Advertising

Third Level Information Pack Contents: Sample Paper 1 (Series 3 2001) Examiner’s Report & Model Answers Syllabus Sample Paper 2 (Series 2 2001)

SAMPLE PAPER 1

SERIES 3 EXAMINATION 2001

ADVERTISING

THIRD LEVEL

(Code No: 3002)

MONDAY 17 JUNE

__________

Instructions to Candidates (a) The time allowed for this examination is 3 hours. (b) Answer 5 questions – Question 1 which is compulsory and 4 others. (c) Candidates must attempt the compulsory question or they will not be eligible for the award of a Pass. (d) All questions carry equal marks. (e) All answers must be clearly and correctly numbered but need not be in numerical order. (f) Your answers should be written in blue or black ink/ballpoint. Pencil may be used only for graphs,

charts, diagrams, etc. (g) Write legibly on both sides of the page. Rough work (if any) must be crossed through after use. (h) If supplementary sheets are used, the candidate's number must be clearly shown and the sheets

securely inserted inside the answer book. The question(s) to which they refer must be clearly numbered.

(i) Standard English dictionaries may be used during the examination. Candidates whose first language

is not English may use a bilingual dictionary.

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QUESTION 1 (Compulsory) The manufacturer of a new combined computer system and television set for use in the home has asked you to prepare an advertisement to launch the product to families. The advertisement is to have a coupon for potential customers to complete and return to obtain a brochure giving the specification and technical details as well as information on games and educational and communications software that can be run on the system. (a) Write all the copy, for presentation to the client, incorporating all the wording (including a reader

response coupon), as it would appear in typed form. (10 marks)

(b) Prepare separately the layout for the advertisement you have written ready for the printer. Roughly

indicate how headlines, illustrations, copy, response coupon and any graphic elements such as logotypes will be displayed and show typestyles and sizes of type that will be used.

(10 marks)

(Total 20 marks) QUESTION 2 (a) Define the terms: (i) intermedia

(2 marks)

(ii) intramedia. (2 marks)

(b) Explain how media research could be used to establish a combination of media for an advertising

campaign. (16 marks)

(Total 20 marks)

QUESTION 3 (a) Define the following terms: (i) trade advertising

(4 marks) (ii) co-operative advertising.

(4 marks) (b) Describe separately the substance of campaigns of: (i) trade advertising

(5 marks) (ii) co-operative advertising.

(3 marks) (c) List the printed media which would be used for press advertising for each.

(4 marks)

(Total 20 marks)

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QUESTION 4 Write a report to the Managing Director describing how direct marketing could be used by a newly-formed company.

(20 marks) QUESTION 5 (a) State how the advertising objectives for a washing powder might change as it moves through the

development, growth, maturity and saturation stages of the product life cycle. (16 marks)

(b) Discuss the options available to the manufacturer at the decline stage in terms of allocating budget and

what would be the subsequent advertising objectives. (4 marks)

(Total 20 marks)

QUESTION 6 (a) Describe the à la carte agency.

(10 marks) (b) Describe the media independent agency.

(7 marks) (c) Explain the circumstances in which an advertiser might use a media independent agency but without the à la carte agency.

(3 marks)

(Total 20 marks) QUESTION 7 Explain ways in which an agency can earn its income.

(20 marks) QUESTION 8 Describe 5 of the following terms referring to pre-production of advertising material (or getting advertisements or printed material ready for the press): (a) half-tone (b) colour separations (c) keyline (d) paste-up (e) cut and paste (f) camera ready artwork (g) register mark (h) platemaking (i) stripping-in (j) type area.

(20 marks)

QUESTION 9 Explain why and how television commercials are approved before being shown.

(20 marks)

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QUESTION 10 (a) Describe and explain the ways of pre-testing advertisements and commercials prior to them being

placed in the press or on air. (10 marks)

(b) Describe and explain how the agency might immediately test the effectiveness of the advertisements

and commercials once they have appeared or been aired. (10 marks)

(Total 20 marks)

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Examiner’s Report and Model Answers

Advertising Third Level

How to use this booklet

Examiners’ Reports and Model Answers have been developed by LCCIEB to offer additional information and guidance to Centres, teachers and candidates as they prepare for LCCIEB examinations. The contents of this booklet are divided into 5 elements: (1) General – assessment of overall candidate performance in this examination,

providing general guidance where it applies across the examination as a whole

(2) Questions – reproduced from the printed examination paper (3) Model Answers – summary of the main points that the Chief Examiner expected to see in the answers to each question in the examination paper (4) Examiner’s Report – constructive analysis of candidate error, areas of weakness and other comments that apply to each question in the examination paper (5) Helpful Hints – where appropriate, additional guidance relating to individual questions or to examination technique Teachers and candidates should find this booklet an invaluable teaching tool and an aid to success. The London Chamber of Commerce and Industry Examinations Board provides Model Answers to help candidates gain a general understanding of the standard required. The Board accepts that candidates may offer other answers that could be equally valid. Note LCCIEB reserves the right not to produce an Examiner’s Report, either for an examination paper as a whole or for individual questions, if too few candidates were involved to make an Examiner’s Report meaningful.

© LCCI CET 2001 All rights reserved; no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the Publisher. The book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover, other than that in which it is published, without the prior consent of the Publisher. Typeset, printed and bound by the London Chamber of Commerce and Industry Examinations Board.

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Advertising Third Level Series 3 2001 GENERAL COMMENTS Candidates should learn the appropriate formats (such as business letter, memos and notes). There is still a sad lack of report writing as answers even when requested in the question and it would seem that those candidates who fail to use business-like formats do feature the least amount of technical information. Many of the questions require a response with the correct technical terms but it is obvious that candidates have merely guessed at the meanings or only partially learned them without understanding them. It would help if the candidates had referred to the How to Pass Advertising book or at least some textbooks (as there was evidence of one centre where candidates had not learned any terms from any textbook, past or present). It would also help if candidates were given wider experience of the topic area - a visit to a Printing Company would have helped candidates understand printing more thoroughly. Candidates also used the routine meaning of terms which might exist outside advertising but failed to use their specific meanings related to advertising (eg ‘cut and paste’ was often referred to, and described as a computer term in Question 8, when the answer required related to its significance in the preparation of printing material). It is also obvious that centres do not subscribe to Examiner’s reports as many of the same mistakes are repeated year after year. It is also obvious that candidates are not being taught or not learning sections of the syllabus and this was particularly apparent in answers to Questions 8, 9 and 10.

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QUESTION 1 (Compulsory) Model Answer to Question 1 Candidates should include the following: (a) Copy

Format for presentation to client

Headline Sub-headings Body copy Indication of illustrations (eg transparencies/photographs) Instructions for sending off coupon Complete coupon details (including response reference code). Strapline Indication of graphic details (logos/flashes) Creativity and innovative ideas

(b) Layout

Layout of elements: (i) Headlines (ii) Sub-headings (iii) Body copy (iv) Illustration (v) Coupon (vi) Logos and other hand drawn graphics

Standard of presentation Technical specification:

(i) Type size and style (ii) Type of illustration

(iii) Use of graphics Examiners Report on Question 1 More improvements were again evident this year and it is reaching a stage that candidates from some centres actually get part (a) perfectly correct but candidates fail to earn as many marks as they could from part (b). It is not dependent on an ability to draw but neither is it meant to be a block diagram. Candidates should refer to Chapter 11 in the ‘How to Pass Advertising’ book as this is a useful guide to the principles of layout which can be reinforced by obtaining layouts from the production department of agencies or even from printing companies.

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QUESTION 2 Model Answer to Question 2 (a) (i) Intermedia comparisons are used when the media department looks at similar publications, radio

stations or television channels separately to see if press, television or radio have audience profiles, substantial sections of which might coincide with the profile of the audience being targeted by the advertising campaign.

(ii) Intramedia comparisons are made between one medium or another (eg television compared with

the press, radio compared with the press) to determine if one is better than another (which is known as comparisons).

(b) It is usual to use several media to target the same audience at different times and to use appropriate

ones to deliver different aspects of the message thus contributing to an integrated campaign:

The media planner would therefore consider the following:

Television advertising for impact to gain attention and create awareness as well as image building National newspapers and magazines to give detailed information such as specifications and credit details as well as comparisons with competing products (‘Benchmark Advertising’) If a response is wanted, coupons could be included in the advertisement or a freephone/toll free number can be printed Regional and local newspapers for co-operative advertising or advertisements to draw attention to local outlets Radio to create image and mood for the product (as well as local stations to draw attention to local outlets/stockists) Posters for impact, to draw attention to the product, underline brand image and remind customers of the messages from the other media being used Cinema to remind as well as giving impact (but on a limited basis as people go to the cinema infrequently) Direct mail to inform retailers and wholesalers of the commercial benefits offered by the product and inform them of the promotional support being provided in the consumer market-place Trade advertising to convince the retailers of the messages being communicated by the direct mail

Note: Examples that specifically refer to integrated approaches are essential. Examiners Report on Question 2 Very few candidates failed to gain marks for the first part either by not attempting it or by hazarding a guess at their meanings (and often interpreting them, incorrectly, as internal media or media external to the organisation). The few candidates who were able to define the terms in part (a) were also able to explain the requirements for part (b) but other candidates did manage to pick up marks on this second part, in some cases enough to pass. Candidates should also look at the model answer for this question as it was a particular use of the media that the Examiner was looking for but it would have been acceptable, in this instance, to have referred to the use of independent media research provided a range of media was suggested as an integrated marketing communications campaign.

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QUESTION 3 Model Answer to Question 3 (a) (i) Trade advertising is part of the essential ‘selling in’ or the ‘Push’ of the ‘Push/Pull Process’ of ensuring that the trade - wholesalers, distributors and retailers - is motivated to stock - on a ‘sale or return’ basis - or even buy the product to sell on to customers and consumers. For this, manufacturers and suppliers use trade advertising – to promote to the trade or intermediaries. (ii) Co-operative advertising is undertaken by manufacturers and retailers who combine their efforts

(and their budgets) to undertake specialist promotions emphasising that a particular brand or product is to be made available only through a certain outlet. It is not restricted to any one particular outlet or chain but done by manufacturers at different times with different retailers so that they do not purchase the maker’s rival brands.

(b) (i) Trade Advertising The trade consists of enterprising business people, who are not concerned with whether the

product can fulfil their physical needs or satisfy their psychological wants. So the trade advertising emphasises qualities that will make the product saleable to their end customers and so provide sufficient income and profit.

Trade advertisements are likely to feature the price that the customers are expected to pay (the

recommended retail price or RRP) and the discounts that are available for purchasing in bulk - the difference being the margin or profit that the distributor, wholesaler or retailer can expect. It may include the results of any market research indicating the potential acceptance levels and likely demand within the market-place.

The advertising may include the promotional support that is planned in terms of launch advertising

(with details of the advertising budget and the scheduling of advertisements and commercials). It might state sales promotion schemes to encourage customers and consumers to try and buy the product. It might also include incentives for the stockist and his staff (to encourage them to push the product at the expense of competing brands).

Trade advertising would also state the POS and display material available as well as any in-store demonstrations that were planned. For consumer durables, it may also include leaflets,

manuals and brochures that can be supplied and may also incorporate the possibility of credit facilities which will stimulate purchase and include a gain for the stockist.

(ii) Co-operative Advertising The message remains relatively simple - for a limited period, this brand/product/model/pack is only

available at this outlet at a special offer price or with an extra gift. The limited period may only be one Saturday and the gift may be a free cosmetic cleaning cream with a complete beauty kit.

The offer might be a special model (of domestic appliance or motor vehicle) while alternatively it

may be special offer pack exclusive to an outlet. However, it might equally be the standard model or pack.

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Model Answer to Question 3 continued (c) As trade advertising has the kind of information that manufacturers would not want the retailer’s

customers to read, specialist media, called trade press is used - publications targeted at the wholesalers, distributors and retailers.

These can include (as examples but take local variations):

‘The Grocer’ for consumables such as foodstuffs and household products

‘Chemist and Druggist’ for over-the-counter (OTC) and non-ethical drugs medicines and healthcare products as well as cosmetics and haircare products sold in chemist shops

Cosmetics, beauty products and perfume are also promoted to the trade by ‘Soap, Perfumery and Cosmetics’ magazine

Advertisements promoting products like sweets, cigarettes and newspapers to newsagents, tobacconists and corner shops are carried by publications such as ‘CTN - Confectioner, Tobacconist, Newsagent’ which would also feature any other products that could be profitably supplied via these outlets

Other magazines targeted at the trade include journals such as the ‘Independent Electrical Retailer’ which promotes electrical appliances to the retailer and distributor

If the co-operative advertising is with a national chain, then national media will be used but backed up

by local press for local branches. Local newspapers would however be used for local promotions between a local store and a manufacturer (even if the manufacturer is a national household name).

In addition to conventional advertising, there could be leaflet drops (by door-to-door distribution in the

neighbourhood) and special point of sale (POS) and other display material jointly financed by suppliers and seller.

Examiners Report on Question 3 This was the most frequently answered question and answered well most times. In part (a), trade advertising was often referred to as only ‘business-to-business advertising’ or ‘industrial advertising’. While the first would have been acceptable if the connection had been made between a manufacturer, for example, communicating with the wholesalers and retailers but it is definitely not ‘industrial advertising’ of raw materials, components, supplies and services from one producer to another producer. There are still candidates who are confusing ‘corporate advertising’ and ‘co-operative advertising’. Others defined co-operative advertising purely in terms of joint advertising, or, it was stated to be ‘advertising by a co-operative’. In part (b), candidates failed to provide the substance of the messages that were required. For (b)(i), this should have been profitability, discounts etc, for the retailer and for (b)(ii) there should have been mention of the product being available, exclusively (and for a limited period) from a particular outlet. Consequently, candidates supplied information on the means, methods and media (which was required for part (c)). For part (c), candidates included many forms of printed matter but did not always include media such as trade journals for promoting to the wholesalers and retailers and newspapers and consumer magazines for co-operative advertising. This was all that was required except for examples of named publications to gain the marks on offer.

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QUESTION 4 Model Answer to Question 4 Report To: Managing Director From: A Candidate Date: 27 June 2001 Title: The Use of Direct Marketing 1 Definition/description such as: ‘Direct marketing is selling goods or services without shops and usually without personal sales people,

direct to customers in response to orders generated by direct mail shots, leaflets, catalogues, telephone calls and printed or broadcast advertisements’. Lately, it has included

e-commerce. 2 Reference to ‘mail order’ or ‘selling-off-the-page’.

Direct marketing aims to secure an order with an integral coupon that is actually an order form asking for name and address, details of size, quantity required etc and a request for payment (such as sending a cheque, postal order or giving credit card details etc).

It is an effective means of selling bargains, novel inventions or products that the customer may not

readily want to be seen buying (eg treatments for baldness including wigs, slimming aids) or correspondence courses to people not prepared to state publicly that they had no education. No need to ‘sell-in’ to established retailers or to open an individual shop or store so saving costs on premises, equipment and/or staff.

3 Inclusion of a selection of relevant techniques as simple and cost-effective ways of getting into the

market and selling goods and services:

Press advertisements especially in the weekend newspapers but also in magazines of general consumer interest and specific taste Broadcast (radio and TV) advertising where goods are shown or discussed for viewers and listeners to phone in their orders on freephone or toll free lines and complete the transaction with their credit card details Dedicated television channels aimed at home shopping using the techniques above but likely to eventually include interactive shopping whereby order and payment details are entered by remote control General mail order catalogues (eg clothing and household goods catalogues run by housewives for pin-money or extra income) or specific catalogues (eg stamps for philatelists) Leaflets inserted into magazines and newspapers (for records or book clubs) Leaflets and catalogues sent to named individuals on mailing lists of potential customers who may have a specific criterion for receiving direct marketing offers - not least of which will be that they have bought goods this way before. This can be people of a certain income but it may be an interest such as wine drinking or interest in the environment Leaflets and catalogues distributed door-to-door in a neighbourhood such as undertaken by housewives selling Avon Cosmetics Party plan promotions such as those organised by kitchenware manufacturer, Tupperware, to sell to housewives at social gatherings in one of their homes. Party plans are also used to sell cosmetics and beauty aids to the bride and her friends at traditional hen parties prior to the wedding or new mothers in maternity hospitals in Canada Catalogues from outlets in the High Street where the choice is made from the catalogue but ordered and collected from the store (defined as direct response marketing because there is no selling, demonstration or chance to inspect the goods)

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Examiners Report on Question 4 Too many candidates interpreted this as ‘marketing directly to the customer’ without reference to that element of the Promotional Mix that is direct marketing (which was originally mail order but now refers to direct response marketing via newspaper advertisements, catalogues and telemarketing). It also includes e-commerce or buying via the Internet but the mention of this tended to dominate answers without any identifiable relationship with direct response marketing so it was not clear whether the candidate did have an appreciation of direct marketing as such. Other answers concentrated on a mere description of the activities of direct marketing but the candidates made no particular reference as to how it could be used by a newly-formed company.

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QUESTION 5 Model Answer to Question 5 (a) Development

To launch the product or service

To create awareness To generate interest To generate initial sales enquiries To overcome resistance to new ideas or product concepts To promote the corporate/brand image To attract and support distributors

Growth

To increase awareness To maintain interest To generate repeat sales enquiries To convert enquiries to sales To overcome resistance to new ideas or product concepts (especially by late majority/laggards) To promote the corporate/brand image

Maturity

To remind existing users To reassure previous purchasers To maintain acceptance as the profile of the customer changes To keep the market informed when the market is changing To maintain regular demand (to ease production even though there could be peaks and troughs in sales) To reinforce the corporate and brand image To promote product ranges To sell by-products and spin off services (supplies, after sales repair and maintenance)

Saturation

To maintain loyalty of existing users To keep sales persons or outlets busy (including building store traffic) and so maintain loyalty of intermediaries To support individual sales persons or outlets To promote new or improved versions To promote product ranges To sell by-products and spin off services (supplies, after sales repair and maintenance)

(b) In the decline stage, the advertiser has the following options: Pull out of the product supply (especially if non-profitable) so objectives might be:

To clear surplus supplies To reinforce the brand name for selling on (as Management Buy-Out [MBO] or Management Buy-in)

Develop the product for a niche hence the objectives may be:

To prolong the life of the product in a declining market To counter declining sales (due to competition) To maintain loyalty of existing users To win back previous purchasers To re-position the products as niche products with premium pricing

Examiners Report on Question 5 This was a popular question and was well-answered in general but candidates included too much information about the marketing aspects of the product life cycle and too little on advertising objectives. It would also

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help candidates who answer this type of question if they used the report as lists of SMART objectives – they would have earned better marks than those answers with one or two objectives hidden in large tracts of text. Many described the means and methods that they intended to use at each stage of the product life cycle (including combinations of media advertising, public relations and sales promotion) rather than the objectives that they hoped to achieve in communicating with the target audience (eg ‘to create awareness…'). Most candidates discussed available promotional strategies relating to the future of the product in part (b) but were unable to discuss the options available in budget terms and often failed to state the subsequent advertising objectives.

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QUESTION 6 Model Answer to Question 6 (a) A La Carte Agency Breakaway from the full service advertising agency, the ‘à la carte’ agency is so called because the

client can choose the precise creative service from a menu of activity and does not have to have the total offering of the full service agency.

Used by clients who only require work done on an occasional basis - when they launch a new product

or service or when they take up a fresh sale or marketing initiative etc. Sometimes called a creative shop (‘hot shop’), which will develop the proposition and concepts to meet

the advertising brief of the client. At a later stage the client may return with another brief but there is no compulsion.

Originally, such agencies worked on media advertising campaigns but gradually they either expanded to

cover other functions such as packaging and display or into even wider fields to cover areas like complete product development from initial product concept through to brand development. This would encompass the brand name, the package design and the presentation across the promotional mix.

(b) Media Independent Agency As full service advertising agencies are able to negotiate favourable prices with the media, due to the

sheer volume of space and air-time that they purchase on behalf of their own clients, media independents were set up to buy on behalf of several à la carte agencies representing several clients so there would be further economies of scale by buying in bulk. Media independents therefore have immense buying power and so can negotiate favourable prices which they pass on to the agencies who pass them on, in turn, to their clients.

The can also act independently of the advertising agencies and the media sales departments selling

space and air-time direct to certain large advertisers. (c) Usually media independents work effectively with the ‘à la carte’ agency but could also work

independently for an advertiser. If existing creative concepts already exist (from an overseas parent company), then the advertiser might

use a media independent. The advertiser might produce own creative ideas and have them ‘paper set’ or made by the television channel/radio station etc.

Examiners Report on Question 6 Candidates responded well to this question providing descriptions of the agencies in parts (a) and (b) although there were negatives related to the a la carte agencies (eg they do not receive commission) which were repeated as positive attributes when related to media independents. Although, the majority of candidates stated the main reason (in part (c)) for using the media independent (ie artwork already exists) it was often lost amongst a number of irrelevant reasons. There was also a tendency to cite economy as a reason but this was not given any explanation or justification and seemed to be a stock answer.

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QUESTION 7 Model Answer to Question 7 Commission only Once the bulk of the income for an advertising agency, commission does still play an important role in contributing to the agency’s income especially where there is a heavy commitment to ‘above-the-line’ media. Once the schedule is agreed, the media buyer negotiates the final price for space or air time with the media advertisement manager when the commission level will be established. Although the rate card price might be £10,000, the commission system would work as follows once the final price has been set: Negotiated price = £9,000 Commission (10%) = £900 (discounted to agency) _______ Cost to agency = £8,100 Mark-up/Handling Charge = £1,429.65 (17.65%) _______ Actual total cost = £9,529.65 Reference to recognition, credit worthiness Split/rebated commissions

Commission paid as agent for media but agency plays fair with advertiser by passing on savings and buying prudently.

Handling charges (or mark ups) With the move towards a fuller range of services, advertising agencies earn income from the mark-ups and handling charges for projects that they undertake on behalf of clients (including sales promotion, exhibitions and display material). This applies when work is done entirely within the agency or when it may be only managed by the agency and let out on contract to external suppliers or subsidiary divisions or companies. Standard 17.65% added onto the internal costs or the charges made by the external supplier. Fee based systems • Fee plus commission • Flat fee only • Cost plus • Cost plus fee Fee plus commission system charges for executive advice and consultancy in addition to the monies earned from commissions for the agency to give objective advice and not suggest solutions that rely heavily on media advertising. Flat fee only approach depending on high quality advice being made available (on branding and positioning) and may be useful where lightweight media campaigns are eventually required. Cost-plus method If there is no media advertising at all, the agency then acts as service provider co-ordinating outside suppliers and then marking it up by a percentage as with handling charges or ‘mark-ups’. Cost plus fee method where money is earned from the fee (provided the client is not over-serviced) but there is chance to earn (marked up) income from activity recommended if prudently proposed and executed (not ‘killing the golden goose’). Examiners Report on Question 7

Several candidates did correctly answer this question so there were appropriate mentions of commission payments (from the media) and the use of mark-ups. Answers, however, could have been improved by information on other forms of income as candidates did not go beyond the commission system and others should have included more explanations as they gave the impression that the Examiner must know what was

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meant. Candidates must inform the Examiner that he/she, the candidate, knows the different forms of remuneration. Even though this is an advertising examination, candidates failed to appreciate that it was an advertising agency referred to in the question and so there were answers on how agencies operated generally. Alternatively, there were descriptions on the work that an advertising agency does to earn its income which was not required either.

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QUESTION 8 Model Answer to Question 8 (a) ‘Half-tone’ - produced by a screen of cross-hatched lines between a black and white photographic print

and the film in the process camera which refracts the shades of black and white into a series of various sized dots on film which is stripped into the overall film for platemaking.

(b) ‘Colour separations’ are the four pieces of film produced by a photographic process when different

coloured filters are placed on the lens of the process camera each representing one of the colours of the four or full colour process (ie cyan, magenta, yellow and black). At the same time, the cross hatched screen reduces the shades of each colour to small dots as in a half-tone. Can also refer to the overall pieces of film for printing of the whole page advertisement.

(c) ‘Keyline’ - are drawn on the artwork to be reproduced on the film to indicate the position for later

‘stripping-in’ of the half-tone films of the photographs (to be produced in black and white) or colour separations produced from transparencies (for four or full colour process work).

(d) ‘Paste up’ or ‘finished artwork’/‘camera ready artwork’ needed for each newspaper and magazine as

the type area (or size of space in which the advertisement has to appear) which differs even if the page sizes are the same so the size of the paste up varies.

(e) ‘Cut and paste’ technique of placing elements of the finished artwork such as headlines, body copy

and drawn elements (such as logos) after they have been cut from repro sheets or PMTs etc to create ‘paste ups’/'finished artwork'/'camera ready artwork’.

(f) ‘Camera ready artwork’ is produced on a flat, stable sheet of card as it is used to produce film for

platemaking and so has to be dimensionally accurate. The elements of the final design are accurately pasted in place by the finished artist. The elements include headlines and body copy (which might be hand-set or photoset by the typesetter) and drawn elements (such as logos) after they have been cut from repro sheets or PMTs etc. The ‘camera ready artwork’ will also have ‘keylines’ so that half tones or colour separations can be stripped after they have been processed.

(g) ‘Register mark’ - ensure that the four different colour images match up when printed during the four or

full colour printing. It looks like this: These appear on each of the colour films and so are reproduced on the colour plates for the printer to

line them up when setting the printing presses before a print run. (h) ‘Platemaking’ is the creation of plates for printing for the lithographic or flexographic process but it can

also refer, sometimes to making the half-tones and colour plates for letterpress (although strictly speaking this is ‘block making)’. Plates are made by placing the reprographic film on the pre-sensitised sheets and then exposing them to a strong light – rather similar to making a contact print in photography. The plate is then developed and fixed (again, like producing a photographic print). It can then be used to print as the image will pick up ink and the non-image areas reject it.

(i) ‘Stripping in’ is when the single ‘half-tone’ produced from a black and white photographic print or the

four ‘separations’ produced by the repro house from a transparency are precisely taped within the keylines reproduced from the finished artwork on the appropriate sheet of film. For a black and white advertisement, there would only be one sheet of film but for full-colour work, there would be four films to make the separate plates (for the cyan, magenta, yellow and black printing) of the four colour process.

(j) The ‘type area’ is the exact area in which the advertisement is to appear. It is not the same size as the

page and allows for margins for guillotining. Also the ‘type area’ varies with publication so it is necessary to produce artwork for each publication to suit the ‘type area’.

Examiners Report on Question 8 Every part of this question that was to be answered (and there were only 5, although candidates did attempt to define all 10) required a specific description of the technical term.

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The Examiner deliberately restricts this type of question to a particular topic which was indicated at the start of the question with ‘pre-production’, printed material’ and ‘press’. Many chose to ignore this so ‘keyline’ was often described as the most important part of the advertising message and ‘register mark’ interpreted as ‘trade mark’ even by candidates who had correctly defined other terms as those related to printing. A visit to any kind of printing works would have helped candidates to answer this question fully. Not only is this an interesting way of learning but even if they never go into advertising, they may, as business people be buying print for any number of reasons.

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QUESTION 9 Model Answer to Question 9 Cogent arguments/reasons for approving television commercials covering areas such as:

Exploiting vulnerable groups (eg children)

Protecting viewers from themselves (as with banning cigarette or alcohol advertising, cures and remedies, slimming aids etc) Offending religious/political beliefs Corrupting and depraving by obscenities Cheating financially or dishonest representation Making false or unsubstantiated claims Need to show and explain credit facilities

Description of an approval system (UK model supplied but local systems can be used). Broadcast Advertising Clearance Centre The Broadcast Advertising Clearance Centre (BACC) examines scripts and videotapes to ensure that they meet the requirements of the ITC codes. Only if the script is approved by them does production go ahead and only once the videotape has been approved can the commercials be shown. The procedure for checking television advertising is as follows: Stage 1 (Script Approval): Five copies of the script, consisting of a numbered list of frames (the pictures etc) are submitted to the Broadcasting Advertising Clearance Centre with voice over (V/O) or wording and any camera directions and sound effects (including music track). If it is likely that the BACC or advertiser believes there may be a problem, then a storyboard may be required. In addition, the advertiser may choose to submit, or the BACC might ask for, factual support or evidence to be submitted especially for advertising that includes clinical or technical information (such as the formulae for products); offers on consumer credit or any other financial basis, sales and special claims or competitions. A single copy with approval or stating amendments required is returned to the advertising agency. Stage 2 (Rough-cut approval – prior to the marriage print) Stage 3 (Tape Approval): A broadcast standard video tape recording (VTR) of the finished commercial is submitted, and if there are no controversial points then it can be shown. Otherwise, the advertising agency is asked to re-edit the tape, make amendments and then re-submit it. Although the BACC committee reviews scripts on a daily basis, it takes 2 days to turn around approval on any advertisement even if it is required in a rush. Examiners Report on Question 9

Only occasionally did candidates correctly refer to approval by regulatory bodies either of a general nature or set up to control broadcast commercials. There was, though, mention of certain products or subjects that were taboo but far too many candidates concentrated on gaining approval from the client with some referring to agency review boards or less formal discussions between agency staff.

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QUESTION 10 Model Answer to Question 10 (a) A selection (up to 5) from the following should be included with explanations: Discussion and Interview Methods

Group discussions (including mini-groups)

Paired interviews Depth interviews Semi-structured and structured interviews

Folder Tests Hall and Theatre Tests Physical Testing Methods

Tachistoscope Shade box or Variometer Psychogalvanometer Polygraph Eye Movement Camera (and variations on testing eye activity)

Split Run Testing Test Marketing (b) A selection (up to 4) from the following should be included with an explanation:

Recall testing and/or US variation involving making telephone calls 24 hours after the commercials have appeared (known as 24 hour recall).

Reading and noting tests

Checking Response and Sales Consumer Panels Retail Audit/Dealer Audit Tracking studies Examiners Report on Question 10 Both parts, if answered, were answered to a reasonable level with part (a) covering discussion groups etc although there was some confusion whether ‘recall’ and ‘reading and noting’ were pre-production or post production testing. In this case production refers to the advertisements or commercials having been completed and appearing as part of the actual campaign (and not for test marketing). Discussion groups (possibly confused with consumer panels) were mistakenly included in part (b). The minority who chose to answer this question did use it effectively to air their knowledge on monitoring and evaluating advertising.

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Extended Syllabus

Advertising Third Level

Aims The aims of this syllabus are to enable candidates to develop: • knowledge and understanding of advertising as part of the marketing of products, services and

organisations. • relevant advertising messages within constraints of law and codes of practice • an awareness of the principles of delivering relevant messages to the selected target audiences • advertising material aimed at the selected target audiences Assessment Objectives The examination will assess the candidates’ ability to: • demonstrate a knowledge of the roles and functions of advertising • understand the benefits and assistance provided by research of advertising campaigns • identify target audiences, markets and segments • appreciate the different types of advertising used by organisations • show how advertising departments and managers operate • understand the structure and operation of advertising agencies • explain how appropriations are set and budgets are met • show how agencies charge and earn their income • plan and deliver advertising campaigns from initial briefing to client presentation • understand the principles of advertising layout and how printed material and print

advertisements are produced • produce copy for press advertisements, scripts and storyboards for broadcast commercials • understand how radio and television commercials are produced • explain the role of media research

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• understand the role of media planning and media buying of space and air-time • explain the legal and voluntary controls placed upon advertising, advertisers and agencies • appreciate the need for advertising assessment and evaluation • understand the impact of technology Target Audience and Candidate Progression This qualification is intended for those beginning their careers in advertising either in a commercial or industrial company or in a non-profit organisation (such as a charity, trade association or government department) that undertakes advertising on an extensive scale. It is also aimed at those working or seeking to work in advertising agencies or associated organisations such as public relations consultancies, sales promotion companies and direct response marketing agencies. It is also intended for those involved in, or preparing for a career in, marketing so that they might understand the principles of advertising when needing to use it for the promotion of companies, products and/or services. Successful candidates who also obtain passes from 2 different LCCIEB Third Level subjects (from the pool of subjects listed in the Group Awards section of the Guide to LCCIEB examinations) in one series of examinations or with the required single subjects gained On Demand within 3 calendar months of the first examination date will be eligible for an LCCIEB Third Level Group Diploma. Successful candidates who also obtain passes from 2 different Third Level subjects chosen from Marketing, Selling and Sales Management, Customer Service or Public Relations within a period of 24 months will be eligible for the LCCIEB Third Level Diploma in Marketing. Holders of the LCCIEB Third Level Group Diploma in Marketing, or the Third Level Diploma in Marketing, can gain direct entry to the Certificate in Marketing of the Chartered Institute of Marketing. Level of English Required Candidates should have a standard of business English equivalent to LCCIEB English for Business Second Level. However, their knowledge of specialist Advertising terminology should be equivalent to Third Level in terms of vocabulary.

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Syllabus Topics 1 The Role of Advertising 2 Types of Advertising 3 The Advertiser 4 The Advertising Agency 5 Creating Press Advertisements 6 Creating Broadcast Commercials 7 Producing Advertisements 8 Production of Commercials 9 Selection of Media 10 Media Research 11 Media Planning and Buying 12 Voluntary Controls 13 The Law and Advertising 14 Advertising Evaluation and Assessment 15 The Impact of Technology Coverage of Syllabus Topics in Examinations The compulsory question in each examination paper will be from Syllabus Topics 5 or 6. Questions on the remaining 13 syllabus topics will appear in examination papers at regular intervals. Examination Format • The time allowance for the examination is 3 hours • Question 1 will be compulsory and must be answered by all candidates

• Candidates should then attempt 4 other questions from a choice of 9

• All questions are worth 20 marks each

• At least one question will require an answer in the form of a report, letter or memorandum

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Guided Learning Hours LCCIEB recommends that 140 - 160 Guided Learning Hours (GLHs) provide a suitable course duration for an ‘average’ candidate at this level. This figure includes direct contact hours as well as other time when candidates’ work is being supervised by teachers. Ultimately, however, it is the responsibility of training centres to determine the appropriate course duration based on their candidates’ ability and level of existing knowledge. LCCIEB experience indicates that the number of GLHs can vary significantly from one training centre to another. Candidate Answer Guidance Answer Formats Unless otherwise requested, candidates will be asked to provide answers in one or more of the following formats: • report format in appropriate advertising language • letter • memorandum • advertisement • notes If requested to answer in the form of a report, candidates will need to structure their report with headings and sub-headings. The report should have at least 3 sections: an introduction, a main section and a conclusion or recommendations. The introduction should indicate the purpose of the report and for whom the report is intended. The main section should use a concise essay style or bullet points. The report needs to finish with a conclusion which should include candidate recommendations. If requested to answer in the form of a letter or memorandum, candidates should use appropriate letter or memorandum layout. Letters will need to include name and address, detail of the sender, name and address of the receiver, the correct salutation (‘Dear Mr....’), subject of the letter, correct sign off (‘Yours sincerely’ or ‘Yours faithfully’) as well as the name and position of the writer.

Memoranda should include the heading ‘MEMORANDUM’ and show date, sender and recipient(s) as well as the subject of the memorandum.

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Candidate Performance Measurement Pass Mark Information Pass 50% Credit 60% Distinction 75% Mark Allocation A positive marking approach is used. Marks are not deducted for spelling, vocabulary, grammar or punctuation. Recommended Reading List and Support Material Reading List Title Author(s) Publisher ISBN Code

How to Pass Advertising Third Level

C Francis LCCIEB 18624 7070 7

The International Chamber of Commerce Codes of Practice (or national equivalent). Support Material Examiners’ Reports and Model Answers and past question papers can be purchased from the LCCIEB Customer Service Department.

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Syllabus Topic Items Covered 1 The Role of Advertising Candidates must be able to:

1.1 Explain the relationship of advertising to marketing and the marketing mix

1.2 Describe and explain the objectives that advertising aims to achieve

1.3 Describe how advertising is used to promote new and existing products and services

1.4 Describe how advertising is used to establish branding, positioning and pricing

1.5 Describe how advertising is used to encourage

distribution and support retailing (‘selling in’ or ‘push’ strategies)

1.6 Describe how advertising persuades target audiences to purchase and use products and services as customers, consumers and end-users

1.7 Explain the role of advertising in integrated marketing communications in conjunction with other promotional activity

1.8 Describe segmentation and explain how target audiences are identified

1.9 Explain the use of market research including

research into customer behaviour models for the effective communication of advertising messages

1.10 Describe and explain the use of advertising by non-commercial and non-profit organisations

1.11 Describe and explain the benefits and drawback

of international and multi-national advertising companies including the problems of language and cultural differences, levels of technical development and co-ordination of production

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2 Types of Advertising Candidates must be able to: 2.1 Define and describe consumer advertising

campaigns targeted towards purchasers, specifiers and end users of fast moving consumer goods (FMCGs), consumer durables and other products and services

2.2 Define and describe generic advertising 2.3 Define and describe trade advertising and other

promotions targeted at wholesalers, retailers and other intermediaries

2.4 Define and describe co-operative advertising 2.5 Define and describe the differing uses of

business-to-business, trade and technical and industrial advertising

2.6 Define and describe recruitment advertising 2.7 Define and describe financial advertising 2.8 Define and describe corporate advertising 2.9 Define and describe direct response advertising

and marketing 3 The Advertiser Candidates must be able to: 3.1 Describe and explain the role of the advertising

manager 3.2 Explain how the advertising manager liaises with

the marketing, product brand and other managers 3.3 Explain how advertising objectives are set within

the company based on marketing objectives and sales forecasts

3.4 Explain how appropriations are set and budgets

compiled based on marketing and promotional objectives and sales performance and forecasts

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3.5 Describe how the advertising manager controls promotional expenditure

3.6 Explain how the advertiser briefs, appoints,

liaises with and controls the advertising agency 3.7 Explain how the advertising manager might

control below-the-line activity (eg organising exhibitions, sales promotion and sales support material) either as an in-house activity or contracted out to specialist suppliers

3.8 Demonstrate how the role and function of the

product/brand manager encompasses the responsibilities of the advertising manager (as well as other duties)

4 The Advertising Agency Candidates must be able to: 4.1 Define and describe the full service advertising

agency and its operation 4.2 Explain the structure and services of full service

agencies 4.3 Define and explain the role of the account

handling, creative, media and production departments and their staff

4.4 Describe the role of specialist facilities such as

marketing, public relations, sales promotion, direct response marketing and research in full service agencies

4.5 Describe the operations of specialist agencies and

consultancies providing public relations, sales promotion, direct response marketing, sponsorship and research services direct to the client

4.6 Explain the use of bought-in services by

advertising and promotional agencies of all types

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4.7 Define and explain the operation of an ‘a la carte’ agency including the type of work that it undertakes on behalf of clients

4.8 Explain the role and function of the media

independent type of agency including the type of work it undertakes for clients and agencies

4.9 Describe and explain the operations of the

specialist agencies handling business-to-business, trade and technical and industrial accounts; recruitment and financial advertising; direct response

4.10 Identify different types of clients that would use

particular types of agencies

4.11 Explain the ways that agencies work with different clients

4.12 Explain how agencies earn their income

(remuneration) via the commission system, fees and mark-ups and handling charges

4.13 Explain how agencies act as agents for the media

and therefore have to prove their creditworthiness for recognition and accreditation by the media

5 Creating Press Candidates must be able to: Advertisements

5.1 Describe and explain account and campaign planning from strategy meetings through brainstorming sessions, creative groups and art direction, visualisation and copywriting, to pitching and presentation

5.2 Explain how and why agencies might use external design studios and freelance creative services

5.3 Write the copy for printed advertising material

including headlines, body copy and text for coupons, and address details for presentation to clients

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5.4 Lay out printed advertisements incorporating elements such as display and text type (including typefaces and type sizes), illustrations and graphics (such as logos) and coupons/address details

6 Creating Broadcast Candidates must be able to: Commercials

6.1 Write scripts (with complete directions and instructions) for radio and television commercials

6.2 Create a basic TV commercial storyboard incorporating visual elements, camera directions, voice overs, sound effects and musical themes such as jingles

7 Producing Advertisements Candidates must be able to:

7.1 Describe and explain how the production department in the agency manages the supply of artwork, film and finished print material for use in advertising campaigns

7.2 Explain the job numbering system and describe the operation of traffic control

7.3 Describe and explain print production techniques

(with reference to the 4 colour process and lithography, flexography, gravure and screenprinting)

7.4 Describe and explain the production stages from

client approval of visuals and copy, to appearance in print

7.5 Explain technical terms used in the production of

press advertisements and printed material

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8 Production of Commercials Candidates must be able to:

8.1 Describe and explain the production stages of a radio commercial from client approval of the script, to broadcast on radio

8.2 Describe and explain the production stages of a television commercial from client approval of the script, to broadcast on television

8.3 Explain approval procedures by regulatory bodies

to ensure codes comply with mandatory and voluntary codes of practice

9 Selection of Media Candidates must be able to:

9.1 Explain the structure of advertising media including publishers, TV stations and channels, cable and satellite TV, outdoor advertising (roadside and transportation), cinema and commercial radio

9.2 Describe and explain the use of media with

reference to primary and secondary media (plus integrated marketing communications)

9.3 Define and explain above-the-line and below-the-

line media 9.4 Define and explain intermedia and intramedia in

advertising campaigns

9.5 Describe and explain how media are selected based on the effective ways that they deliver advertising messages or aspects of them

10 Media Research Candidates must be able to:

10.1 Describe and explain how messages can be targeted using research to establish the profile of customers and consumers exposed to various media

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10.2 Describe and explain how messages can be targeted at different audiences based on research into reach and coverage (and hence wastage)

10.3 Describe and explain how research might be

undertaken by independent companies into the target audiences exposed to advertising in the press, on television and radio, in the cinema and on posters

10.4 Describe and explain how media owners use independent research and their own research to show how advertising can reach their readers, viewers and listeners

10.5 Demonstrate how organisations providing below-

the-line promotional services can assist advertisers in targeting customers and consumers

10.6 Describe and explain the difference between

readership and circulation 11 Media Planning and Buying Candidates must be able to:

11.1 Explain how media schedules are created and used

11.2 Demonstrate how media is selected to ensure that

the right message reaches the right audience at the right time, and is used by different organisations to promote services

11.3 Describe and explain how space and air-time are

bought on behalf of clients by advertising agencies

(The 2 items covered in 11.3, to show how

opportunities to see (OTS), opportunities to hear (OTH), cost per thousand (CPT) and weighted values are used to determine where advertising is placed intermedia and intramedia)

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11.4 Describe the organisation of the advertisement and/or media sales departments, including their role in dealing with advertisers and the media research, planning and buying departments of advertising agencies

11.5 Describe the contents of media packs and their

use by advertisers and the media department of agencies

12 Voluntary Controls Candidates must be able to: (based on the International Chamber of Commerce 12.1 Explain the principles and application of

Codes of Practice) voluntary controls (eg codes of practice) as a basis of protection and remedy for the consumer

12.2 Describe and explain the advantages of voluntary

controls to the advertiser and the advertising agency

12.3 Demonstrate how codes of practice might affect

advertising targeted at children or the promotion of products that might be subject to control such as alcohol and cigarettes

13 The Law and Advertising Candidates must be able to:

13.1 Describe and explain civil laws (namely the law of contract and copyright) and their application in advertising practice

13.2 Describe and explain agency agreements and

contracts including the terms of business

13.3 Describe and explain the legal relationship between agencies and media owners

13.4 Demonstrate understanding of the principles of consumer protection and its role in advertising

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14 Advertising Evaluation Candidates must be able to: and Assessment

14.1 Describe and explain means of pre-testing advertising (copy testing, hall and theatre tests, discussion and focus groups and test marketing)

14.2 Describe and explain methods for testing the

effectiveness of advertising after the campaign (recall, reading and noting [including tracking studies], sales enquiries and response, dealer audits/EPOS and consumer panels)

15 The Impact of Technology 15.1 Consider technological development audits'

potential impact on the production of and communication of advertising material.

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Sample Paper 2

SERIES 2 EXAMINATION 2001

ADVERTISING

THIRD LEVEL

(Code No: 3002)

MONDAY 9 APRIL

__________

Instructions to Candidates (a) The time allowed for this examination is 3 hours. (b) Answer 5 questions – Question 1 which is compulsory and 4 others. (c) Candidates must attempt the compulsory question or they will not be eligible for the award of a Pass. (d) All questions carry equal marks. (e) All answers must be clearly and correctly numbered but need not be in numerical order. (f) Your answers should be written in blue or black ink/ballpoint. Pencil may be used only for graphs,

charts, diagrams, etc. (g) Write legibly on both sides of the page. Rough work (if any) must be crossed through after use. (h) If supplementary sheets are used, the candidate's number must be clearly shown and the sheets

securely inserted inside the answer book. The question(s) to which they refer must be clearly numbered.

(i) Standard English dictionaries may be used during the examination. Candidates whose first language

is not English may use a bilingual dictionary.

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QUESTION 1 (Compulsory) A travel agency is organising trips to attend an international sports event and has asked you to write the copy and design the layout for a single page advertisement targeted at young people between 18 and 24 years old. The company is offering packages which include tickets to matches and all travel and accommodation, as well as a series of events in the evening and on days when there will be no matches. The advertisement is to contain a coupon for young people to send off for a brochure giving details of the match as well as on how to make a reservation, but the coupon should not have a booking form. You can invent all of the details including the sport, event and location. (a) Write all the copy, incorporating all of the wording (including a reader response coupon), as it would

appear in typed form for presentation to the client. (10 marks)

(b) Prepare separately the layout for the advertisement you have written ready for the printer. Roughly

indicate how headlines, illustrations, copy, response coupon and any graphic elements such as logotypes will be displayed and show typestyles and sizes of type that will be used.

(10 marks)

(Total 20 marks) QUESTION 2 Explain (under separate headings) the problems that large multinational companies might meet, in terms of communications and level of technical development, if planning international advertising campaigns in global markets.

(20 marks) QUESTION 3 Describe, separately, why commercial organisations would use: (a) financial advertising

(10 marks) (b) corporate advertising.

(10 marks)

(Total 20 marks) QUESTION 4 Explain the role of the production department of an advertising agency making reference to how it manages the workload of the agency.

(20 marks)

QUESTION 5 (a) Explain the legal relationship that may exist between the advertising agency and the media owners.

(6 marks) (b) Describe how this may prevent the media owner taking legal action against the advertiser for the cost of

unpaid space or airtime. (14 marks)

(Total 20 marks)

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QUESTION 6 (a) Describe the outside creative services that an advertising agency might use.

(10 marks) (b) State the separate advantages to the agency and the advertiser (client).

(10 marks)

(Total 20 marks)

QUESTION 7 Describe 10 stages in the production of a television commercial.

(20 marks) QUESTION 8 Write notes for 5 slides for a presentation entitled ‘Reasons to Advertise’ for a new product which is to be sold in a very competitive market. This presentation is needed because the board of directors of the company where you plan to work has said that ‘the product will sell itself, there’s no reason to advertise’.

(20 marks) QUESTION 9 Write a memorandum to the marketing director to show how direct mail need not be ‘junk mail’ (thrown away unanswered) and so can effectively communicate the organisation’s messages to its target audiences.

(20 marks) QUESTION 10 (a) Define and describe ‘below-the-line’.

(8 marks)

(b) Explain how ‘below-the-line’ might be used by a manufacturer of fast moving consumer goods: (i) ‘selling in’ to the trade

(6 marks) (ii) launching products to the consumer.

(6 marks)

(Total 20 marks)

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