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Advertising Management Question Paper

Advertising Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
SUPPLEMENTARY/SPECIAL EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE

BBA 405: ADVERTISING MANAGEMENT

DATE: Wednesday 8th October 2008
TIME: 10am-12.00 Noon

INSTRUCTIONS: Answer questions one and any other three questions:-
Q1.
Given that there is a range of media existing in Kenya, outline and discuss the type of factors to be considered, when choosing media for advertising purpose. (30marks)

Q2.
In a given promotion mix for a product, various media can be used to increase sales for a product. How would you measure the effectiveness of advertising in such a composition of promotion mix? (10marks)

Q3.
Identify the structure of media in Kenya and discuss the merits and elements of each medium in promoting a product such as a car. (10marks)

Q4.
Advertising industry cannot survive without the services of advertising agencies. Highlight the services provided by an advertising agency:
(a)
to the advertisers (5marks)
(b)
to the media (5marks)

Q5.
Discuss tasks carried out at an advertising agency. (10marks)