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Dma 304 Question Paper

Dma 304 

Course:Marketing Communication

Institution: University Of Nairobi question papers

Exam Year:2012



UNIVERSITY OF NAIROBI
THIRD YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE
TIME: 9.00 A.M. -11.00 A.M.
Instructions:
Answer any FOUR questions.
1.Describe the structure and functions of advertising agencies. [25 marks]

2. Discuss how the design and placement aspects of an advert can be used to gain consumers'' attention.[25 marks]

3. Describe the four broad methods by which adverts draw the attention of consumer audiences, [25 marks]

4.(a) What is emotion? [7 marks]
(b) How are emotions classified? Use a diagram,[8 marks]
( c) Discuss the pros and cons of using emotions for persuasion, [10 marks]

5, Discuss the pros and cons of sales promotion devices used in Kenya [25 marks]

6. (a) discuss the advantages and disadvantages of the following media vehicles, [18 marks]
(i) Television,
(ii) FM Radio stations
(iii) Daily Newspapers
(b) Which is the most effective media vehicle and why? (Use Kenyan experience) [7 marks]




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