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Promotions Management Question Paper

Promotions Management

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 300-M: PROMOTIONS MANAGEMENT (SATURDAY)
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
(a) Using relevant illustrations explain the meaning of promotion mix.(15marks)
(b) List incidences that would form a case for unethical behaviour in advertising and give an
advise how businesses can act ethically in advertising.(marks10)
(c) What do you understand by the term integrated communication in marketing? (5marks)
(Total 30marks)
QUESTION TWO
(a) By giving examples discuss the effectiveness of Daily Newspapers as an advertising media in
Kenya. (10 Marks)
(b) Discuss the factors that need to be considered when selecting an advertising media?
(10 Marks) (Total 20 Marks)
2
QUESTION THREE
(a) You have been hired by CFC Life insurance division as Head of Marketing, outline how
personal selling process can be used to enhance life insurance business. (14 Marks).
(b) Describe six main activities of a sales force. (6 Marks)(Total 20 Marks).
QUESTION FOUR
(a) Give a case for, and against the development of direct Marketing in Kenya. (10 Marks)
(b) What factors do you need to consider when doing direct Marketing. (10 Marks)
(Total 20 Marks)
QUESTION FIVE
(a) Discuss specific strategies that can be used by Steers Fast Food restaurant in promoting their
products. (10 Marks)
(b) What factors do you need to consider when selecting an effective media for advertising.
(4 Marks)
(c) Describe the usefulness of PR in promotion of organization business.(6 Marks) ( Total 20
Marks)

Promotions Management Question Paper

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