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Cam 300: Promotions Management Question Paper

Cam 300: Promotions Management

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

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UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 300: PROMOTIONS MANAGEMENT (EVENING CLASS)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) An advertising goal is a specific communication task and achievement level to be accomplished
with a specific audience in a specific period of time. Describe at least THREE classifications of
advertising objectives. (6 Marks)
b) With the Use of examples, differentiate between a ‘push’ and a ‘pull’ promotional strategy.
(6 Marks)
c) State FIVE characteristics of direct Marketing. (5 Marks)
d) Enumerate Five Consumer promotion tools. (5 Marks)
e) Differentiate between ‘Public Relations’ and ‘Publicity’. ( 4 Marks)
f) When formulating promotion objectives Marketers often consult the ‘ AIDA’, model. Briefly
Explain this Model. ( 4 Marks)
QUESTION TWO
a) The media selected depends on its capacity to deliver reach, frequency and impact. Critique any
FOUR major advertising media.
(12 Marks)
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b) What factors would you consider when setting the advertising budget? ( 8 Marks)
QUESTION THREE
a) Give the advantages and disadvantages of using personal selling as a means of promotion
(8 Marks)
b) Discuss the elements of the personal selling process. (12 Marks)
QUESTION FOUR
a) While making the presentation the sales person should try to get the prospect to touch, hold or try
the product. Briefly explain the following presentation formats.
i) Stimulus Response Format:
ii) Formula Selling Format:
iii) Need satisfaction Format: ( 6 Marks)
b) Describe FIVE types of sales persons. ( 10 Marks)
c) Name at least FOUR direct Marketing strategies ( 4 Marks)
QUESTION FIVE
a) Promotion management involves all the activities Marketers engage in so as to
communicate effectively about their Marketing offers. Enumerate the steps in developing
an effective communication. (12 Marks)
b) Give any four risks associated with sales promotion (8 Marks)

Cam 300: Promotions Management Question Paper

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