Student Name _______________________

                                                                       

 

 

 

 

 

 

STONEHILL COLLEGE

Spring 2007

 

BA344 Advertising Management

Third Hour Exam

 Dr. Geoffrey P. Lantos

 


Part 1 28 points ______

Part 2 64 points ______

Part 3 60 points ______

 

Total Points Deducted ______

 Total Points Earned 162 points ______

Your Grade ______

 

PART I: CONCEPTS (28 points - 4 points each)

 

Please briefly define in your own words, and in one or two sentences, seven of the following nine concepts as each relates to advertising management.  You may use examples to help clarify your answers where examples are not specifically asked for.

 

1. The commission system –

 

 

 

 

 

 

 

 

 

 

 

2. The shoot -

 

 

 

 

 

 

 

 

 

 

 

3. Cost per rating point (CPRP) -

 

 

 

 

 

 

 

 

 

 

 

4. Support media (Define and cite two general examples) -

 

 

 

 

 

 

 

 

 

 

 

5. Opt-in e-mail -

 

 

 

 

 

 

 

 

 

 

6. Paid search -

 

 

 

 

 

 

 

 

 

 

7. DAGMAR (Tell what the acronym stands for and define it) -

 

 

 

 

 

 

 

 

 

 

8. Focal point –

 

 

 

 

 

 

 

 

 

 

9. Space order (insertion order) –

 

 

 

 

 

 

 

 

 

 

PART II: DESCRIPTIVE SHORT ANSWER (64 points)

 

Please briefly answer the required number of questions for 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 (16 points): Answer four of the following five 4-point questions

 

1. (4 points) In “Chapter 4 “How to Run an Advertising Agency,” David Ogilvy has some tips in the following areas.   Cite one tip he has on each:

 

a. Who to hire

 

 

 

 

b. Who not to hire

 

 

 

 

c. Leadership

 

 

 

 

2. (4 points) How does David Ogilvy (in Chapter 8) feel about the ability of each of the following TV commercial techniques to change peoples’ brand preferences? (Just rate each one either above average, average, or below average).

a. Celebrity testimonials

 

 

b. Cartoons

 

 

c. Humor

 

 

d. Reason why

 

 

3. (4 points) Briefly explain the difference between the build up and break down methods for determining the media appropriation

 

 

 

 

 

 

 

 

 

 

 

4. (4 points) Cite four differences which are of significance to an advertiser between the commercial media (TV, magazines, radio, etc.) and the advertiser-owned, vendor-supplied, and user-generated media. 

 

 

 

 

 

 

 

 

 

 

 

 

5. (4 points) Describe how your media mix choices would differ between national and local ad campaigns. 

 

 

 

 

 

 

 

 

 

 

 

 

Section B (36 points): Answer six of the following eight 6-point questions

 

6. (6 points) Describe the different roles of and consequent conflict between an advertising agency’s creative department and research department and account management.  (Hint: the poets vs. the killers.)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

7. (6 points) What is the similarity and difference between flighting and pulsing the advertising media schedule?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

8. (6 points) Cite three media (not creative) advantages and three media (not creative) disdvantages of including television in the media mix. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

9. (6 points) Cite three forces driving the growing popularity of direct marketing

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

10. (6 points) In Chapter 19, how does David Ogilvy respond to each of the following social criticisms of advertising?  Do you agree with Ogilvy on each of these?  Why or why not?

 

a. “Advertising is immoral.” 

 

 

 

 

 

 

 

b. “Advertising is a pack of lies”:

 

 

 

 

 

 

 

c. “Billboards are bad”:

 

 

 

 

 

 

 

 

11. (6 points) Outline the six stages of the creative process according to your authors (and as also discussed in class), using the correct name for each stage and explaining each phase in a phrase or sentence.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

12. (6 points) Cite and briefly describe three general positions within an ad agency media department for which you could try to get a job.

 

 

 

 

 

 

 

13. (6 points) Advertising is perhaps the most heavily criticized business activity.  Cite three reasons why this is so.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section C (12 points): Answer one of the following two 12-point questions

 

14. (12 points) Critically evaluate the following economic and societal criticisms of advertising.  You should present a balanced discussion that looks at both sides of the issue.

 

a. "Advertising insults my intelligence."

 

 

 

 

 

 

 

 

 

 

 

 

b. "Advertising makes people buy products they neither want nor need.” 

 

 

 

 

 

 

 

 

 

 

c. "Subliminal advertising is making us buy things we otherwise wouldn’t purchase."

 

 

 

 

 

 

 

15. (12 points)

a. (4 points) What is meant by deceptive advertising?

 

 

 

 

 

 

 

 

 

 

b. (2 points) Which federal government agency has primary responsibility for this issue?

 

 

 

 

 

 

 

 

 

c. (4 points) Cite (without explaining) three remedies this agency uses against deceptive practices.

 

 

 

 

 

 

 

 

 

 

PART III: APPLIED SHORT ANSWERS (70 points)

 

Please briefly answer the required number of the following 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 (24 points): TV and Radio Commercial Scenarios – Answer all of the following questions

 

1. (8 points) Evaluate the potential effectiveness of the Pawley’s television commercial (storyboard and script attached in Exhibit 19.5 on second-to-last page) using four criteria for effective TV commercials discussed in the textbook and/or in class.

 

 

 

 

 

 

 

 

 

 

 

2. (6 points) Evaluate the audio portion of the Pawley’s ad, imagining that it is the body copy in a print ad, on each of the following guidelines for good body copy:

 

a. KISS guideline

 

 

 

 

 

 

 

 

 

b. The “you” attitude

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3. (10 points) Read and study the two radio scripts for 30-second radio commercials from an ad campaign for Snapper mowers (last page).  The two radio commercial scripts came from the same advertising campaign. 

 

a. (3 points) What is meant by an advertising campaign?

 

 

 

 

 

 

 

 

 

 

 b. (3 points) What evidence is there that they came from the same ad campaign?

 

 

 

 

 

 

 

 

 

 

c. (4 points) Cite four reasons why most ads are are part of an advertising campaign rather than single-shot entities.

 

 

 

 

 

 

 

 

 

 

Section B (46 points): Media Planning Scenario – Answer all of the following questions

 

Confection Perfection (CP) is a company that sells specialty chocolate candies in a city on the West Coast that has an adult population of 100,000.  The entire adult population of the city is considered Confection Perfection's target market.

 

CP’s media planners look at sales and decide to pursue a media strategy that runs throughout the year, but they use heavier scheduling in the two weeks preceding Easter, Halloween, and Christmas.  Local television (e.g., “The West Coast 6 O’Clock News”), magazines (e.g., West Coast magazine), and newspaper (e.g., West Coast City newspaper) are selected to use.

 

CP selects three specific media vehicles to carry its message.  Twelve spots will run on a local TV news show. The show has a rating of 20.  Six ads will run in the regional edition of a magazine.  The magazine has a reach of 10.  Six ads will run in the local newspaper.  The paper has a reach of 40.

 

 As part of its planning process, CP considered using Information Resources' BehaviorScan and various other syndicated media information sources to collect data for its media situation analysis. 

 

4. (12 points) Describe the basic media problem/issue facing Confection Perfection (CP) as discussed in class (“With a given budget, choose that combination of…”).  Describe Confection Perfection’s situation on four of the key elements in this statement of the media problem (Recall the key underlined words on your course outline). 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

5. (6 points) Cite six examples of the types of important media vehicle information that would be helpful to CP’s media planners in performing their media situation analysis.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

6. (6 points) Because the media vehicle sellers will offer only information that puts a positive slant on their media outlets, and since she might not have all of the information you desire, it would be wise for CP’s media planners to seek out additional sources of media vehicle information on potential media vehicles besides the vehicles’ sales departments.  Cite (without explaining/describing) six such sources they could turn to. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

7. (6 points) Write a complete statement of CP’s media objectives, using four criteria for media objectives. (Note: not creative objectives).   Make any reasonable assumptions you need to make.

 

 

 

 

 

 

 

 

 

8. (4 points) Describe CP’s media mix by its choices of:

 

a. Media classes

 

 

 

 

b. Media subclasses

 

 

 

 

c. Media vehicles (make assumptions)

 

 

 

 

d. Media use options (cite your own examples here)

 

 

 

 

 

9. (6 points) Explain which time scheduling strategy (continuous, etc.) CP chose.  Explain two reasons why you believe they selected it. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

10. (6 points) Evaluation is an important final step in any planning process.  Explain the two major ways CP’s media plan should be evaluated following implementation of this plan, citing specific metrics (measures) that could be used for both types of media evaluation.