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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 1ST TRIMESTER 2013 (EVENING) 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 two others

Question One

Compare and contrast a familiar advertisement in the Kenyan Industry, with the standard definition of advertising.

(10 marks)

Like other tools of the promotion mix, advertising has its own strengths and draw backs. Discuss this statement.

(10 marks)

Outline important qualifying factors you would use when searching for an advertising agency to advertise your products.

(5 marks)

Differentiate between the media used for local and regional advertising.

(5 marks)

Question Two

Explain why it is important for a manager to understand consumer behavior and attitudes.

(10 marks)

Systematically outline the major steps in the advertising planning process.

(10 marks)

Question Three
The survival of the advertising industry depends on the presence of advertising agencies. Discuss (20 marks)

Question Four
Explain advertising as a communication process and give any implication this has on advertising. (20 marks)

Question Five
Evaluate the broadcast media as a mean of advertising company products. (20 marks)

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