Advertising Management Question Paper

Advertising Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING (IOL)

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 405: ADVERTISING MANAGEMENT

DATE: TUESDAY 11TH AUGUST 2009
TIME: 8.00 A.M – 10.00 A.M
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS
1.
Question ONE is compulsory
2.
Attempt additional three more Questions
Q1.
(a)
What is Institutional advertising? [10 marks]
(b)
How does Institutional advertising differ from product advertising [ 15 marks]

Q2.
How can advertising, sales promotion, and publicity complement one another? [15 marks]

Q3.
In advertising industry, the three organs work together to produce effective advertising to satisfy both the advertisers and customers’ needs. Write briefly about these three organs, namely the advertiser, advertising agency and media. [15 marks]

Q4.
Identify and discuss five reasons why organizations advertise. [15 marks]

Q5.
Differentiate advertising from other forms of promotion. [15 marks]

Q6.
In advertising a product or service, an advertising manager may choose to emphasize advertising over other forms of promotion. Discuss the merits and demerits of advertising. [15 marks]

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