Explain how salespeople can generate feedback from buyers.
You are in a meeting about the strategy for an automotive client who is proposing a new upscale luxury version of an electric car. One of your team members says positioning is an old strategy and no longer useful for modern products because the market is so complex and changes so fast. Another person argues strongly that you need to understand the position in the consumer’s mind before you can even begin to develop an advertising strategy. Discuss one side of this issue for the launch of this new product and develop your position to present and defend in a class debate.
(250 words min.)
The following are from actual brand communication campaigns. If you were involved in a go/no go decision, what would you decide? For each idea, explain your analysis.
You are assigned to develop a Super Bowl ad for the Groupon Internet coupon website that advertises daily deals in local media. The company has been using a “Save the Money” campaign with Hollywood stars talking about a cause they support and then connecting that to a deal they got off Groupon. So what to do for the Super Bowl? A colleague suggests using a star
speaking about the plight of the Tibetan people and their culture with pictures of snow-capped mountains and dancing children, followed by a scene with the star in a Himalayan restaurant talking about what he saved on his meal. What do you think about this idea?
Zappos, an online apparel retailer with a quirky, brash culture, has received a proposal from its agency. You are on the Zappos management team. The idea is to show naked models doing everyday things, such as jogging, playing Frisbee, hailing a cab, and riding a Vespa – all with censor bars strategically placed. Although using naked people to sell clothing is a little literal, the agency argues that it also is highly attention-getting. What do you think?
What do we mean by the tone of voice, and why is it important in advertising? Find a magazine ad that you think has an appropriate tone of voice for its targeted audience (the readers of that particular magazine) and one that doesn’t. Discuss your analyses of these two ads.
(250 words min.)
Identify 3 objectives of creative message strategy. Identify methods for achieving each creative message objective.
Write an essay (4 pages) and consider some of the questions below in your essay.
• What is the purpose of visual communication? Describe the importance of visual communication in print and television advertising.
• What is the importance of visual communication in branding? What is the relationship between visual communication and brand image?
• What is a print ad layout? What are the most common types of layouts?
• What are some creative and logistical differences between filming a local and national television commercial?
• What is the difference between graphic design and Visual Communication Design?