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Bacj 379:Advertising Management Question Paper

Bacj 379:Advertising Management

Course:Communication And Journalism

Institution: Kenya Methodist University question papers

Exam Year:2013

KENYA METHODIST UNIVERSITY

END OF 2''ND ''TRIMESTER 2013 (EVENING) EXAMINATION
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : COMMUNICATION AND JOURNALISM
UNIT CODE : BACJ 379
UNIT TITLE : ADVERTISING
TIME : 2 HOURS

INSTRUCTIONS

Answer question one and any other two questions

Question One

An international advertising agency has requested you assistance in putting up a branch for them in Kenya. Discuss the structure and departments of your new agency.

(10 marks)

Advise your company on the various classifications of adverts available through the different segments in the market may be reached.

(10 marks)

How does marketing and advertising relate to each other?

(5 marks)

Citing examples from the local industry, write a detailed definition of advertising.

(5 Marks)

Question Two
"Advertising affects society negatively." React to this statement using relevant examples from the local industry to support your case. (20 marks)

Question Three
For an advertising campaign to succeed, many important decisions must be made. Discuss five of these decisions and relate them to organizations you know. (20 Marks)

Question Four
Your company needs to understand the ’pros’ and ’cons’ of using both the advertising agency and the in-house advertising department. Bring this out clearly in a report to the management to enable them make the right decisions. (20 marks)

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