Media and Branding Exam
1. When looking at the four (4) classic forms of Mass Media, Identify the two types of media that you feel are most suited to the fashion industry. Explain why you feel that way and describe all the advantages that apply when advertising fashion (at least three advantages) through this form of media: (25 pts)
TV and Magazines, both of these types have been used since the rising of fashion industry. People are used to see fashion programs on TV, can be also fashion contest, fashion shows (ex. Project Runaway), people gets motivated and wants to be a fashion designer or model. On magazines its almost the same, you can see photos of models in the cover page wearing fashion clothes to promote this industry. The advantages are that more people want to get into the fashion industry being a fashion designer or model, sales increase, a lot of people can see it.
2. Safari, Inc. is a manufacturer of sporting apparel that has decided to start a new line of trekking sandals, made out of recycled plastic. Produce an outline of an ad campaign (messaging/slogan, which channels/media to use, advertising appeal, etc.) that Adventurer, Inc. could use if it wants to reach the target market of young consumers successfully, age 20-40, who are environmentally conscious: (25 pts)
3. A logo is a crucial graphic element for a brand. When designing a logo, explain what you should consider (list 2). Illustrate an example of an imperfect logo (that clearly didn’t follow these guidelines) and explain how it does not meet both of these standards. Then suggest how to fix it: (25 pts)
Perceptual Fields (Field of Experience) and Socialization (artefacts of culture). The A-Style logo, it’s a clothing brand, people can see easily the double-sense in this logo and the perceptions of the brand it´s affected by this, also in some cultures people will see this very bad and unacceptable.
4. Greenhouse Cafe, Inc. is a new coffee company that wants to open outlets in major metropolitan cities. Their brand is positioned by trying to “save our planet” using sustainably sourced coffee and cups for their coffee cafes. Produce an outline of an experiential/guerilla (creative and low cost) marketing campaign that you would create for Greenhouse Café, Inc. so that they could tap into the target market of high income, 30-39-year-old, gourmet coffee consumers: (25 pts)
5. Identify and describe what is, in your opinion, the two most successful types of advertising appeals. Give an example of each appeal (using an existing advertisement) and explain why you feel that these have been successful campaigns: (25 pts)
Symbolic needs: Lacoste, this brand tries to mix style, status and sports, this brand represents or symbolize high status, in the past this brand wasn´t the same as now, that’s why it´s so popular nowadays.
Experiential Needs: SICO, this brand emphasize in the perfect experience in the sexual act using the product, using especially ads and commercials, having a total success.
6. When creating a brand, it will need to be positioned in the marketplace. Positioning a brand involves two distinct parts. Take an existing brand of your choice – then identify, define and explain how both parts of positioning were accomplished: (25 pts)
APPLE
Position in: They wants to sell you a unique experience with its products, they emphasize the privacy and security, quality materials, high performance.
Position against: They are always comparing their products with the products of other companies, saying that their products are better, especially with adds or commercials.
