BA (Hons) Graphics Design Cohort: BGD/18A/FT Examinations ... - SCHOOL OF... · 1. This paper contains 4 questions. 2. You are required to answer all questions. 3. Questions may be

Page 1 of 15 CREATIVE ADVERTISING (GRPH1108C) SITE/Dec 2018 Sem 2

BA (Hons) Graphics Design

Cohort: BGD/18A/FT

Examinations for 2018 / Semester 2

MODULE: CREATIVE ADVERTISING

MODULE CODE: GRPH1108C

Duration: 2 Hours 30 Minutes

EXAM PAPER

1. This paper contains 4 questions.

2. You are required to answer all questions.

3. Questions may be answered in any order but your answers must show

the question number clearly.

4. Always start a new question on a fresh page.

5. All questions carry equal marks.

6. Total marks 100.

This exam paper contains 4 questions and 15 pages.


QUESTION 1: (25 MARKS)

Ford Motor Company is an American multinational automaker

headquartered in Dearborn, Michigan founded by Henry Ford and

incorporated on June 16, 1903. The company sells automobiles and

commercial vehicles under the Ford brand. Image 1a below shows an

advertisement for the Ford ‘edge-lobo-explorer’ car with rear view

camera.

(a) What do you understand by a ‘Creative Advertisement’?

(3 marks)

(b) Analyze Image 1a and briefly describe the story or message expressed

by the static advert from your understanding.

(4 marks)

(c) From your understanding of what publicity is, suggest two ways how

positive publicity can be generated for the Ford ‘edge-lobo-explorer’ car.

Image 1a “Advertisement for Ford ‘edge-lobo-explorer’ with rear view camera”


Image 1b

(2 marks)

(d) Provide two slogans that could be used pertaining to the advertisement of

the Ford ‘edge-lobo-explorer’ car with rear view camera (Image 1a).

(4 marks)

Dollar Shave Club is a company based in Venice, California, that

delivers razors and other personal grooming products to customers by

mail. The company usually invests in seasonal advertising as illustrated

in image 1b (Christmas Advert) which aims at convincing customers to

spend their money on their products at a specific time, event or

occasion of the year.

(e) Provide three reasons why the Dollar Shave Club company has to

consider seasonal advertising in its general yearly advertising plan.

(6 marks)

(f) Provide three differences between traditional throughout the year

advertising and seasonal advertising as applied to an organization`s

marketing strategy.


(6 marks)


Panasonic Corporation, formerly known as Matsushita Electric Industrial

company limited, is a Japanese multinational electronics corporation

headquartered in Kadoma, Osaka, Japan. Panasonic offers various

suitable solutions for Automotive Air Conditioning including the

NANDETM system. One of the persuasive advertising techniques used by

Panasonic as illustrated in image 2a below is the use of “humor" where

the advertisement main purpose is to make the audience laugh, thus

associating happiness with Panasonic products.

(a) Describe three other persuasive strategies used in advertising that

Panasonic company can use to encourage customers (car owners) to

purchase its products.

(9 marks)

(b) Analyze Image 2a and briefly describe the story or message expressed by

the static advert from your understanding.

Image 2a

"Advert: Panasonic NANDE TM

Automotive Air Conditioning"


Image 3a

(4 marks)

(c) Provide two slogans that could be used pertaining to the advertisement of

the Panasonic NANDE TM Automotive Air Conditioning (Image 2a).

(4 marks)

(d) State and briefly describe four factors affecting the consumer buying

behavior that advertisers should consider when making an advertisement.

(8 marks)


McDonald's is an American fast food company, founded in 1940 as a

restaurant operated by Richard and Maurice McDonald, in San

Bernardino, California, United States. McDonald's is the world's largest

restaurant chain by revenue, serving over 69 million customers daily in

over 100 countries including Mauritius. Although McDonald's is known

for its hamburgers, they also sell cheeseburgers, chicken products,

french fries, breakfast items, soft drinks, milkshakes, wraps, and

desserts.

You have been appointed by McDonald's management to develop their

advertising plan for the years 2018-2019 in order to gain competitive

advantages over other competitors in the business.


(a) State and describe four common strategies used in advertising you

would advise the organization to consider in order to encourage customers

to purchase McDonald's products.

(12 marks)

In order to efficiently respond to new customer demands, McDonald's

intends to release a new burger collection in December 2018 called the

‘Swiss Mushroom Melt’ which consists of offering a layer of Swiss

Mushroom topped with a thick layer of melted cheese in addition to the

traditional hamburger, cheeseburger and chicken burger among others.

(b) To ensure the success of this project, McDonald's management wants

proper planning. Suggest and describe the advertising strategy you will

propose to management if they want to make the customers in general

aware of this new burger collection offered by McDonald's.

(4 marks)

(c) Over the years, other companies like 'KFC' and ‘Nandos’ also started to

sell different types of burgers which eventually offered a greater choice of

brands to the customers. Suggest and describe the advertising strategy

you will propose to McDonald's management if they need to reinforce

their products and brand in the mind of the consumers.

(5 marks)

Image 3b "McDonald's ‘Swiss Mushroom Melt’ Burger"


Image 4a

McDonald's management would like to know if doing radio advertising

would be appropriate to advertise its products targeting young adults

(18-25 years old).

(d) Specify two reasons for McDonald's to invest in radio advertising.

(2 marks)

(e) Specify two reasons for McDonald's not to invest in radio advertising.

(2 marks)


Subliminal messages can affect the subconscious mind and can

negatively or positively influence subsequent later thoughts, behaviors,

actions, attitudes, belief systems and value systems.

(a) Analyze image 4a above showing the logo of ‘Tostitos’, a brand of Frito-

Lay that produces different tortilla chips and a range of accompanying

dips. Suggest a possible subliminal message with respect to the logo

design.

(4 marks)

(b) What do you understand by “Subliminal Advertising”?

(3 marks)

(c) Suggest two advantages of subliminal advertising.

(2 marks)


Image 4b “Kinder Bueno Cheesecake by Kinder”

Image 4c “Tobi, a highly trained dog”

Kinder Chocolate is a confectionery product brand line of Italian

confectionery multinational Ferrero. Kinder was developed and

produced at Ferrero Germany in 1967 for the German market. One year

later it was sold in Italy, before reaching countries around the globe

including Mauritius. Image 4b and Image 4c below shows the Kinder

Bueno Cheesecake by Kinder and Tobi, a highly trained dog

respectively.

(d) Suggest a story or approach associated with an appropriate slogan

that could be used for the creation of a creative advertisement for the

Kinder Bueno Cheesecake by Kinder and which should include Tobi,

the highly trained dog.

Important Note: The main objective of the advertisement is primarily to make

customers aware of the Kinder Bueno Cheesecake by Kinder and eventually

to call for purchase.

(6 marks)


Image 4d “Neato autonomous cleaner robot in black and white”

Neato Robotics Botvac Series robot is a vacuum that scans, maps, and

cleans on a schedule or at the push of a button. It is ideal for homes

with pets and now comes with patented laser-guided technology

(Botvac D5™ Connected series) which makes it an even more powerful

and efficient autonomous cleaner robot.

The following images (17 scenes) show different screenshots from the

‘Neato autonomous cleaner robot (Botvac D5™ Connected series)’ video

advert featuring Tobi the highly trained dog.

Scene 1


Scene 2

Scene 3

Scene 4


Scene 5

Scene 6

Scene 7


Scene 8

Scene 9

Scene 10


Scene 11

Scene 12

Scene 13


Scene 14

Scene 15

Scene 16


(e) Suggest two slogans that could be used with this video advert of the

Neato autonomous cleaner robot (Botvac D5™ Connected series).

(4 marks)

(f) Analyze the different screenshots from Scene 1 to Scene 17 and briefly

describe the story or message expressed by the video advert from your

understanding.

(6 marks)

***END OF QUESTION PAPER***

Scene 17

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BA (Hons) Graphics Design Cohort: BGD/18A/FT Examinations ... - SCHOOL OF... · 1. This paper contains 4 questions. 2. You are required to answer all questions. 3. Questions may be