exam paper - school of innovative... · 2017. 5. 23. · "advert: miss dior perfume with...

of 14 Creative Advertising (GRPH 2104) SITE/AP 2014-2015 S2

BA (Hons) Graphics Design

Cohort: BGD/14B/FT

Examinations for 2014 - 2015 / Semester 2

MODULE: CREATIVE ADVERTISING

MODULE CODE: GRPH2104

Duration: 2 Hours (Including reading time)

Reading Time: 10 Minutes

EXAM PAPER

1. This paper contains 4 questions.

2. You are required to answer all questions.

3. Questions may be answered in any order but your answers must show

the question number clearly.

4. Always start a new question on a fresh page.

5. All questions carry equal marks.

6. Total marks 100.

This exam paper contains 4 questions and 14 pages.


QUESTION 1: (25 MARKS)

Advertising is regarded as one of the core processes in line with any

organization`s business objectives. Image 1a below shows an

advertisement for 'Care Plus' which is an anti-insect product where the

slogan of the advert is 'No insects left'.

(a) Provide a definition of ‘Creative Advertising’.

(3 marks)

(b) Analyze Image 1a and briefly describe the story or message expressed

by the static advert from your understanding.

(4 marks)

(c) ‘Publicity’ is also another way to promote an organization. From your

understanding of what is publicity, suggest three ways how good publicity

can be generated for the 'Care Plus' anti-insect product among housewives.

(3 marks)

Image 1a “Care Plus anti-insect product advertisement”


Image 1c Image 1b

QUESTION 1: (Continued)

(d) Suggest two ways how bad publicity can be generated for a particular

product.

(2 marks)

(e) Provide two differences between ‘advertising’ and ‘publicity’.

(4 marks)

Seasonal advertising as illustrated in image 1b (Christmas Advert) and

image 1c (Valentine`s Day Advert) above involves sending information to

people to convince them to spend their money with a certain company and

at a specific time, event or occasion of the year.

(f) Provide three reasons why organizations have to consider seasonal

advertising in their general yearly advertising plan.

(3 marks)

(g) Provide three differences between traditional throughout the year advertising

and seasonal advertising as applied to an organization`s marketing strategy.

(6 marks)



One of the persuasive advertising techniques used in marketing as

illustrated in image 2a and image 2b below is the use of “Celebrity

Endorsement” where the commercial shows a popular celebrity promoting

a product. Normally viewers transfer the respect they have for the celebrity

to the product and thus are more interested to buy that product.

(a) Describe four other persuasive strategies used in advertising to encourage

customers to purchase a product.

(8 marks)

(b) Provide three reasons why advertising campaigns can fail?

(3 marks)

(c) State and briefly describe five factors affecting the consumer buying

behavior that advertisers should consider when making an advertisement.

(10 marks)

Creative advertising strategies are divided into three basic descriptions: Weak

strategies, mid-strength strategies and strong strategies. The weak strategies

involve 2 main types of advertising that are Generic and Pre-emptive.

(d) Describe briefly both the Generic and Pre-emptive advertising types giving

examples where appropriate.

(4 marks)

Image 2a "Advert: Miss Dior Perfume with

Hollywood actress Nathalie Portman "

Image 2b "Advert: Popchips with Hollywood

singer Kathy Perry"


Image 3a


Ladurée is a French luxury bakery and sweets maker house created in

1862. It is one of the top premier sellers of the double-decker macaron,

fifteen thousand of which are sold every day. They are still one of the best

known makers of macarons in the world having stores in the UK, US,

Japan, Australia, Singapore and Russia.

You have been appointed by ‘Ladurée’ company management in order to

develop their advertising plan for the year 2016 in order to gain competitive

advantages over other competitors in the business.

(a) State and describe four common strategies used in advertising you would

advise the organization to consider in order to encourage customers to

purchase Ladurée macarons.

(8 marks)



On the occasion of the release of a new perfume by Nina Ricci, Ladurée

intends to release a special macaron collection 'La tentation de Nina' in

June 2015 to 'associate the smell with a taste'. This limited edition macaron

collection will be available only for a period of two weeks.

(b) To ensure the success of this project, Ladurée management wants proper

planning for all possible situations whether expected or unexpected. Suggest

and describe the advertising strategy you will propose to management if

immediate response of the consumers is required in case the stock of this

special macaron collection (La tentation de Nina) is still high at the end of the

second week.

(3 marks)

(c) Over the years, other companies like 'Fauchon Paris' or ' Pierre Hermé

Paris' also started to sell macarons which eventually offered a greater choice

of macaron brands for the customers. Suggest and describe the advertising

strategy you will propose to Ladurée management if they need to reinforce

their products and brand in the mind of the consumers.

(3 marks)

Image 3b : Ladurée special macaron collection 'La tentation de Nina'



In September 2015, Ladurée intends to release its first collection of luxury

gold plated designer keychain that will be sold in the different stores of

Ladurée and on the corporate website as well.

(d) Being a totally new product, Suggest and describe the advertising

strategy you will propose to management if they want to make the

consumers in general aware of this new Ladurée item.

(3 marks)

Radio advertising is based on the idea of creating an audio-only

environment and placing the listener inside of it. For its new designer

keychain collection targeting adolescents and adults of all ages, Ladurée

management would like to know if doing radio advertising would be

appropriate in such case.

(e) Specify two reasons for Ladurée to invest in radio advertising.

(2 marks)

(f) Specify two reasons for Ladurée not to invest in radio advertising.

(2 marks)

Image 3c “Ladurée designer keychain collection”



In December 2015, Ladurée will release its first makeup collection 'Les

Merveilleuses' with scents and colors inspired by its macarons as

illustrated in image 3d above. On this occasion, management has decided

to include in its budget the development of a radio advert in English

language for an international audience in USA and UK primarily.

(g) Suggest a story or approach associated with an appropriate slogan that

could be used in order to develop a high quality radio advert to fulfill the

requirements of Ladurée.

(4 marks)

Image 3d “Ladurée makeup collection, Les Merveilleuses”


Image 4a


Subliminal messages are messages that are unrecognizable by the

conscious mind, but in certain situations can affect the subconscious mind

and can negatively or positively influence subsequent later thoughts,

behaviors, actions, attitudes, belief systems and value systems.

(a) Analyze image 4a above of the new Volkswagen mini car and suggest a

possible subliminal message with respect to the advert concept and design.

(4 marks)

Based on the same principles concerning subliminal messages,

advertisers have started to implement “Subliminal Advertising” for

organizations as a mean to fulfill the objectives of their marketing strategy.

(b) What do you understand by “Subliminal Advertising”?

(3 marks)

(c) Suggest two advantages of subliminal advertising.

(2 marks)

(d) Suggest two dangers of subliminal advertising.

(2 marks)


Image 4b

QUESTION 4: (CONTINUED)

(e) Image 4b above illustrates the static advert created for a vacuum cleaner of

the brand "Rowenta". Suggest two slogans that can be used with this static

advert.

(2 marks)

(f) Analyze Image 4b and briefly describe the story or message expressed

by the static advert from your understanding.

(4 marks)

'Grand Scenic' is a car model by Renault corporation. The following images

shows different screenshots from the ' Grand Scenic' video advert on the

occasion of its new car model equipped with a back camera which features the

famous 3d modeled funny rabbit character also known as the “Lapins Cretins”.



1

2

3

Scene 2

Scene 3

Scene 1



4

5

6

Scene 4

Scene 5

Scene 6



(g) Suggest one slogan that can be used with this video advert of the Renault

Grand Scenic car.

(1 mark)

(h) Analyze the different screenshots from scene 1 to scene 8 and briefly

describe the story or message expressed by the video advert from your

understanding.

(3 marks)

7

8

Scene 7

Scene 8


Image 4c “Pedigree Vital Protection dog food”

Image 4d “Crusoe and Oakley, two highly trained dogs”


(i) Image 4c and Image 4d below shows the Vital Protection dog food of the

brand 'Pedigree' and Crusoe together with Oakley, two highly trained

dogs respectively.

Suggest a story or approach associated with an appropriate slogan that could

be used for the creation of a creative advertisement for the Pedigree Vital

Protection dog food and which should include Crusoe and Oakley, the highly

trained dogs.

Important Note: The main objective of the advertisement is primarily to make

customers aware of the Pedigree Vital Protection dog food and eventually to

call for purchase.

(4 marks)

***END OF QUESTION PAPER***

exam paper - school of innovative... · 2017. 5. 23. · "advert: miss dior perfume with...

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