INSTRUCTIONS TO CANDIDATES

Transcription

1 BA (Hons) Graphics Design Cohort: BGD/15B/FT Examinations for / Semester 2 MODULE: CREATIVE ADVERTISING MODULE CODE: GRPH1108C Duration: 2 Hours INSTRUCTIONS TO CANDIDATES 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 9 pages. Page 1 of 9

2 QUESTION 1: (25 MARKS) Advertising is important to reinforce the image of the product in the eyes of the customers. Image 1a below shows an advertisement for Ford new tyres where the slogan of the advert is Get new tyres for better grip. Image 1a Ford new tires advertisement (a) Provide three alternative slogans for the Ford advert. (3 marks) (b) Analyze Image 1a and briefly describe the concept and message expressed by the static advert from your understanding. (6 marks) (c) From your understanding of what publicity is, suggest five ways how good publicity can be generated for the Ford`s new tyres among adult male audience. (5 marks) Page 2 of 9

3 Seasonal advertising aims at convincing customers to spend their money with a certain company and at a specific time, event or occasion of the year. As for the case of Ford, the advert illustrated in image 1a was released during the winter season. (d) Provide four reasons why Ford organization has to consider seasonal advertising in its general yearly advertising plan. (4 marks) (e) Provide three differences between traditional throughout the year advertising and seasonal advertising as applied to Ford`s marketing strategy. QUESTION 2: (25 MARKS) (7 marks) One of the persuasive advertising techniques used in marketing as illustrated in image 2a below is the use of humour" where the commercial main purpose is to make the audience laugh, thus associating happiness with the product and/or service being advertised. Image 2a "Advert: Canon Camera Steady shot feature" Page 3 of 9

4 (a) Describe four other persuasive strategies used in advertising to encourage customers to purchase a product. (12 marks) (b) Analyze Image 2a and briefly describe the story or message expressed by the static advert from your understanding. (5 marks) (c) State and briefly describe four factors affecting the consumers` buying behaviour that advertisers should consider when making an advertisement. (8 marks) QUESTION 3: (25 MARKS) Image 3a Pedigree is a subsidiary of Mars, Incorporated. The English division of Mars Inc. has been called Masterfoods since January 2002, until it was split into 4 separate entities in 2007 : Mars Petcare UK, Mars Complementary Petcare UK, Mars Chocolate UK and Mars Food UK. The company markets its products in more than 100 countries including Mauritius. Page 4 of 9

5 You have been appointed by Pedigree company management to develop their advertising plan for the years 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 organisation to consider in order to encourage customers to purchase Pedigree products. (8 marks) Image 3b : "Pedigree holiday gift set Christmas stocking, Advent calendar and Christmas cracker" On the occasion of Christmas 2016, Pedigree intends to release a special dog`s holiday gift set including a Christmas stocking, an advent calendar and a Christmas cracker. This limited edition gift set will be available only for the month of December Page 5 of 9

6 (b) To ensure the success of this project, Pedigree management wants proper planning for all possible situations whether expected or unexpected. Suggest and describe the advertising strategy you will propose to the management if immediate response of the customers is required in case the stock of this special holiday gift set is still high at the end of the December (6 marks) (c) Over the years, other companies like 'Royal Canin' or Purina' also started to sell dog`s holiday gift sets which eventually offered a greater choice of brands to the customers. Suggest and describe the advertising strategy you will propose to Pedigree management if they need to reinforce their products and brand in the mind of the consumers. (6 marks) Image 3c Pedigree 100% Vegetarian dog food In July 2016, Pedigree intends to release a special Vegetarian dog food collection that will be sold in the different stores of Pedigree worldwide. (d) Being a totally new product, suggest and describe the advertising strategy you will propose to the management if they want to make the customers in general aware of this new Pedigree dog food collection. (5 marks) Page 6 of 9

7 QUESTION 4: (25 MARKS) Subliminal messages can affect the subconscious mind and can negatively or positively influence subsequent later thoughts, behaviours, actions, attitudes, belief systems and value systems. Image 4a (a) Analyze image 4a above showing the advert of Master Dog food in Light version. Suggest a possible subliminal message with respect to the advert concept and design. (4 marks) (b) Suggest three slogans for the Master Dog food advert. (3 marks) (c) Provide two dangers of subliminal advertising. (2 marks) Page 7 of 9

8 Image 4b: " Olympus Binoculars advert delivery now! " (d) Image 4b above illustrates the static advert created for "Olympus", one of the world`s leading manufacturers of optical products which include binoculars, film and digital cameras. Suggest two slogans that can be used with this static advert. (2 marks) (e) Analyze Image 4b and briefly describe the story or message expressed by the static advert from your understanding. (6 marks) Page 8 of 9

9 (f) Image 4c and Image 4d below shows the latest jewelry set by Swarovski as well as Madeline and Crusoe, a highly trained Guinea pig and dachshund dog respectively. Image 4c Swarovski jewelry set Image 4d Madeline (left) and Crusoe (right) Highly trained guinea pig and dog Suggest a story or approach associated with an appropriate slogan that could be used for the creation of a creative advertisement for the Swarovski jewelry set and which should include Madeline and Crusoe. Important Note: The main objective of the advertisement is primarily to make customers aware of the Swarovski jewelry set and eventually to call for purchase. ***END OF QUESTION PAPER*** (8 marks) Page 9 of 9