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Promotion Management (Day) Question Paper

Promotion Management (Day)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 300-M: PROMOTION MANAGEMENT (DAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a. Explain the role of promotion management and highlight its importance to a firm’s
profitability. (8 Marks)
b. What challenges would a firm face when using gender in segmenting a market? Use examples.
(12 Marks)
c. Highlight the relationship between advertising and the Intergrated Marketing
Communications (IMC) process. (10 Marks)
Question Two
a. Define the meaning of the term clutter and mention the different forms of clutter in marketing
communications. (10 Marks)
b. Deception does occur in marketing when an advert differs from the reality or affects the buying behaviour at the expense of customers. What in your opinion are the ethical requirements that can
be applied to guard against this vice? (10 Marks)
Question Three
a. Highlight the factors that influence the promotional management budget in an
organisation (12 Marks)
b. Using relevant examples, mention the challenges you consider an organisation would face when
seeking to undertake a comprehensive promotional management strategy. (8 Marks)
Question Four
a. There are several appeals used for mass media advertisements. Identify them and
explain their role in enhancing the effectiveness of communication. (12 Marks)
b. Discuss the characteristics of an effective brand image and an effective brand name. (8 Marks)
Question Five
Discuss how any three (3) of the following aid in the personal selling function; Internet, alternative
media, catalogues, mass media, the and direct mail email. Use relevant examples. (20 Marks)

Promotion Management (Day) Question Paper

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