Adverting Management Question Paper

Adverting Management

Course:Bachelor Of Commerce In Marketing

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE (MARKETING)
BBA 405: ADVERTISING MANAGEMENT
DATE: Wednesday 30th December, 2009 TIME: 11.00 a.m – 1.00 p.m
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS: Attempt Question ONE and three others

Q1. Show your understanding of the following by writing briefly on each.
(a) Merchandising [5 marks]

(b) Sales promotion [5 marks]

(c) Promotion [5 marks]

(d) Publicity [ 5 marks]

(e) Advertising [5 marks]

Q2. Using Kenya as an example discuss the merits and demerits of using print media as
compared to electronic media. [15 marks]

Q3. (a) Discuss the essence of the “Advertiser-Advertising Agency-Media relations”.[15 marks]

(b) What functions types of functions can advertising do for a car manufacturer?[15 marks]

Q4. Define the following:
(a) Corporate advertising [3 marks]

(b) Commodity advertising [3marks]

(c) Mass advertising [3 marks]

(d ) Classified advertising [3 marks]

(e) Humour advertising [3 marks]

Q5. Identify steps necessary to select an agency for a firm. [15 marks]

Q6. Discuss 5 clauses that should be included in Advertiser - Advertising Agency contract.
[15marks]

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