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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: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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