Get premium membership and access revision papers, questions with answers as well as video lessons.

Got a question or eager to learn? Discover limitless learning on WhatsApp now - Start Now!

Promotions Management Question Paper

Promotions Management

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2008

UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 300: PROMOTIONS MANAGEMENT
DATE: DECEMBER 2008 TIME: 2 Hours
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) State at least FOUR functions carried out by the Public relations department (4 Marks)
b) Define direct marketing and state its characteristics. (6 Marks)
c) Define the following terms as applied to advertising media.
i) Reach
ii) Frequency
iii) Impact ( 6 Marks)
d) You have just graduated with a Bachelor of Commerce degree from KCA University. Mr.
Nzige one of the partners at Bidu enterprises- a stationery store in Nambale- has proposed
that you be hired as the promotions manager on an interim basis. The other two partners
are opposed to his idea.
Bidu enterprises which begun operation’s in January this year has been making losses
since its inception. Its main problem is that its overheads exceed revenue. A spot
check on the major educational institutions around Namable reveals that most
institutions are unaware of Bidu’s existence. Mr. Nzige believes that Bidu is suffering
from poor promotion strategy, but his colleagues argue that the business is still
young- it’s a question of time.
2
Nzige has asked you to write a report, emphasizing the importance of promotion and
clearly indicating the promotional activities that need to be undertaken at Bidu. You
are aware that if your report is accepted, you shall be hired to carry out these
activities. Prepare the report. (14 Marks)
QUESTION TWO
a) An advertising goal is a specific communication task and an 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) What factors would you consider when setting the advertising budget. ( 4 Marks)
c) With the aid of a diagram discuss the marketing communication process. (10 Marks)
QUESTION THREE
a) In many cases the final response sought is purchase, but purchase is the result of a
long process of consumer decision making. There is need to know where the target
audience now stands (in the process), and what state they need to be moved to. Discuss
the adoption process clearly indicating what strategies the promotion manager could
adopt at each stage. (12 Marks)
b) With the Use of examples, differentiate between a ‘push’ and a ‘pull’ promotional
strategy. (4 Marks)
c) Differentiate between personal selling and direct marketing (4 Marks)
QUESTION FOUR
Sales promotion tools could be broadly classifies as Consumer promotion tool, trade
promotion tools and business and sales force promotion tools. Discuss the major sales
promotion tools under each classification.
(20 Marks)
QUESTION FIVE.
Most insurance firms embrace the selling concept; they believe that firms can not sell enough
without a strong personal selling campaign. Discuss the personal selling process.
(20 Marks)

Promotions Management Question Paper

More Question Papers

Popular Exams