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Page 1 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
BA (Hons) Graphics Design
Cohort: BGD/14B/FT
Examinations for 2014 - 2015 / Semester 2
MODULE: CREATIVE ADVERTISING
MODULE CODE: GRPH2104
Duration: 2 Hours (Including reading time)
Reading Time: 10 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 14 pages.
Page 2 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 1: (25 MARKS)
Advertising is regarded as one of the core processes in line with any
organization`s business objectives. Image 1a below shows an
advertisement for 'Care Plus' which is an anti-insect product where the
slogan of the advert is 'No insects left'.
(a) Provide a definition of ‘Creative Advertising’.
(3 marks)
(b) Analyze Image 1a and briefly describe the story or message expressed
by the static advert from your understanding.
(4 marks)
(c) ‘Publicity’ is also another way to promote an organization. From your
understanding of what is publicity, suggest three ways how good publicity
can be generated for the 'Care Plus' anti-insect product among housewives.
(3 marks)
Image 1a “Care Plus anti-insect product advertisement”
Page 3 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
Image 1c Image 1b
QUESTION 1: (Continued)
(d) Suggest two ways how bad publicity can be generated for a particular
product.
(2 marks)
(e) Provide two differences between ‘advertising’ and ‘publicity’.
(4 marks)
Seasonal advertising as illustrated in image 1b (Christmas Advert) and
image 1c (Valentine`s Day Advert) above involves sending information to
people to convince them to spend their money with a certain company and
at a specific time, event or occasion of the year.
(f) Provide three reasons why organizations have to consider seasonal
advertising in their general yearly advertising plan.
(3 marks)
(g) Provide three differences between traditional throughout the year advertising
and seasonal advertising as applied to an organization`s marketing strategy.
(6 marks)
Page 4 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 2: (25 MARKS)
One of the persuasive advertising techniques used in marketing as
illustrated in image 2a and image 2b below is the use of “Celebrity
Endorsement” where the commercial shows a popular celebrity promoting
a product. Normally viewers transfer the respect they have for the celebrity
to the product and thus are more interested to buy that product.
(a) Describe four other persuasive strategies used in advertising to encourage
customers to purchase a product.
(8 marks)
(b) Provide three reasons why advertising campaigns can fail?
(3 marks)
(c) State and briefly describe five factors affecting the consumer buying
behavior that advertisers should consider when making an advertisement.
(10 marks)
Creative advertising strategies are divided into three basic descriptions: Weak
strategies, mid-strength strategies and strong strategies. The weak strategies
involve 2 main types of advertising that are Generic and Pre-emptive.
(d) Describe briefly both the Generic and Pre-emptive advertising types giving
examples where appropriate.
(4 marks)
Image 2a "Advert: Miss Dior Perfume with
Hollywood actress Nathalie Portman "
Image 2b "Advert: Popchips with Hollywood
singer Kathy Perry"
Page 5 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
Image 3a
QUESTION 3: (25 MARKS)
Ladurée is a French luxury bakery and sweets maker house created in
1862. It is one of the top premier sellers of the double-decker macaron,
fifteen thousand of which are sold every day. They are still one of the best
known makers of macarons in the world having stores in the UK, US,
Japan, Australia, Singapore and Russia.
You have been appointed by ‘Ladurée’ company management in order to
develop their advertising plan for the year 2016 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 Ladurée macarons.
(8 marks)
Page 6 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 3: (Continued)
On the occasion of the release of a new perfume by Nina Ricci, Ladurée
intends to release a special macaron collection 'La tentation de Nina' in
June 2015 to 'associate the smell with a taste'. This limited edition macaron
collection will be available only for a period of two weeks.
(b) To ensure the success of this project, Ladurée management wants proper
planning for all possible situations whether expected or unexpected. Suggest
and describe the advertising strategy you will propose to management if
immediate response of the consumers is required in case the stock of this
special macaron collection (La tentation de Nina) is still high at the end of the
second week.
(3 marks)
(c) Over the years, other companies like 'Fauchon Paris' or ' Pierre Hermé
Paris' also started to sell macarons which eventually offered a greater choice
of macaron brands for the customers. Suggest and describe the advertising
strategy you will propose to Ladurée management if they need to reinforce
their products and brand in the mind of the consumers.
(3 marks)
Image 3b : Ladurée special macaron collection 'La tentation de Nina'
Page 7 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 3: (Continued)
In September 2015, Ladurée intends to release its first collection of luxury
gold plated designer keychain that will be sold in the different stores of
Ladurée and on the corporate website as well.
(d) Being a totally new product, Suggest and describe the advertising
strategy you will propose to management if they want to make the
consumers in general aware of this new Ladurée item.
(3 marks)
Radio advertising is based on the idea of creating an audio-only
environment and placing the listener inside of it. For its new designer
keychain collection targeting adolescents and adults of all ages, Ladurée
management would like to know if doing radio advertising would be
appropriate in such case.
(e) Specify two reasons for Ladurée to invest in radio advertising.
(2 marks)
(f) Specify two reasons for Ladurée not to invest in radio advertising.
(2 marks)
Image 3c “Ladurée designer keychain collection”
Page 8 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 3: (Continued)
In December 2015, Ladurée will release its first makeup collection 'Les
Merveilleuses' with scents and colors inspired by its macarons as
illustrated in image 3d above. On this occasion, management has decided
to include in its budget the development of a radio advert in English
language for an international audience in USA and UK primarily.
(g) Suggest a story or approach associated with an appropriate slogan that
could be used in order to develop a high quality radio advert to fulfill the
requirements of Ladurée.
(4 marks)
Image 3d “Ladurée makeup collection, Les Merveilleuses”
Page 9 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
Image 4a
QUESTION 4: (25 MARKS)
Subliminal messages are messages that are unrecognizable by the
conscious mind, but in certain situations 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 of the new Volkswagen mini car and suggest a
possible subliminal message with respect to the advert concept and design.
(4 marks)
Based on the same principles concerning subliminal messages,
advertisers have started to implement “Subliminal Advertising” for
organizations as a mean to fulfill the objectives of their marketing strategy.
(b) What do you understand by “Subliminal Advertising”?
(3 marks)
(c) Suggest two advantages of subliminal advertising.
(2 marks)
(d) Suggest two dangers of subliminal advertising.
(2 marks)
Page 10 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
Image 4b
QUESTION 4: (CONTINUED)
(e) Image 4b above illustrates the static advert created for a vacuum cleaner of
the brand "Rowenta". Suggest two slogans that can be used with this static
advert.
(2 marks)
(f) Analyze Image 4b and briefly describe the story or message expressed
by the static advert from your understanding.
(4 marks)
'Grand Scenic' is a car model by Renault corporation. The following images
shows different screenshots from the ' Grand Scenic' video advert on the
occasion of its new car model equipped with a back camera which features the
famous 3d modeled funny rabbit character also known as the “Lapins Cretins”.
Page 11 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 4: (CONTINUED)
1
2
3
Scene 2
Scene 3
Scene 1
Page 12 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 4: (CONTINUED)
4
5
6
Scene 4
Scene 5
Scene 6
Page 13 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
QUESTION 4: (CONTINUED)
(g) Suggest one slogan that can be used with this video advert of the Renault
Grand Scenic car.
(1 mark)
(h) Analyze the different screenshots from scene 1 to scene 8 and briefly
describe the story or message expressed by the video advert from your
understanding.
(3 marks)
7
8
Scene 7
Scene 8
Page 14 of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2
Image 4c “Pedigree Vital Protection dog food”
Image 4d “Crusoe and Oakley, two highly trained dogs”
QUESTION 4: (CONTINUED)
(i) Image 4c and Image 4d below shows the Vital Protection dog food of the
brand 'Pedigree' and Crusoe together with Oakley, two highly trained
dogs respectively.
Suggest a story or approach associated with an appropriate slogan that could
be used for the creation of a creative advertisement for the Pedigree Vital
Protection dog food and which should include Crusoe and Oakley, the highly
trained dogs.
Important Note: The main objective of the advertisement is primarily to make
customers aware of the Pedigree Vital Protection dog food and eventually to
call for purchase.
(4 marks)
***END OF QUESTION PAPER***