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Bacj 379:Advertising Management Question Paper

Bacj 379:Advertising Management

Course:Communication And Journalism

Institution: Kenya Methodist University question papers

Exam Year:2012

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2012 (EVENING) EXAMINATIONS
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : COMMUNICATION AND JOURNALISM
UNIT CODE : BACJ 379
UNIT TITLE : ADVERTISING
TIME : 2 HOURS

Instructions:

Question One

Explain the major factors influencing the selection of media choice in an organization you are familiar with.

(5 marks)

Identify five measures that can be used to evaluate the effectiveness of an advertising campaign.

(5 marks)

Discuss factors you would consider when qualifying an advertising agency for your company.

(5 marks)

Evaluate the role of advertising in the positioning of a company in the market.

(10 marks)

Give a detailed definition of advertising.

(5 marks)

Question Two

Give a critical view of the impact of advertising in Kenya.

(10 marks)

Outline methods used by advertising agencies to get remunerated by their clients.

(10 marks)

Question Three

Giving examples show how the different message structures are used in the industry during advertising.

(10 marks)

Explain the role of at least four specialized departments found within an advertising agency.

(10 marks)

Question Four

Discuss the various classifications of advertisements, clearly indicating the context in which each one is used.

(10 marks)

Would you agree that advertising affects our youth negatively? Discuss

(10 marks)

Question Five
You have been requested to write an advert to the newspaper. What are the main considerations in writing an advertisement for a daily newspaper?
(20 marks)

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