
promotional activities.

7a. Discuss the technological contribution of the media industry to the practices of
promotional management in Malaysia. Include relevant local example to
support your discussion (10 marks).

7b. Critically evaluate the reasons on the reduced dependence on the mass
media by marketers today. Include relevant example to support your
discussion (10 marks).

Juli 2014
7. Advances in technology and communications have dramatically changes marketing.
Consumers may be reached in a variety of ways. Engaging consumers requires an
entirely new, carefully integrated approach. Reasons for this shift to greater
integration of advertising and marketing communications programs are i) advances in
information technology, ii) changes in channel power, iii) increase in global
competition, and iv) increase in brand parity. Discuss the above-notion by including
relevant examples. (20 marks)
 Jan 2015
The new Integrated Marketing Communication (IMC) is an approach that has been
developed to provide new insights, theory, and applications to the emerging field of
marketing and marketing communications. IMC was originally an "advertising only" that
focused on the client, agency, and media areas of communication. However, today the focus
has been changed to advertising and sales. As such, the addition of direct marketing, sales
promotion, corporate advertising and public relations were included. The changes that
occurred has caused scholars and practitioners to ask: Why is Integrated Marketing
Communication needed ? What is Integrated Marketing Communication?
Based on the above statement answer the following questions:

7.1 Why is Integrated Marketing Communications needed? (5 marks)

7.2 What is Integrated Marketing Communications (5 marks)

7.3 Identify the different Integrated Marketing Communication tools mentioned in the
above statement and critically assess the importance of the tools in today's marketing
environment (10 marks

Jun 2015
The differences between public relations and marketing remain in place, although both now
refer to public as "stakeholders" because the idea is that many individuals and groups may
have a "stake" in the organizations policies and actions. Compare these two definitions.
Integrated Marketing Communication (IMC) is defined as a management concept that is
designed to make all aspects of marketing communication such as advertising, sales
promotion, public relations, and direct marketing work together as a unified force, rather than
permitting each to work in isolation (Nowak and Phelps, 1994, Don Schultz and Heidi
Schultz, 1998, Stacks and Salween, 2008).
Public Relations Definition:  Public relations involve responsibility and responsiveness in
policy and information to the best interests of the organization and its public (Newson et al.,
1989, p.2).
Base on the two definitions provided, compare these two definitions. Critically examine the
similarities and differences. Include example of at least two of the Government-Linked
companies (GLCs) in the country that are currently practising both practices.
Your answer should detail Four (4) similarities and Four (4) differences with at least four
examples from Two (2) GLCs.
 Des 2015
7. The new Integrated Marketing Communication (IMC) is an approach that has been
developed to provide new insights, theory, and applications to the emerging field of
marketing and marketing communications. IMC was originally an "advertising only"
that focused on the client, agency, and media areas of communication. However,
today the focus has been changed to advertising and sales. As such, the addition of
direct marketing, sales promotion, corporate advertising and public relations were
included. The changes that occurred has caused scholars and practitioners to ask:
Why is Integrated Marketing Communication needed? What is Integrated Marketing
Communication?
Based on the above statement answer the following questions:
a. Why is Integrated Marketing Communication needed? (5 marks).
b. What is Integrated Marketing Communication? (5 marks).
c. Identify the different Integrated Marketing Communication tools mentioned in the
above statement and critically assess the importance of the tools in today's
marketing environment (10 marks).
(Total Marks: 20 marks)

Jun 2016
The move towards integrated marketing communications according to Belch is one of the
most important marketing developments that occurred in the 1990's and this approach is
growing daily as this new millennium continues to advance. Belch believed that the IMC
approach to marketing communication planning and strategy is being adopted by both large
and small companies and has become popular among firms marketing consumer products
and services as well as business to business marketers. Discuss the importance of IMC and
include relevant example that you are currently seeing being practised in the industry .
(Total Marks: 20 marks)

2017
The move towards integrated marketing communication according to Belch is one of the
most important marketing developments that occurred in the 1990's and this approach is
growing daily as this new millennium continues to advance. Belch believed that the IMC
approach to marketing communication planning and strategies are being adopted by both
large and small companies and has become popular among firms marketing consumer
products and services as well as business to business marketers. Discuss the importance of
IMC and include relevant examples that you are currently seeing being practised in the
industry.