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Advertising Management Question Paper

Advertising Management 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE

BBA 405: ADVERTISING MANAGEMENT

DATE: ____MONDAY 1ST DECEMBER 2008____ TIME: 8.00 A.M. 10.00 A.M.
INSTRUCTIONS: Attempt any FOUR questions

Q1.
There has been a tendency to confuse the following terms in marketing. Define them and discuss their differences.
(a)
Merchandising [5 marks]
(b)
Sales promotion [5 marks]
(c)
Publicity [5 marks]
(d)
Promotion [5 marks]
(e)
Personal selling [5 marks]

Q2.
Identify and discuss five guides that must be included in an advertiser – advertising agency relationships. [25 marks]

Q3.
What are the possible functions and objectives of advertising?
[25 marks]

Q4.
At an advertising agency there exists certain functions and personalities, identify
and discuss such functions and personalites. [25 marks]

Q5.
Stanton in his book Principles of Marketing, says “It is difficult to measure
precisely the specific impact of advertising, sales promotion, and publicity”.
React to the statement. [25 marks]

Q6.
As a tool, research is a vital component in advertising, identify and recommend
any five uses of research in advertising. [25 marks]




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