Get premium membership and access revision papers, questions with answers as well as video lessons.

Hbm 2403: Advertising Question Paper

Hbm 2403: Advertising

Course:Bachelor Of Commerce

Institution: Kirinyaga University question papers

Exam Year:2017

KIRINYAGA UNIVERSITY
UNIVERSITY EXAMINATION 2016/2017
YEAR 4 SEMESTER 1 EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
HBM 2403: ADVERTISING

INSTRUCTION
Answer question one [compulsory] and any other two questions

QUESTION ONE (30MARKS)
a)Distinguish between the following:
i.Advertising and Public Relation 2mks
ii.Institutional Advertising and social advertising 2mks
iii.Creative Boutique and Full Service Agency 2mks
iv.Media Continuity and Media Frequency 2mks
b) Explain the importance of media research in advertising 5mks
c) “A copy is the heart of an advertisement.”
I.Define the term “copy” 2mks
II.Describe features of an effective copy 5mks
III.Explain the four variables which are generally tested to know the degree of advertising effectiveness. 4mks
d) Using the example of a specific product of your own choice, the approach of the approach of Unique Selling Proposition based on the three fundamental concepts. 6mks

QUESTION TWO
a.“An Advertising Budget is an estimated amount a firm decides to invest in its promotional expenditures over a period of time.”Discuss any five approaches to framing advertising budget. 10mks
b.Discuss the main determinants of selection of an advertising agency. 10mks

QUESTION THREE
a)Assuming you are the head of an advertisement agency, describe and illustrate various advertising appeals you would employ in an advertisement of a new skin care lotion on behalf of a renowned client. 10mks
b)Using appropriate examples, describe five components of effective Media Strategy. 10mks

QUESTION FOUR
a.Discuss the effects of advertising on the following:
i.Distribution cost 2mks
ii.Consumer price 2mks
iii.Production cost 2mks
iv.Cultural values 4mks
b. Discuss the factors influencing the planning of an advertising campaign 10mks

QUESTION FIVE
a)“The presence or absence of an illustration in an advertisement can cause marked the difference in the effectiveness”.Explain six functions of illustration. 12mks
b)Citing relevant examples, discuss the importance of ethics as a tool of communication in advertising. 8mks

Hbm 2403: Advertising Question Paper

More Question Papers

Popular Exams