Short Answers

Diana is a marketing manager for a chain of pet stores,We Love Pets. The following short answer and essay questions relate to Daina's experiences in marketing.

Diana decides to run a contest for We Love Pets to win a free supply of pet food.

1.What type of integrated marketing communication is this an example of?

2.Would the effect on sales be short-term or long-term?Explain why. ?

Diana decides to work with an advertising agency to create the advertisement.

3.Since Diana is the client in this case, what is the role of the main person Diana will speak with at the agency?

4.Name two professional ways that Diana and the agency can develop a good working relationship.

5.If Diana and the agency part ways, why is it important that they do not burn bridges?

Sue is the account manager at S&S Advertising agency,assigned to Diana's account.

6.Provide 2 Marketing Communications objectives of the campaign

7.Provide the positioning statement for the campaign.

S&S advertising recommends that the We Love Pets campaign is targeted to Adults 19-25.

8.Provide and describe four aspects of the target audience from a psychographic perspective.

In order to move forward the agency recommends that Diana uses a factual appeal and include a keybenefit statement.

9.Provide one example slogan that Diana could use inan advertisement which has a factual appeal for We Love Pets.

10.Provide one example of a key benefit statement for We Love Pets

. We Love Pets's biggest competition is a chain of pet stores called Animals-R-US. Diana decides to approve a billboard advertisement which shows two photos:Photo 1 shows a model with a happy animal that says"I went to We Love Pets!"Photo 2 shows a model with a sad animal and says "Iwent to Animals-R-US

11.Which of the Canadian Code of Advertising Standards is Diana violating?

12.Describe what might happen to Animals-R-Us's business?Is this fair?

13.As a result of this advertisement, what might customers think of We Love Pets's brand?

14.Identify who is responsible for this violation and identify one way in which it could have been avoided.

Long answer-

Diana is considering running an Outdoor campaign and Magazine Campaign for We Love Pets.Diana is now your client, and you are the media planner working with Diana to explain this type of media.

Explain three aspects that are important in the production of outdoor advertising and three aspects that are important in the production of print advertising.Would you recommend these two types of advertising to Diana? Explain why or why not.