Promotions Management Question Paper
Promotions Management
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2010
UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 300-M: PROMOTIONS MANAGEMENT (DAY & EVENING)
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Explain any FOUR functions carried out by the Public Relations department. (4 Marks)
b) Explain the characteristics of direct marketing? (6 Marks)
c) Briefly explain the following terms applied in the advertising media?
i) Reach
ii) Frequency
iii) Impact (6 Marks)
d) Musombi has just graduated with a Bachelor of Commerce degree marketing option from KCA
University. One of the partners at Njura Enterprises, a stationery store in Kiambio has proposed her
being hired temporarily as the promotions officer. The other two partners are not for that move.
Njura Enterprises begun operation in January 2010 but has been making losses since its inception
the problem being that its overheads exceeds its revenue. A spot check on the major educational
institutions around Kiambio reveals that most institutions are unaware of its existence in the area..
One partner believes that the store is suffering from poor promotion strategy, but his colleagues
argue that the business is still young hence it is just but a question of time.
2
The concerned partner has asked Musombi to write a report, emphasizing the importance of promotion
clearly indicating the promotional activities that need to be undertaken at their enterprise. Prepare the
report while being aware that if your report is accepted, you shall execute it for the partners now that
you are the Musombi. (14 Marks)
QUESTION TWO
a) An advertising goal is a specific communication task and an achievement level to be accomplished
with a specific audience in a specific period of time. Describe at least THREE classifications of
advertising objectives. (6 Marks)
b) What factors would you consider when setting the advertising budget. (4 Marks)
c) Assume that you own a small garment manufacturing business at Muthaiga North. What reasons
would drive you to pursue promotional objectives? (10 Marks)
QUESTION THREE
a) Mostly, the final response sought in any promotional campaign is purchase, but purchase is the
result of a long process of consumer decision making. There is need to know where the target
audience now stands (in the process), and what state they need to be moved to. Discuss the
adoption process clearly indicating what strategies the promotion manager could adopt at each
stage. (12 Marks)
b) With the use of examples, differentiate between a ‘push’ and a ‘pull’ promotional strategy.
(8 Marks)
QUESTION FOUR
Sales promotion tools could be broadly classified as consumer promotion tool, trade promotion tools
and business and sales force promotion tools. Discuss the major:
a) Sales promotion tools under each classification. (10 Marks)
b) Trade promotion tools (10 Marks)
QUESTION FIVE
Most insurance firms embrace the selling concept in that they believe that firms cannot sell enough
without a strong personal selling campaign.
a) Discuss the personal selling process. (15 marks)
b) Relate the relevance of campaign to promotions. (5 marks)
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