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Cmk 422: Advertising Management Question Paper

Cmk 422: Advertising Management

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 422: ADVERTISING MANAGEMENT
Duration 2 hrs
Instructions: Answer Question one and ANY OTHER TWO questions.
Q1. Assume you are the brand manager for OMO. You have noticed that the brand’s sales have slackened and you think that the current communication is not presenting the new improved values to consumers. You therefore set out to develop and execute new communication in the mass media telling customers about the new improved OMO so you can reignite usage and recruit new users. Briefly describe how you will go about developing the campaign and executing it in the advertising media. Your answer should cover:
a) Review of the situation (5 marks)
b) Developing the advertising objectives (5 marks)
c) Determining the advertising strategy. (5 marks)
d) Determining the advertising budget (5 marks)
e) Executing and measuring success of the campaign. (10 marks)
Q2. What is the use of advertising to the following constituencies:
a) Competitive business organizations (4 marks)
b) Field of marketing. (4 marks)
c) Commerce (4 marks)
d) Education (4 marks)
Q3. Discuss the research methods that are used to create and evaluate effectiveness of advertising. Your answer should cover:
a) Strategy determination research (5 marks)
b) Concept development research (5 marks)
c) Pre-testing and post –testing research (10 marks)
Q4.
a) Discuss the main tenets of an advertising media plan. (15 marks)
b) From your understanding what is the distinction between advertising media schedule and publicity schedule? (5 marks)
*END*

Cmk 422: Advertising Management Question Paper

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