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Dma 304 Question Paper

Dma 304

Course:Marketing Communication

Institution: University Of Nairobi question papers

Exam Year:2013

UNIVERSITY OF NAIROBI
BCOM
MODULE 2
DMA 304
MARKETING COMMUNICATION EXAM
24/08/2013
Answer any 3 questions.
Q1.
i. Explain the various strategies of advertising [5mks]
ii. On what knowledge base should advertising base its foundations? [8mks]
iii. An advertising Agency client requires a marketing/ Advertising plan for introducing a new grocery product. What should the agency do? [8mks]
iv. Briefly explain the various services of an advertising agency [5mks]
v. Indicate the characteristics of a good (Effective advertising Programme) [5mks]
vi. When should comparative advertisement be gainful/ fruitful? [3mks]
Q2.
Discuss the various sales promotion techniques used for promoting sales of consumer goods (highlight on their nature objections merits and demerits. [33mks]
Q3
Media choice is a complex decision making process, it consists of decisions of developing and advertising strategy is appropriate to carry a firms message to its audience.
Required:
i. Explain the various types of media relevancy/merits and demerits an advertiser can utilize [10mks]
ii. What factors are considered in a media choice? [10mks]
iii. What are some of the objectives of advertising? [5mks]
iv. As a marketer how could you evaluate advertising effectiveness? [8mks]
Q4.
i. Local sports personalities, various artists from various industries like laugh industry, entertainment services, have been very focal in promoting goods and services of various service organizations. As a marketing consultant(s) what factors could you consider in a choice of a particular endoser? [16mks]
ii. What do you understand by the TEARS model of endorser attributes? [5mks]
iii. Indicate the most important ideals of advertising appeals [13mks]
Q5.
i. Explain the various factors to consider in developing an optimal promotion mix [10mks]
ii. Marketing communications has different values – Elaborate. [8mks]
iii. Elaborate indicate/explain the process of developing effective communication in an organization [15mks]
Q6
Discuss the essentials of an advertising programme [33mks]

Dma 304 Question Paper

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