Download Advertising Strategy Exam Past Papers
Q1: What is the “Advertising Strategy” course about?
The “Advertising Strategy” (or similar titles like “Advertising Media Strategy & Tactics”, “Strategic Advertising”) course focuses on the planning, execution, and evaluation of advertising campaigns. It covers topics such as setting advertising objectives, selecting target audiences, choosing media channels, budgeting, creative strategy, and measuring campaign effectiveness. For instance, a past paper for Mount Kenya University titled BJL4110 Advertising Media Strategy & Tactics is listed in its exam archive. pastexams.mku.ac.ke Students in such courses learn how to turn marketing objectives into structured advertising plans that deliver results
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Q2: What are advertising strategy exam past papers?
These are actual examination papers from previous years used by universities or colleges for the advertising strategy subject. They include real questions that students have been asked in past exam sessions: essay questions, case-scenarios, multiple-choice questions sometimes, and media-planning tasks. An example question in one such past paper asks students to set advertising objectives for various product scenarios. Studocu By reviewing these past papers, you can see how examiners frame their questions, what topics recur, and how much depth is expected in answers.
Q3: Why should students use these past papers for revision?
Using past exam papers is one of the best preparation strategies. Here’s why:
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Familiarity with the format: They let you know how many questions you’ll face, how they’re structured, what types (essays, case studies, tasks) are asked.
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Identifying recurring themes: Frequent topics emerge — for example, setting SMART advertising objectives, media-selection, campaign evaluation. As one past exam shows: “Advertising objectives” for different scenarios. Studocu
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Time-management practice: Simulating timed conditions with these papers helps you manage time during the real exam.
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Confidence building: Knowing typical questions and formats reduces exam anxiety.
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Application skills: In advertising strategy, you’re expected to apply theory to real-world brand or campaign scenarios. Past papers help you practice application, not just memorisation.
Q4: What topics are commonly tested in advertising strategy exams?
Based on review of available past papers and subject syllabi, you’ll frequently encounter the following areas:
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Setting advertising objectives: e.g., output vs input objectives, awareness, attitude, behaviour change. (“Develop 2-3 objectives for each scenario” per one exam) Studocu
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Target audience, segmentation and positioning for advertising: Identifying consumer segments and positioning the advertisement accordingly.
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Media strategy and tactics: Choosing appropriate media channels, scheduling, budgeting, reach vs frequency trade-offs. The Mount Kenya paper for BJL4110 addresses “Strategy & Tactics”. pastexams.mku.ac.ke
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Creative strategy and campaign planning: Deciding message strategies, appeals, storyline, copywriting, visuals.
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Evaluation, metrics and research: How to measure the effectiveness of an advertising campaign (e.g., recall, brand lift, ROI).
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Current trends in advertising: Digital media, social media, influencer marketing, programmatic buying. These may not always be in older past papers, so you should supplement with current resources.
Focusing your revision on these areas will give you a strong chance of seeing similar questions in your exam.
Q5: How can students effectively use past papers for this course?
Here’s a strategy to make past papers work for you:
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Collect multiple past papers — aim for different years (e.g., one from 2018-19 for BJL4110) to see variation. pastexams.mku.ac.ke
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Simulate exam conditions — set yourself the full allowed time, answer all required questions without distractions.
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Use the IRAC or structured answer method (Issue-Rule-Application-Conclusion) for scenario questions: identify the advertising “issue”, apply relevant theory/rules, give application (case/brand), draw conclusion.
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After completing, review your answers — compare with lecture notes, textbooks, or model answers if you can find them. Note where you missed theory or application.
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Identify recurring topics — record which questions or topics keep appearing (e.g., “develop objectives”, “choose media”), and ensure you revise those thoroughly.
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Practice writing concise, structured answers — in advertising strategy exams, your ability to apply and justify decisions (why choose this media, why these objectives) is often what separates good answers from excellent ones.
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Discuss with peers or tutors — talk through your answers, share different approaches to scenario questions. This deepens understanding and improves your ability to argue choices.
Q6: What should I keep in mind during the exam itself?
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Read all instructions carefully — whether you must answer Question One (usually compulsory) plus two others, or any three questions.
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Start with a question you feel confident about to build momentum.
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Use real examples (preferably recent brands or campaigns) — this demonstrates application.
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When a question asks “develop objectives for these scenarios”, make them SMART (Specific, Measurable, Achievable, Relevant, Time-bound). Example: one past paper emphasised that. Studocu
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Manage your time — allocate per question based on marks, leave time for review.
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Keep up-to-date with evolving advertising landscapes (digital, influencers) — even if past papers don’t, you may get tested on new media strategies.
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