NATIONAL CERTIFICATE (VOCATIONAL) NOVEMBER

Transcription

1 MARKING GUIDELINE NATIONAL CERTIFICATE (VOCATIONAL) NOVEMBER 2010 NQF LEVEL 2 24 NOVEMBER 2010 This marking guideline consists of 9 pages.

2 MARKING GUIDELINE -2- NC20(E)(N24)V SECTION A QUESTION B C A C C C B /D A A QUESTION 1.2 QUESTION D (10 x 1) (10) Slogan Creativity Trademark Graphics Mock-up Mass media Posture Emotional appeal Storyboard AIDA (10 x 1) (10) G I

3 MARKING GUIDELINE -3- NC20(E)(N24)V E SECTION B C B J A D F H (10 x 1) (10) TOTAL SECTION A: 30 QUESTION Creative tactics that are applicable to printing: Headline Big size font, colour and words of the main headline catches the attention of readers. Sub-headline A catchy sub-headline which spells out a promise or benefit of what consumers will gain from the product. Body copy This is the actual text of the advertisement. It is quite short, often only one paragraph Graphics These are pictures, logos, photographs or drawings used in the advertisement to catch the attention of readers even before they read the headlines. Logos and slogans These are emblems or trademarks used to remind readers of the company's image. Contact details These are used to tell people where to buy the product Layout This is a combination of headline, sub-headlines, body copy, graphics, logos and slogans and the contact details in the advertisement. ANY FIVE (5 x 2) (10) 2.2 Impact of promotional tools/ activities on sales Advertising Persuasive advertising is an effective way to increase sales, since it makes thousands of consumers aware of the product. Publicity Good publicity can increase sales. Bad publicity can cause an immediate drop in sales. Sales Promotion can be used to create a positive attitude towards the product, usually adding physical value to the product. Interactive marketing advertisers can use electronic mail or internet to sent the advertisement directly to the customers. Personal selling Even though personal selling is a very expensive form of promotion, it does increase sales, since consumers find it very hard to say 'No' to a persuasive salesperson.

4 MARKING GUIDELINE -4- NC20(E)(N24)V Trade promotions Trade promotions focus on customers who have an interest in the product. A trade exhibition can expose the product of the enterprise to thousands of interested and potential buyers. Direct Marketing Direct mail brochures are very expensive to produce and to distribute. This may not increase sales as such because of low return on investment. (10) Any other relevant promotional activities / tools that will promote the business are acceptable. ANY FIVE (5 x 2) 2.3 Measure feedback Coupons Consumers may be asked to tear and bring along coupons or advertisement from the newspaper to qualify for discounts. Toll free numbers This number may be published in the advertisement to be used for complaints or compliments. Electronic feedback The advertisement may also include internet address inviting consumer feedback. The advertisement may also include the sms number Reply cards sent by post to customers. Customer enquiries about products after they have been exposed to advertising. Completion of surveys / questionnaires Comment cards Sales reports Any suitable answer is acceptable ANY THREE (3 x 2) (6) 2.4 Components of the creative strategy (Answers are specific to Heinemann p ) Communication check Image check Target market check Media check Advertising objectives Support for advertising strategy Tone of the advertisement Budget Future managers p Key facts Objectives Target audience Positioning Primary message Copy platform Tone and execution Mandatories Any suitable answer should be accepted due to examiner being textbook specific ANY FOUR (4 x 1) (4)

5 MARKING GUIDELINE -5- NC20(E)(N24)V QUESTION Satisfied customer. Mr Ndlovu is a happy customer and he is thankful for the help Jane gives him. (2) 3.2 Positive customer interaction Jane greeted the customer and introduces herself. 'My name is Jane' Jane asked how may she help the customer e.g. 'How may I help you' Jane addressed the customer by his name e.g. She called him Mr Ndlovu? Sir. The customer showed satisfaction by nodding his head. Jane made eye contact with the customer and smiled Jane concluded by saying 'It's a pleasure to help you.' (Any FIVE) (5 x 2) (10) SMS Short Message Service (2 x 1) (2) MMS Multimedia Message Service (2 x 1) (2) 3.4 Fill in the meaning of the following non-verbal behaviours/ clues. Write only the answer next to the question number. ( ) in the ANSWER BOOK Interested and serious, hardworking, diligent Worried, confused, tired, headache Not interested or bored Agreeing with what is said Happy, friendly, interested, any positive attitude (5 x 2) (10) 3.5 Mention most important person first. If client outranks the authority in your business, mention your client first. When introducing people of equal rank, you might want to give preference to older people. Introduce a man to a woman of equal rank. Names are not enough. Supply some information along with the name and title. OR Stand up, make eye contact, smile, state your name, shake hands Ensure that your employer is the person you want to see if not direct the person accordingly Check if convenient time to see the visitor if not reschedule (Any relevant answer) (4 x 1) (4) QUESTION A Attention I Interest D Desire

6 MARKING GUIDELINE -6- NC20(E)(N24)V A - Action (4 x 1) (4) 4.2 Attention The advert captures the attention of readers because of its headline which is written in large, bold font or size. Interest The catchy line ' Popular International Courses' makes readers want to know more or read more and thus become interested in what this institution offers. Students may mention the photograph or picture Desire 'No exams, no classes, plus they offer bursaries' fills readers with the desire to enrol at this institution. Students may mention the course accreditation. Action This advert calls readers to take action by directing them to call the college, telephone number, fax, and website are all provided. There is also a sms line provided. (4 x 2) (8) 4.3 Rearrange the advertisement Increase the logo of the institution and make it more visible Give the slogan of the institution Give it an interesting copy Use bright colours Another picture can be used Any relevant answer Students would interpret this in various ways. ANY FOUR (4 x 2) (8) 4.4 FIVE factors to be considered when assembling or building a promotional display Attractive and innovative Visibility Accessible Displays must be appropriate Displays must be safe QUESTION 5 Students have to describe the factors NOT just mention. (5 x 2) (10) Dress code Answers are Heinemann specific The following factors must be considered when choosing a dress code o Evaluate the workplace when deciding what to wear. Focus on what people in the office are wearing. Culture of the organisation o Look to co-workers for directions. Base your dress code on that of management. o You can adjust your wardrobe, if your boss breaks a few dress code rules. o Think about who visits the office when deciding how to dress. o Dress appropriate for the occasion (3) Future Managers p Dress appropriately for your position

7 MARKING GUIDELINE -7- NC20(E)(N24)V Wear what is comfortable Clothing should fit properly Clothing should be clean and ironed Don t wear revealing clothes Don t wear clothes that are too bright or colourful Any suitable answer is acceptable (Any THREE which are sensible) (3 x1) Smoking Policy One may not smoke in public places Smoking is forbidden in the office Smoking breaks may be taken if the enterprise has such a policy. People who do smoke may only do so in designated smoking areas. Any suitable answer is acceptable (Any TWO) (2 x 1) (2) Negative body language Feet dragging Swallowing all the time or blinking your eyes and licking your lips Head down Shoulders dropped Weak handshake Arms folded across chest Hands in pockets Waving your hands in the air Pointing fingers Tapping your pen Doodling instead of making eye contact Picking your nose or your teeth Cleaning your ears Burping or scratching (Any sensible THREE) (3 x 1) (3) Positive body language Stand up straight with shoulders back makes you look confident Walk tall and with a purpose in mind Project a brisk image Leaning slightly towards someone when he/she is speaking Show energy Show attention Make eye contact and smiling Interested and sincere When sitting keep knees and feet together and sit upright Keep your body relaxed Break the invisible wall (3)

8 MARKING GUIDELINE -8- NC20(E)(N24)V Use decisive movements (Any sensible THREE) (3 x 1) 5.2 Differences between regular price marking and promotional price marking Answers are Heinemann p. 151 specific Regular Pricing o Items are not put on sale o There is no reason to delay purchase o Customers are prevented from becoming 'sale hoppers' o Retailers are prohibited from putting items on sale to generate excitement. Promotional Pricing o Full retail price is reduced for a specified sales period after which the price will return to the previous level. o Some stores have weekly sales, suggesting that customers should come in often to see what is on sale o Promotions can be implemented through sales in conjunction with special events e.g. Mother's day, Back-to-School etc. o Sales are seen to increase shopper excitement and drive sales. o Customer service costs can be increased. o Customers can avoid shopping at full retail price and wait for the sale. o Any appropriate relating answer to regular pricing vs. promotional pricing should be accepted. (5 x 2) (10) 5.3 Promotional ticketing according to the policy and procedure of the organisation: Price stickers using a meto gun Bar codes Write prices on the items Prices on the product labels Prices on shelves Pricing on rails Price points Mobiles Public address system ANY FIVE (5 x 1) (5)

9 MARKING GUIDELINE -9- NC20(E)(N24)V 5.4 Planogram A diagram of fixtures, shelves and products. (2 x 1) (2) 5.5 Creative Tactics Tools, methods or techniques used to promote a product and communicate a message to the customer. (2 x 1) (2) TOTAL SECTION B: GRAND TOTAL: