NATIONAL CERTIFICATE (VOCATIONAL) ADVERTISING …gs.teqcle.co.za/kep/resources/48/NC40+-+ADVERTISING+_+PROMOT… · (3041014) -- 1 -- nc (e) (f)v advertising and promotions nqf level

(3041014) -- 1 -- NC(E)(F)V

ADVERTISING AND PROMOTIONS NQF LEVEL 4

SUPPLEMENTARY EXAMINATION 2010

(3041014)

17 March (X-Paper) 09:00 – 12:00

This question paper consists of 12 pages.

NATIONAL CERTIFICATE (VOCATIONAL)

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Copyright reserved Please turn over

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 1. 2. 3. 4. 5.

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.

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SECTION A (COMPULSORY) QUESTION 1 Give ONE word/term for each of the following descriptions by choosing a word/term from the list below. Write only the word/term next to the question number (1.1 – 1.10) in the ANSWER BOOK.

feedback; copywriting; marketing team; passing-off; features; quotation; distortion; conversion; press release; bottle neck; credibility; creative team; advetorial

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10

The qualities that a product has The extent to which a source can be trusted to give a fair opinion or present objective information on the issue Any kind of reply or response to a communication A schedule of what the cost of a purchase will be Misleading the public into thinking that your product is the same as or linked to another product Factual and interesting information forwarded to the media The ability of an advertisement to influence people All the wording used in advertising and promotions A blockage that results when many tasks are held up by another task that must be completed first Usually consists of two people – a copywriter and an art director (10 × 1)

[10]

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QUESTION 2 Choose a description from COLUMN B that matches an item in COLUMN A. Write only the letter (A – L) next to the question number (2.1 – 2.10) in the ANSWER BOOK.

COLUMN A COLUMN B

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10

Sales promotion Teleconference Tie-ins Contract Specialities Stakeholders Execution Head line Psychographics Pre-testing

A

B

C

D

E

F

G

H I J

K

L

Kentucky Fried Chicken includes toys in their kiddies' meals a personality type, for example a consumer who likes to party all weekend marketing activities that provide extra value or incentives for the consumer the different groups that operate in an organisation items with the brand logo of the product, for example Nike are large, bold words near the top of the page a step in the advertising process before the launch of the advertising campaign when a seller agrees to sell something and a consumer agrees to pay for it linking a number of phone lines together so that many people can share a discussion at once study of graphs the different groups that have an interest in the organisation turning a creative idea into an actual advertisement

(10 × 2) [20]

TOTAL SECTION A: 30

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SECTION B Answer any FOUR questions from this section. QUESTION 3 Read the information below and answer the questions that follow.

FORD MOTOR COMPANY OF SOUTHERN AFRICA

The marketing team of Ford Motor Company of Southern Africa had to spread the message that Ford was officially back in South Africa. Ford tried to communicate this message to as many people as possible in the shortest possible space of time. It used a corporate advertising campaign, which included all primary media. This included electronics (TV, radio, internet), newspapers, magazines. A 'positive information' campaign was conducted through regular media releases and a sincere intent and commitment to execute a constructive HIV/Aids Action Plan. The Ford Focus proved to customers that Ford's return to the country was more than just market puffery. [Source: Adopted from Craig von Essen, General Manager, Communications & Government

Affairs. Procured by Annekie Brink]

3.1 Identify TWO above-the-line and TWO below-the-line promotional tools used

by Ford Motor Company of Southern Africa. (4 × 1)

(4)

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3.2 3.3 3.4 3.5 3.6

State THREE objectives that Ford Motor Company of Southern Africa must consider when evaluating their promotional proposals. (3 × 2) List THREE creative techniques that can be used by Ford Motor Company of Southern Africa to achieve stopping power. (3 × 2) List THREE legal requirements for contracts used by Ford Motor Company of Southern Africa dealers when selling Ford vehicles to clients in the country. (3 × 2) Ford tries to communicate its message to as many people as possible in the shortest possible space of time. Give THREE message distortions that receivers of their message may experience. (3 × 2) Do you think Ford Motor Company of Southern Africa has 'brand equity'? Motivate your answer. (2 × 1)

(6) (6) (6) (6) (2) [30]

QUESTION 4 Read the case study below and answer the questions that follow.

PROMAC PAINTS (Pty) Ltd Vaughan Prost and Stephan Reinecke founded Promac Paints in 1992. Basic market research was conducted and they decided to target the building trade in the greater Pretoria area. Vaughan took advantage of the blossoming building and golf course estates in the target area. The marketing strategy followed by the company was simple, straightforward and effective. Vaughan would target building development sites and then saturate the area with posters, technical data sheets and business cards. The aim was to provide unmatched technical and customer service. Promac went about offering excellent technical support, as well as advice to customers, coupled with good quality paint at reasonable prices. With endless energy and a 24-hour, door-to-door delivery service, they differentiated Promac from its competitors.

[Source: Adapted from case study written by Promac Paints (Pty) Ltd, procured by Michael Cant]

4.1 4.2

Promac Paints asked you to design an advertisement for their company. Use a full page to develop an advertisement that makes use of the full range of copywriting, visualising and layout. (4 × 2) List THREE product advantages Promac Paints offers their clients. (3 × 2)

(8) (6)

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4.3 4.4 4.5

Suggest THREE different methods of pre-testing that Promac Paints can use to measure the effectiveness of their promotional strategies before they implement them. (3 × 2) Promac Paints wants to start using internet websites a medium to advertise their products. Highlight THREE limitations of this medium that they must be aware of. (3 × 2) Problem-solving and decision-making are important for the success of every team. Explain the relationship between problem-solving and decision-making. (2 × 2)

(6) (6) (4) [30]

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QUESTION 5 Read the information below and answer the questions that follow.

EMOTIONAL APPEALS

Nutri-Grain

Advertisers can use emotional appeals in many ways in their creative strategy. The ad for Kellogg's Nutri-Grain cereal bars shown above appeals to emotional motives such as self-esteem and respect by using a clever visual image to suggest what might happen to women who eat pastry in the morning. The 'Respect yourself' campaign has been very effective in positioning Nutri-Grain as a healthy alternative for those who don’t take time to eat breakfast.

[Adapted from: Advertising and Promotions 7th ed. P. 270, P. 271 George E Belch and Michael A Belch]

5.1

Study the Nutri-Grain advertisement and identify the likely target market of this product. (2 × 1)

(2)

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5.2 5.3 5.4 5.5 5.6

The brand manager decided Nutri-Grain needs a lot more promotion to achieve their sales target and asked an agency to develop and present a promotional proposal. List THREE characteristics the brand manager would look for in this promotional proposal. (3 × 2) List THREE restrictions that the Merchandise Marks Law places on advertisements like the Nutri-Grain advertisement illustrated above. (3 × 2) Explain the meaning of 'images' as one of the creative elements for a printed advertisement as illustrated in the Nutri-Grain advertisement. (3 × 2) List FOUR steps for giving positive feedback to the agency responsible for the promotional proposal on Nutri-Grain. (4 × 2) Identify a consumer promise made by Nutri-Grain in the given advertisement. (2 × 1)

(6) (6) (6) (8) (2) [30]

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QUESTION 6 Study the advertisement and answer the questions that follow.

NASONEX REMINDS CONSUMERS OF PROBLEMS WITH ALLERGIES

This allergy season, prevent congestion before it begins, with

NASONEX:

To treat and help prevent congestion and other seasonal nasal allergy symptoms, NASONEX* is the one.

Why be 3ii stuffed up and cor i Bee prepared.

NASONEX* is the onfy prescription riasa) spray POA approved to both treat and heip prevent congestion and other seasonal nasal aHergy symptoms before they begin Ronase? Aiiega* and Zyrrec"" can say that Only NASONEX4 And NASONEX* is scent-free and atoohol-free.

To Ite'p prevent most seasonal nasal aitergy sYmptoms in patients 12 years artd OfcJ ,̂ NASONEX* is recommerided 2 to 4 weeks pro1 to the anticipated star of trw pcllsn season,

Sb3e effects were generally mfrj and inducted headache, viral infection, sore throat, nossdteeds, and coughing. Take NASONEX* reguterty as rscommended b*/

1-S77 NASONEX www.nasonex.com

your doctor, sincsr its effectiveness depends upon negu&r use. Maximum treatment benefit fe usuatty achieved within 1 to 2 weeks.

Please see additional important information on next page. Available by prescription only. Tafc to your doctor to find out whether NASONC-x* is rfgni for you.

[Adapted from: Advertising and Promotions 7tn ed. P. 107 __________________George E Belch and Michael A Belch]

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6.1 Keeping the rules of good copywriting in mind, discuss the style of copywriting

in the NASONEX advertisement, using the following checklist:

6.1.1

6.1.2 6.1.3 6.1.4 6.1.5 6.1.6

Use of headline (2 × 1) Choice of words (2 × 1) Sentence form and length (2 × 1) Punctuation (2 × 1) Style of copy (2 × 1) Use of images (2 × 1)

(2) (2) (2) (2) (2) (2)

6.2 6.3 6.4

It is very important for any advertising organisation that employees are able to work efficiently in a team. Explain THREE types of behaviour that destroy teamwork. (3 × 2) Does the NASONEX advertisement comply with the characteristics of a great advertising idea? Give THREE reasons for your answer. (3 × 2) To reach an entire target market, NASONEX must use more than one advertising medium. List THREE important factors to consider when choosing a media mix. (3 × 2)

(6) (6) (6) [30]

QUESTION 7 Read the case study below and answer the questions that follow.

FINDING NEW WAYS TO BUILD BRANDS Consider for a moment what consumers' reactions would be to a pair of running shoes if the Nike name was taken off them or a can of cola without the Coke or Pepsi name. Do plain blue jeans carry the same status as those bearing the Diesel or Levi label? There was a time when consumers were proudly declaring their independence from the appeal of name-brand products in favour of more private labels. However, in today's marketplace the appeal of brand names is greater than ever and marketers recognise that building the image of their brands is a key to profitability and growth.

[Source: Adapted from Diane Brady, Cult Brands, Business Week, 2 August 2004, pp 64-67.]

7.1 7.2

Name TWO of the best known brands in South Africa. (2 × 2) Advertisers with a limited budget swap between reach and frequence when applying a media strategy to make their brand better known.

(4)

7.2.1

7.2.2

Explain the meaning of reach and give ONE circumstance when an organisation will apply it. (2 + 1) Explain the meaning of frequence and give ONE circumstance when an organisation will apply it. (2 + 1)

(3) (3)

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7.3 7.4 7.5

List the steps an organisation should follow in its media plan to market their brand successfully. (4 × 2) List THREE principles that advertisers have to apply when products/services/brands are advertised. (3 × 2) Identify THREE possible communication barriers when an organisation communicates with stakeholders. (3 × 2)

(8) (6) (6) [30]

TOTAL SECTION B: 120

GRAND TOTAL: 150

Documents

NATIONAL CERTIFICATE (VOCATIONAL) ADVERTISING …gs.teqcle.co.za/kep/resources/48/NC40+-+ADVERTISING+_+PROMOT… · (3041014) -- 1 -- nc (e) (f)v advertising and promotions nqf level