Jamal is working at Zulu Alpha Kilo Incorporated, a creative advertising agency, and is assigned to Dua's account.

Dua is building the brief to share with Jamal and the team at Zulu Alpha Kilo Inc. (4 marks total)

1. Provide 1 Marketing Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark)
2. Provide 1 Integrated Marketing Communications objective for the campaign, relating it to the product and/or campaign in this case. (1 mark)
3. Consider where Work It may fall on a positioning map. Provide a positioning statement for the Work It campaign. (2 marks)

Zulu Alpha Kilo Inc. recommends that the Work It campaign is targeted to Adults 36-45. (4 marks)

1. Provide and describe four aspects of who the target audience could be for Work It from a psychographic targeting perspective, as it relates to the target market of the product in this case. (4 marks)

In order to move forward, the agency recommends that Dua uses an emotional appeal and include a key benefit statement. (2 marks total)

1. Provide one example slogan that Dua could use in an advertisement that uses this type of appeal for Work It. (1 mark)
2. Provide one example of a key benefit statement for Work It. (1 mark)

Dua decides to approve a billboard advertisement that advertises a premium pair of sneakers autographed by baseball player LeBron James available at Work It. (5 marks total)

The advertisement says 'Get your autographed sneakers at Work It today!'

When a customer comes into a Work It store to buy the the shoes, however, they are told there was only 1 pair in the store and another customer already bought them.Instead they are shown other shoes which are not autographed.

1. Which of the Canadian Code of Advertising Standards is Dua violating? Explain why. (2 marks)
2. As a result of this advertisement, what might customers think of Work It's brand? (1 mark)
3. Identify who is responsible for this violation and identify one way that it could have been avoided. (2 marks)