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Hcb2209:Advertising Question Paper

Hcb2209:Advertising

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2013

QUESTION ONE – 30 MARKS
(a) Identify factors to be considered when deciding on the type of media to be used in advertising a company’s products. (5Marks)
(b) Explain the difficulties which could occur when conducting an advertising campaign across national boundaries. (6Marks)
(c) Identify various variables that affect the degree of standardization in international advertising.
(6Marks)
(d) Explain the key factors that influence the preparation of an advertising plan. (8Marks)
(e) Identify the key factors that are critical to writing an effective copy that will be read by many audiences and also leave them actively engage. (5Marks)
QUESTION TWO – 20 MARKS
(a) A market oriented company must always carry out research to adopt to the ever changing needs of the market. As a Marketing Manager advice the management on the steps to follow in carrying out an effective advertising research. (10Marks)
(b) Effective advertising comes from good planning, good budgeting, a long-term commitment and a lot of work. Discuss why you need an effective advertising plan. (10Marks)
2
QUESTION THREE – 20 MARKS
(a) Critique standardization as an approach to international advertising. (10Marks)
(b) As a Manager working in the electronic media production industry. Advice on the steps to be followed to come up with an electronic business communication project. (10Marks)
QUESTION FOUR – 20 MARKS
(a) With relevant illustrations, distinguish between advertising and public relations. (10Marks) (b) Discuss the criteria used in the development of media plans. (10Marks)
QUESTION FIVE – 20 MARKS
(a) Discuss the advertising techniques used by advertisers to achieve the desired results. (12Marks) (b) Explain the mandate of a creative art director in the following fields: (i) Advertising (4Marks) (ii) Film (4

Hcb2209:Advertising Question Paper

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