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Aba 310: Advertising Question Paper

Aba 310: Advertising

Course:Advertising

Institution: Maseno University question papers

Exam Year:2008

MASENO UNIVERSITY
UNIVERSITY EXAMINATION 2008/2009
THIRD YEAR FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BUSINESS ADMINISTRATION WITH IT

ABA 310: ADVERTISING
Date 1st December, 2008 Time: 8.30 a.m – 11.30 a.m.
INSTRUCTIONS
1. Answer any FOUR Questions
2. All questions carry equal marks

Q1. (a) Define Advertising and clearly outline the role it plays in the modern business world. [10 Marks]
(b) Discuss the evils of advertisement. [7.5 Marks]
Q2. (a) Highlight the factors you would consider while choosing an advertising media. [7.5 Marks]
(b) Explain the following classifications of advertising.
(i) Product advertising
(ii) Institutional advertising
(iii) Rational advertising
(iv) Local advertising
(v) Cooperative advertising
[10 Marks]
Q3. (a) Outline the pros and cons of advertising through newspapers. [10 Marks]
(b) State and explain examples of Mural advertising. [7.5 marks]

Q4. (a) Give the meaning of Scientific Advertising and clearly throw light on the phases a scientifically planned advertising programme has to pass through.
[10 Marks]
(b) Point out the qualities of a good advertisement copy.
[7.5 Marks]
Q5. (a) Enumerate the common themes used in advertising. [10 Marks]
(b) Discuss the various parts into which a visual advertising layout in any publication can be divided. [7.5 Marks]
Q6. (a) Explain the factors one would consider while choosing an advertising agency. [10 Marks]

(b) Name and explain the methods commonly used in determining the size of advertising budget.
[7.5 Marks]

Aba 310: Advertising Question Paper

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