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Cam 300 M Promotions Management Question Paper

Cam 300 M Promotions Management

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 300 M PROMOTIONS MANAGEMENT (Day)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a. What is promotions opportunity analysis? Explain why it’s a critical part of a company’s marketing
effort. [6Marks]
b. With the help of an illustration, explain how a marketer can use the basic communication model in
designing an advert. [10 Marks]
c. Explain the role of publicity and public relations in an organization’s IMC process. Use at least 5
(five) illustrations.
QUESTION TWO
a. Explain the role of advertising in the IMC process. [5Marks]
b. You have been appointed as the advertising campaign manager for a presidential candidate in the
upcoming elections in the country. Using steps of advertising campaign management, design your
advertising campaign program. (Use a presidential candidate of your choice) [15Marks]
QUESTION THREE
a. Making the decision to use an external advertising agency as opposed to an in-house program for
advertising is difficult. With the use of examples, explain five reasons to support the use of
agencies. [10 Marks]
b. Communication marketing analysis involves in part, understanding the media usage habits of
consumers as well as consumers attitudes towards various media. Examine five sources that a
Kenyan marketer can derive such information from and explain the type of information available
2
from each source. [10 Marks]
QUESTION FOUR
Provide an operational definition of the term ‘advertising’ [2 Marks]
A message strategy refers to the primary tactic or approach used to deliver the key ideas in an advert.
Demonstrate how you can use the following strategies to market designer cologne for men
a. Cognitive strategies
b. Affective strategies
c. Conative strategies [18 Marks]
QUESTION FIVE
a. Sales promotion will always undermine brand value. Do you agree with this statement? Justify
your answer [10 Marks]
b. Mobile bill boards have proven to be an extremely effective advertising medium for SME’s in
Kenya. Explain why the mobile bill boards are effective in Kenya. List two disadvantages of this
medium. [10 Marks]

Cam 300 M Promotions Management Question Paper

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