When it first started operation, American Art Company produced and sold

supplies for potters. Over the years, it has expanded its product mix

to include other crafting materials such as stencils, picture frame

kits, how-to books, and a variety of paints. Within the last six

months, American Art has added a line of Country Garden Paper Shapes.

These delicate paper cutouts, in the form of flowers and butterflies,

can be used to decorate everything from lampshades to greeting cards.

Until recently, the company has relied on word-of-mouth advertising and

some trade promotions to encourage its retailers to carry its full line

of products. The CEO of American Art Company has hired an ad agency to

increase the company's sales; he is especially interested in making sure

its newest product (his idea) is a success. As the ad agency is

putting the final touches on its integrated marketing campaign for

American Art, the CEO asks that the agency find a way to promote the

company's donation of craft materials and volunteers to summer camps for

terminally ill children. This may cause a problem because the CEO does

not want to add any more money to the advertising budget.

The first ad, the agency ran was in crafting magazines and was

headlined, "Look at What We Can Do to Help You Create Beauty." The ads

did not focus on Country Garden Paper Shapes, but rather on the entire

product line. The second ad the agency ran was in home decorating

magazines and was headlined, "Look at What a Country Garden Can Do to

Help You Create Beauty." This ad itself, unlike the previous one,

focused on Country Garden Paper Shapesnot on the whole product line.

Questions:

A. You are required to suggest an ad headline and cover both aspects

which have not been covered in previous two advertisements given in the

case.

B. Country garden wants to do its publicity. What suggestions would

recommend to the company for creating publicity in the market.