Dpa 108: Strategies Of Advertising Question Paper

Dpa 108: Strategies Of Advertising

Course:Diploma In Journalism And Mass Communication

Institution: Masinde Muliro University Of Science And Technology question papers

Exam Year:2009

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MASINDE MULIRO UNIVERSITY OF SCIENCE AND TECHNOLOGY(MMUST)
UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DIPLOMA IN PUBLIC RELATIONS AND CREATIVE ADVERTISING
COURSE CODE: DPA 108
COURSE TITLE: STRATEGIES OF ADVERTISING

DATE: 22nd April 2009 TIME: 2.00 p.m. – 5.00 p.m.

INSTRUCTIONS TO CANDIDATES
ANSWER QUESTION ONE AND ANY OTHER THREE QUESTIONS.
THE ALLOWED TIME IS TWO HOURS
ALL THE UNIVERSITY EXAMINATIONS REGULATIONS APPLY

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1. a) Explain any ten (10) benefits that a society gets from advertising. (15 marks)

b) State any ten (10) responsibilities of advertising manager. (10 marks)

2. Discuss seven factors that have a bearing on the advertising budget size. (15 marks)

3. a) Explain three rationale for tracking advertising results. (3 marks)

b) Exhaustively discuss the intermediate methods of tracking
advertising results. (12 marks)

4. a) Briefly explain why the human voice and music are important
elements in advertising. (5 marks)

b) State ten guidelines you would use to craft a successful television
advertisement. (5 marks)

c) Briefly explain any five forms of television Advertisements. (5 marks)

5. Successful advertisements campaign pass through six critical stages
explain these stages. (15 marks)

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