Student Name
_______________________
Spring 2007
BA344
Advertising Management
Second Hour Exam
Dr. Geoffrey P.
Part 1 8 points ______
Part 2 24 points ______
Part 3 82 points ______
Total Points Deducted
______
Total Points Earned 114 points ______
Your Grade ______
PART I: CONCEPTS (8 points - 4 points each)
Please briefly define in your own words, and in one or two sentences, two of the following three concepts as each relates to advertising management. You may use examples to help clarify your answers where examples are not specifically asked for.
1. Unique selling proposition -
2. Mechanicals -
3. Spot color –
PART II: DESCRIPTIVE
SHORT ANSWER (24 points)
Please briefly answer the required number of questions in each Section as each question relates to advertising management. Your answer should be in either a short paragraph or else in outline form -- complete sentences need not be used. You may use graphs, figures, charts, equations, etc., where appropriate. Be sure you answer all parts of all questions that you choose to answer.
Section A (12 points): Answer two of the following three
6-point questions
1. (6
points) Describe how response models
can be used to set advertising
appropriations.
2. (6 points) In "How to Produce Advertising that Sells" (Chapter 2) David Ogilvy discusses certain of the advertising creative philosophies. Briefly explain what Ogilvy has to say about three of the following four advertising philosophies:
a. Brand image
b. The “big idea”
c. Product as hero
d. “Sex sells”
3. (6 points) What determines is a person will be creative or not--intelligence? Parental upbringing? Having taken BA 344? Cite and very briefly explain three very important factors.
4. (6 points) The following are four, but not all, of the stages in the layout process. Number them from 1 (first) to 4 (last among these particular stages) in the order in which they are chronologically complete.
____ Rough layout
____Working (mechanical) layout
____Comprehensive layout
____Thumbnail sketch
Then, explain two purposes that the rough layout can serve
Section B (12 points): Answer the following 12-point
question
4. (12 points)
a. (3 points) What is meant by display copy?
b. (9 points) Cite three examples of ad elements (e.g., body copy, illustrations, whatever) which are display copy. For each of these, cite one important function that that ad element serves.
PART III: APPLIED SHORT ANSWERS (82 points)
Please briefly answer the required number of questions in each Section in either a short paragraph or else in outline form--complete sentences need not be used. Be sure to answer all parts of all questions.
Section A: Various Scenarios (22 points): Answer both of the following questions
1. (10 points) Which of the following line items should be included in the advertising appropriation for a specific branded product? Explain your reasoning in each case. For those expenditures that should be included as part of the ad appropriation, be sure to cite in which general category (e.g., media, creative, etc.) in the classification of advertising expenditures scheme that expenditure belongs.
a. Focus groups to learn how consumers think and feel about a brand to help craft the appropriate advertising message and execution of that message.
b. Tours of a wine-producing plant where free wine tasting is offered at the end.
c. Hiring a photographer for a photo shoot for lifestyle illustrations appearing on billboards for a firm’s brand.
d. Promotional brochures that salespeople leave after visiting a prospect.
`
2. (12 points) Actual sales data for 2005 (the year just ended) and forecasted sales data for the coming year (2006) for Artie’s Artichokes and his number one competitor in the Adland market, Alice’s Artichokes, are as follows:
ACTUAL 2006 ESTIMATED 2007
Artie’s Artichokes:
Units (cases) sold 10,000 12,000
Dollar sales $200,000 $240,000
Units (cases) sold 9,000 10,000
Dollar sales $180,000 $200,000
Required (Please show your calculations):
a. (6 points) Calculate Alice’s advertising appropriation for 2007 assuming she uses the competitive parity approach, spending 90 percent of what Artie spends. Assume that Artie uses the percentage of forecasted sales approach, where the percentage is 5% of sales revenue.
b. (6 points) Calculate Artie’s advertising appropriation for 2007 assuming he uses a share-of-voice method. Artie’s has a 40 percent market share in Adland, in which Artie’s, Alice’s, and several other vegetable growers/processors compete. In 2006 Adland fast food advertisers spent a total of $45,000 on media advertising. Due to media inflation, this is expected to increase by 5 per cent next year.
Section B: Brown’s Shoe Fit Ads (22 points): Answer both of the following questions regarding the Brown’s Shoe Fit ad described as follows:
The Blanding Advertising Agency was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding investigated other area shoe stores and their advertisements, and then developed a campaign and presented it to Rick, based upon the theme/slogan: "Browns Shoe Fit’s shoes do fit: Do what you do in your shoes." Each ad featured a large lifestyle photograph of young men at work and play in their Brown shoes. The headlines all consisted of the slogan. Underneath each photo were a few lines of body copy describing the shoes and their superior comfort compared to brands carried by other local retailers. In the lower right-hand corner of each ad the slogan was repeated below a rendering of Brown’s store logo.
Blanding felt
that this campaign would help consumers recognize the importance of having
comfortable shoes and associate them with Brown’s stores.
3. (10 points) Cite and briefly describe five elements in the creative platform (copy platform) that would be behind the ads for Brown's Shoe Fit. State any assumptions you need to make. (More room on next page.)
4. (12 points)
a. (4 points) Classify the Brown's Shoe Fit ad's headline at least two ways (question, how to, etc.). Explain your classifications.
b. (4 points) Cite two functions that this headline is serving.
c. (2 points) Does this headline seem to violate any guidelines for writing headlines?
d. (2 points) Is this a direct headline or indirect headline? Explain.
Section C: Advertisement Analysis (38 points)
To answer the following questions, refer to the ad for Sara Lee from a recent issue of People magazine on the last page. Be sure to answer only the required number of questions for each Subsection.
Subsection C1 (30 points): Answer five
of the following seven 6-point questions
5. (6 points) Evaluate this ad’s:
a. Stopping power
b. Pulling Power
6. (6 points) Cite three purposes that the illustration is serving in this ad.
7. (6 points) Cite three functions that the body copy is serving in the Sara Lee ad.
8. (6 points) Which body copy technique (format) is this ad using? Briefly explain
9. (6 points) Evaluate the Sara Lee ad on each of the following guidelines for good body copy:
a. Emphasis on features vs. benefits
b. Relevance
10. (6 points) Is either reverse type or overprinting being used in the Sara Lee ad? Explain. If either is being used, explain why you think they chose to use it.
11. (6 points) Which of the various layout formats that we described in class does the Sara Lee ad seem to be using? Explain. Cite an advantage and disadvantage of this format.
Subsection C2 (8 points) Answer one of the following two
8-point questions
12. (8 points) Describe three important functions/purposes that the layout of the print ad for Sara Lee serves for the readers of the ad and how it serves each purpose (i.e., by good use of balance, unity, flow, etc.). Which of these functions would you say is most important to achieving the advertising objectives?
13. (8 points) Describe the use of and comment on the Sara Lee ad's effectiveness on each of the following layout design principles:
(1) Gestalt
(2) Flow
(3) Proportion