NATIONAL CERTIFICATE (VOCATIONAL) ADVERTISING AND PROMOTIONS NQF LEVEL 4 NOVEMBER 2009

Transcription

1 NATIONAL CERTIFICATE (VOCATIONAL) ADVERTISING AND PROMOTIONS NQF LEVEL 4 NOVEMBER 2009 ( ) 25 November (X-Paper) 09:00 12:00 This question paper consists of 14 pages.

2 ( ) -2- NC40(E)(N25)V TIME: 3 HOURS MARKS: 150 NOTE: If you answer more than the required number of questions, only the required number of questions will be marked. All work you do not want to be marked, must be clearly crossed out. INSTRUCTIONS AND INFORMATION SECTION A is COMPULSORY. Answer any FOUR questions from SECTION B. Read ALL the questions carefully. Number the answers according to the numbering system used in this question paper. Write neatly and legibly.

3 ( ) -3- NC40(E)(N25)V SECTION A (COMPULSORY) QUESTION 1 Complete the following sentences by using word(s) given in the list below. Write only the word(s) next to the question number ( ) in the ANSWER BOOK. copywriting; media mix; quotation; promotional proposal; focus group; advertorial; brief; guerrilla marketing; voetstoots; consumer resistance The combination of media or promotional tools you use in an advertising campaign A suggested strategy for a promotion A small sample of your target market brought together and asked to give their opinion about a new product, advertisement or promotion All the wording used in advertising and promotions The tendency of consumers to ignore advertising A schedule of what the cost of a purchase will be If you buy something and agree to accept it exactly as it is A set of instructions and guidelines Advertising made to look like a news article in a magazine or newspaper Displaying a car on one of the floors of a shopping mall (10 1) [10]

4 ( ) -4- NC40(E)(N25)V QUESTION 2 Choose a description from COLUMN B that matches an item in COLUMN A. Write only the letter (A J) next to the question number ( ) in the ANSWER BOOK. COLUMN A COLUMN B A brand Below-the-line media Tie-ins Stakeholders A B fast-food companies include toys in their kiddies' meals a client tells something to a secretary, who passes it on to the media buyer and then to an assistant who carries out the instruction A benefit Distorted Body language Emotional intelligence Payment methods Cliché C D E F G cash, cheques, credit cards, debit cards and debit orders direct selling familiar but overused phrases Levi Jeans the value a product offers the consumer H management, employees, customers, the community and all those affected or involved I self-awareness, self-management, self-motivation, empathy, social skills J posture, facial expression, eye contact and tone of voice K when a company claims their brand is the "king" of brands L effective way to advertise in modern times (10 2) [20] TOTAL SECTION A: 30

5 ( ) -5- NC40(E)(N25)V SECTION B Choose any FOUR questions from this section. QUESTION 3 Study the advertisement and answer QUESTION 3.1.

6 ( ) -6- NC40(E)(N25)V 3.1 Identify the following elements in the advertisement: The headline (2 1) The body copy (2 1) The tag line (2 1) Two sponsorships for this event (2 1) What type of media vehicle does Grand West make use of? Grand West needs to make sure that their advertising plan remains on track by checking every stage. List THREE important things they need to check at each stage. (3 2) Name TWO things that will influence the impact of Grand West's advertisement. (2 1) Grand West made use of a number of sponsors for their advertising campaign. The ASA sponsorship code stipulates: 'No sponsor may ambush another.' Explain the meaning of the stipulation. (2 1) List THREE different methods of communication that Grand West can use to achieve greater media coverage. (3 1) Give ONE reason why Grand West sees feedback from the public as important for their business. (2 1) Grand West put a lot of research into producing the advertisement for their family fun walk event. Name THREE types of information Grand West should keep in a safe place and give a reason for the safe storage of each type of information. (3 2) (1) (3) [30]

7 ( ) -7- NC40(E)(N25)V QUESTION 4 Study the information below and answer the questions that follow. PRESIDENT BARACK OBAMA THE 44TH PRESIDENT OF THE UNITED STATES [Photo by Stephen Cummings] [SMS Obama sent to supporters] The real story of Obama becoming the 44th president of the United States is one of the steady march of seemingly impossible accomplishments. Beating the 'Clinton Machine' by using new technologies internet, Facebook, sms, Shattering fundraising records, raising three-quarters of a billion dollars Drawing people to a speech in St Lois His campaign e-list numbered some 13 million people of whom 3,5 million put actual skin in the game money and volunteer hours His campaign entrusted millions of volunteers the authority to download information about his campaign or to make a phone call 'I negotiate with the outside world using electronic communication' [Adapted from: Time Magazine, December 29, 2008/January 5, p 22 p 54]

8 ( ) -8- NC40(E)(N25)V 4.1 Identify the following used by president Obama in his election campaign: THREE above-the-line media (3 1) THREE interactive media (3 1) (3) (3) Before spending a lot of money on running an advertising campaign, one should execute a pre-testing process to test one's marketing ideas. Name THREE methods that could be used to pre-test the marketing and promotional ideas for the Obama campaign. (3 2) President Obama was very successful in his election campaigns because he used modern and highly specialised ways to communicate with the American people. Discuss TWO ways in which advertising has changed to keep up with modern times. (2 3) President Obama became president with an overwhelming majority of voters behind him. One reason for that is his ability to select the right people for his team. List THREE characteristics of effective team members for a successful team. (3 2) Give THREE tested ideas that the president may use if he wants to make a simple promise to his people that they will remember for a long time. (3 2) [30]

9 ( ) -9- NC40(E)(N25)V QUESTION 5 Study the information below and answer the questions that follow. FINDING NEW WAYS TO BUILD BRANDS Advertising is a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions. Brand image plays an important role in the purchase of many products and services, and advertising is still recognised as one of the best ways to build a brand. [Adapted from: Advertising and Promotions, 7 th ed., P.15,18 and 746, George E Belch and Michael A Belch]

10 ( ) -10- NC40(E)(N25)V Suggest TWO ways in which advertising can encourage the sales of products. (2 2) Define the term brand equity. (1 2) Explain the following statement: 'When advertising does its job, millions of people keep theirs.' (2 2) What does Nokia have to keep in mind when drawing up a promotional proposal if they want to improve their ranking order to become one of the three best known brands in the world? (4 2) What are THREE main purposes of the Advertising Standards Authority (ASA) of South Africa? (3 2) Inform Nokia about THREE common sources of conflict that they must be aware of in their organisation. (3 2) (4) (4) (8) [30]

11 ( ) -11- NC40(E)(N25)V QUESTION 6 Read the information below and answer the questions that follow. MAJOR LEAGUES AND MARKETING A GREAT TEAM Rugby, soccer, baseball national pastimes are not only major league sport, it's also major league when it comes to integrated marketing. Organisations pay millions to get their names on the stadiums. Other organisations think the same way, although they do not have their names on the stadiums, they are involved in other ways. Sponsorships, special promotions with free gifts, concerts, et cetera. Public relations activities also form a major part of the communications effort. [Adapted from: Brian Steinberg and Suzanne Vranica, Sticking with the National Pastime, on The Wall Street Journal, March 30, 2005, p.b3] What are the TWO major human senses that you think will be the best for advertising to target in sport stadiums? (2 1) Identify TWO elements of the promotional mix an organisation can use to make their product, service and brand better known in a sport stadium. (2 1) Copywriting is a key part of advertising. Discuss FOUR building blocks of copywriting when an organisation wants to shape a powerful message to display in a sport stadium. (4 2) (8)

12 ( ) -12- NC40(E)(N25)V Explain the THREE main types of information that you need to explore before you start putting your sport stadium advertisement together. (3 2) Regular progress reports are essential to make sure your organisation's intended sport stadium advertising campaign stays on track and is properly managed. List SIX important elements which must be included in a progress report. (6 1) A national organisation wants to sell large numbers of pre-packed biltong at soccer stadiums during SA's 2010 World Cup series, and wants to advertise it. Discuss the following factors in their advertising campaigns: Reach (3 1) Frequency (3 1) (3) (3) [30]

13 ( ) -13- NC40(E)(N25)V QUESTION 7 Study the information below and answer the questions that follow. POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS A common approach to positioning is setting your brand apart from competitors on the basis of specific characteristics or benefits offered. [Adapted from: Advertising and Promotions, 7 th ed. p53 and p118 George E Belch and Michael A Belch]

14 ( ) -14- NC40(E)(N25)V Use all the knowledge and skills you gained during the past three years in this subject, Advertising and Promotions, to evaluate the above advertisement. (3 2) Apply the South African marketing laws regarding foodstuffs to determine whether the advertisement is legal. Give reasons for your answer. (3 1) Explain the meaning of comparative advertising, as seen in the above advertisement. (2 2) State ONE product advantage of the product in the advertisement. (2 2) TURKEY the perfect protein wants to do a media release for a weekend newspaper. State the steps to follow when doing a media release. (7 1) TURKEY the perfect protein is currently running their advertisement in a variety of magazines and newspapers. How can they overcome the limitations of the printed media? (2 1) TURKEY the perfect protein is experiencing some conflict between the members of their creative team. Resolve the conflict using collaborative facilitation methods. Give TWO guidelines. (2 2) (3) (4) (4) (7) (4) [30] TOTAL SECTION B: 120 GRAND TOTAL: 150