Question $4$

a$)$ Explain the five valuable functions that brands perform for a firm.

$(5$ marks$)$

b$)$ Outline and briefly explain the six criteria of brand elements.

$(6$ marks$)$

c$)$ Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. Using the Product Life Cycle Model, describe a communications strategy that Karl can use at each stage of the mobile phones' life cycle.

$(9$ marks$)$

Question $5$

a$)$ The Macro Model of the Marketing Communications Process consists of several steps required for effective communication. Outline the steps of the Marketing Communications Model and provide a brief description of each step. $(8$ marks$)$

b$)$ List and describe the eight major modes of communication that make up the marketing communications mix.

$(8$ marks$)$

c$)$ Discuss two ways in which the marketing communication environment is changing. $(4$ marks$)$