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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 2007/2008
INSTITUTE OF OPEN LEARNING
SUPPLEMENTARY/SPECIAL EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 405: ADVERTISING MANAGEMENT
DATE: Wednesday 8th October 2008 TIME: 10am-12.00 Noon
______________________________________________________________________________________-
INSTRUCTIONS: Answer questions one and any other three questions:-

Q1. Given that there is a range of media existing in Kenya, outline and discuss the
type of factors to be considered, when choosing media for advertising purpose.(30marks)

Q2. In a given promotion mix for a product, various media can be used to increase
sales for a product. How would you measure the effectiveness of advertising in
such a composition of promotion mix? (10marks)

Q3. Identify the structure of media in Kenya and discuss the merits and elements of
each medium in promoting a product such as a car. (10marks)

Q4. Advertising industry cannot survive without the services of advertising agencies.
Highlight the services provided by an advertising agency:
(a) to the advertisers (5marks)

(b) to the media (5marks)

Q5. Discuss tasks carried out at an advertising agency. (10marks)

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