Bacj 379:Advertising Management Question Paper
Bacj 379:Advertising Management
Course:Communication And Journalism
Institution: Kenya Methodist University question papers
Exam Year:2013
KENYA METHODIST UNIVERSITY
END OF 3''RD ''TRIMESTER 2013 (PT) EXAMINATION
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : COMMUNICATION AND JOURNALISM
UNIT CODE : BACJ 379
UNIT TITLE : ADVERTISING
TIME : 2 HOURS
INSTRUCTIONS: Answer Question ONE and ANY Other TWO
Question One
Define the term advertising and discuss its objectives.
(5marks)
Discuss the criteria used by organizations when deciding on the media to carry their advertisements.
(10marks)
How do advertising agencies get remunerated by their clients? (5marks)
Differentiate between consumer advertising and industrial/business advertising.
(10marks)
Question Two
Give a critical view of the impact of advertising in Kenya.
(10marks)
Citing examples from the Kenyan market, discuss the objectives of any marketing communication effort.
(10marks)
Question Three
Discuss advertising strategy in the light of the product life cycle.
(10marks)
Give a comprehensive detail on the role of advertising agencies.
(10marks)
Question Four
What are components of a good advert?
(10marks)
Discuss the types of message structures available for use by advertising managers.
(10marks)
Question Five
Explore methods used by companies to determine their advertising budget.
(10marks)
Discuss the term "advertising clutter", and say how the company may get the attention of the customers.
(10marks)
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