Comm 370: Communication And Advertising Ii Question Paper
Comm 370: Communication And Advertising Ii
Course:Bachelor Of Arts In Communication Media
Institution: Chuka University question papers
Exam Year:2013
CHUKA
UNIVERSITY
UNIVERSITY EXAMINATIONS
THIRD YEAR EXAMINATIONS FOR THE AWARD OF BACHELOR OF ARTS DEGREE IN COMMUNICATION AND MEDIA
COMM 370: COMMUNICATION AND ADVERTISING II
STREAMS: B.A (COMM&MEDIA) Y3S2 TIME: 2 HOURS
DAY/DATE: WEDNESDAY 17/4/2013 2.30 PM – 4.30 PM
INSTRUCTIONS:
ANSWER FOUR QUESTIONS IN ALL
QUESTION ONE IS COMPULSORY
SECTION A: 25 MARKS
1. (a) Describe each of the four elements needed to create promotional messages.
[20 Marks]
(b) What is likeability when applied to advertising? [5 Marks]
SECTION B: 45 MARKS
2. How might an understanding of conclusion drawing assist the development of an advertising message? [15 Marks]
3. With relevant examples from Kenya’s mainstream media, explain why advertisers use spokespersons in their advertising. [15 Marks]
4. “There are two broad types of motives that attitudes towards purchase behavior: informational and transformational” (Chrisfill, 2002). Discuss. [15 Marks]
5. If the rate at which information decays within individuals is known, then the task of the media planner in simply to place messages at suitable intervals in the path of decay. Discuss. [15 Marks]
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