COM3701: MARKETING COMMUNICATION REAL QUESTIONS
WITH ANSWERS - 2026 - EXAM PREP
UNISA · DEPARTMENT OF COMMUNICATION SCIENCE
COM3701
Marketing Communication
MODULE CODE LEVEL TYPE TOTAL MARKS
COM3701 3rd Year Sample Exam 100
General Instructions
READ CAREFULLY BEFORE ANSWERING
Answer ALL questions in Section A (Multiple Choice).
Answer ANY THREE questions in Section B (Short Answer).
Answer ONE question in Section C (Essay / Case Study).
Allocate time proportional to marks: approximately 1.2 minutes per mark.
Show all working and reference theory where applicable.
, SECTION A — Multiple Choice [30 Marks]
Choose the best answer for each question. Each correct answer is worth 3 marks.
QUESTION 1 [3 marks]
Integrated Marketing Communication (IMC) is best defined as:
A. The use of social media platforms exclusively to promote a brand online.
B. A strategic approach that coordinates all promotional tools to deliver a consistent, unified
brand message across all channels.
C. A budgeting method that allocates equal spend across all media channels.
D. The process of creating television and radio adverts simultaneously.
ANSWER: B
IMC (Schultz, Tannenbaum & Lauterborn, 1993) integrates all communication disciplines —
advertising, PR,
direct marketing, sales promotion, and digital — to speak with one consistent voice. This synergy
maximises
message impact and brand clarity across all touchpoints.
QUESTION 2 [3 marks]
Which element of the communication model refers to the channel through which a
message is transmitted?
A. Encoding
B. Feedback
C. Medium / Channel
D. Noise
ANSWER: C
In Shannon & Weaver's (1948) communication model, the medium/channel is the vehicle that
carries the
encoded message from sender to receiver (e.g., television, print, digital). Noise disrupts
transmission;
encoding converts ideas into symbols; feedback is the receiver's response.
QUESTION 3 [3 marks]
The AIDA model describes the hierarchy of consumer responses. In correct order,
AIDA stands for:
A. Awareness → Interest → Desire → Action
WITH ANSWERS - 2026 - EXAM PREP
UNISA · DEPARTMENT OF COMMUNICATION SCIENCE
COM3701
Marketing Communication
MODULE CODE LEVEL TYPE TOTAL MARKS
COM3701 3rd Year Sample Exam 100
General Instructions
READ CAREFULLY BEFORE ANSWERING
Answer ALL questions in Section A (Multiple Choice).
Answer ANY THREE questions in Section B (Short Answer).
Answer ONE question in Section C (Essay / Case Study).
Allocate time proportional to marks: approximately 1.2 minutes per mark.
Show all working and reference theory where applicable.
, SECTION A — Multiple Choice [30 Marks]
Choose the best answer for each question. Each correct answer is worth 3 marks.
QUESTION 1 [3 marks]
Integrated Marketing Communication (IMC) is best defined as:
A. The use of social media platforms exclusively to promote a brand online.
B. A strategic approach that coordinates all promotional tools to deliver a consistent, unified
brand message across all channels.
C. A budgeting method that allocates equal spend across all media channels.
D. The process of creating television and radio adverts simultaneously.
ANSWER: B
IMC (Schultz, Tannenbaum & Lauterborn, 1993) integrates all communication disciplines —
advertising, PR,
direct marketing, sales promotion, and digital — to speak with one consistent voice. This synergy
maximises
message impact and brand clarity across all touchpoints.
QUESTION 2 [3 marks]
Which element of the communication model refers to the channel through which a
message is transmitted?
A. Encoding
B. Feedback
C. Medium / Channel
D. Noise
ANSWER: C
In Shannon & Weaver's (1948) communication model, the medium/channel is the vehicle that
carries the
encoded message from sender to receiver (e.g., television, print, digital). Noise disrupts
transmission;
encoding converts ideas into symbols; feedback is the receiver's response.
QUESTION 3 [3 marks]
The AIDA model describes the hierarchy of consumer responses. In correct order,
AIDA stands for:
A. Awareness → Interest → Desire → Action
