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Promotion Management Question Paper

Promotion Management

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION
PROMOTION MANAGEMENT
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a. A promotions opportunity analysis is important to an organisation for several reasons. Discuss
[8 Marks]
b. Mention the advantages a firm stands to accrue by using gender in segmenting a market. Use examples. [12 Marks]
c. Highlight the relationship between advertising and the Intergrated Marketing Communications
(IMC) process. [10 Marks]
QUESTION TWO
a. Define the meaning of the term clutter and mention the different forms of clutter in marketing communications. [10 Marks]
b. Deception does occur in advertising when an advert differs from the reality or affects the buying behaviour at the expense of customers. What in your opinion are the simple solutions that can be applied to guard against this vice? [10 Marks]
QUESTION THREE
a. There are human and artificial transmission devices that convey promotion messages. Discuss them and highlight the problems posed by the human element. [12 Marks]
b. Discuss the characteristics of an effective brand image and an effective brand name.
[8 Marks]
QUESTION FOUR
a. Describe three main components of attitudes and how they relate to the purchasing decision.
[10 Marks]
b. Highlight five (5) factors that distinguish between a consumer sales promotion and a trade promotion. [10 Marks]
QUESTION FIVE
As a marketing consultant, you have been approached by a milk processing company to advice on the merits and demerits of using fear appeals in advertising. Discuss using appropriate examples.
[20 Marks]

Promotion Management Question Paper

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