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Adverting Management Question Paper

Adverting Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 405: ADVERTISING MANAGEMENT
DATE: ____MONDAY 1ST DECEMBER 2008____ TIME: 8.00 A.M. 10.00 A.M.
_______________________________________________________________________________________
INSTRUCTIONS: Attempt any FOUR questions

Q1. There has been a tendency to confuse the following terms in marketing. Define
them and discuss their differences.
(a) Merchandising [5 marks]

(b) Sales promotion [5 marks]

(c) Publicity [5 marks]

(d) Promotion [5 marks]

(e) Personal selling [5 marks]

Q2. Identify and discuss five guides that must be included in an advertiser –
advertising agency relationships. [25 marks]

Q3. What are the possible functions and objectives of advertising? [25 marks]

Q4. At an advertising agency there exists certain functions and personalities, identify
and discuss such functions and personalities. [25 marks]

Q5. Stanton in his book Principles of Marketing, says “It is difficult to measure
precisely the specific impact of advertising, sales promotion, and publicity”.
React to the statement. [25 marks]

Q6. As a tool, research is a vital component in advertising, identify and recommend
any five uses of research in advertising. [25 marks]