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Mak 405: Advertising Management Question Paper

Mak 405: Advertising Management

Course: Bachelor Of Business Administration

Institution: The Presbyterian University Of East Africa question papers

Exam Year:2017

QUESTION ONE
a) Define the term advertising and explain why it is the most prominent element of promotion mix (3mks)
b) Trace out the origin of advertising by giving practical examples (4mks)
c) Bring out the relationship between the advertiser and advertising agency (4mks)
d) Describe five factors that influence advertising planning (5mks)
e) Explain the three principal groups of advertising (6mks)
f) Explain the difficulties experienced in the selection of advertising media (4mks)
g) Describe two advertisement based on the product life cycle(4mks)
QUESTION TWO
a) Discuss five advantages of using advertising agencies (10mks)
b) Highlight the procedure you would use to advertise your new hardware in Nakuru town. (5mks)
QUESTION THREE
a) Discuss the process of setting advertising objectives (10mks)
b) How do you choose an advertising agency? Explain the procedure (5mks)
QUESTION FOUR
a) Explain the steps involved in preparing advertising budget (10mks)
b) Is it necessary to create awareness, communicate information about the brand and create an image or attitude of a particular brand? (5mks)
QUESTION FIVE
a) With use of explicit examples, discuss the classification of advertising (10mks)
b) Explain the Marginal analysis approach in advertising budgeting (5mks)

Mak 405: Advertising Management Question Paper

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