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Comm 370: Communication And Advertising Ii Question Paper

Comm 370: Communication And Advertising Ii

Course:Bachelor Of Arts In Communication Media

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
THIRD YEAR EXAMINATIONS FOR THE AWARD OF BACHELOR OF ARTS DEGREE IN COMMUNICATION AND MEDIA
COMM 370: COMMUNICATION AND ADVERTISING II
STREAMS: B.A (COMM&MEDIA) Y3S2 TIME: 2 HOURS
DAY/DATE: WEDNESDAY 17/4/2013 2.30 PM – 4.30 PM
INSTRUCTIONS:

ANSWER FOUR QUESTIONS IN ALL
QUESTION ONE IS COMPULSORY

SECTION A: 25 MARKS

1. (a) Describe each of the four elements needed to create promotional messages.
[20 Marks]

(b) What is likeability when applied to advertising? [5 Marks]

SECTION B: 45 MARKS

2. How might an understanding of conclusion drawing assist the development of an advertising message? [15 Marks]

3. With relevant examples from Kenya’s mainstream media, explain why advertisers use spokespersons in their advertising. [15 Marks]

4. “There are two broad types of motives that attitudes towards purchase behavior: informational and transformational” (Chrisfill, 2002). Discuss. [15 Marks]
5. If the rate at which information decays within individuals is known, then the task of the media planner in simply to place messages at suitable intervals in the path of decay. Discuss. [15 Marks]

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Comm 370: Communication And Advertising Ii Question Paper

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