as creative director,demonstrate your understanding of the three-exposure as cre
ID: 421551 • Letter: A
Question
as creative director,demonstrate your understanding of the three-exposureas creative director,demonstrate your understanding of the three-exposure
as creative director,demonstrate your understanding of the three-exposure
SECTION A: REQUIRED: This section contains two compulsory questions. You are required to answer both of these questions in the order given. Each question is worth 10 marks. Please read each question carefully and answer what is specifically asked. Clearly state any assumptions you make. PRACTICE QUESTION Eobard Thawne is the creative director of High Heels & Bananas (a panel agency briefed by Nike) is known in the industry as a media expert Several of Meghan's team members struggle with media strategy and she has asked Eobard to run a question and answer (Q&A;) session with her junior associates. As part of his presentation, Eobard Thawne explained the three-exposure hypothesis and discussed its pros and cons in practice. As creative director, demonstrate your understanding of the three-exposure hypothesis by including reference to relevant media objectives and case study based examples in your response. (10 marks) SECTION B REQUIRED: This section contains four questions. Answer the questions in the order given and clearly mark which questions you are attempting. Each question is worth 10 marks. Please read each question carefully and answer what is specifically asked. Clearly state any assumptions you make. You are required to answer any three of the four PRACTICE QUESTION High Heels & Bananas pitched the importance of integrating a mix of relevant and integrated communication elements in its recommended campaign. As part of Eobard Thawne's pitch, he noted hat major differences existed between direct communication and indirect communication techniques also stressed the importance of understanding the strengths and weaknesses of different communication approaches and how they can be best integrated for achieving outstanding campaign results. As the creative director of High Heels& Bananas, you need to explain the major differences 6
Explanation / Answer
Advertisement is a major component of every marketing strategy, as it is a major means of communication between an organisation and the target consumer. Brand as well as product awareness is largely dependent upon advertisement and its effectiveness in communicating with the consumer. The image of the product, as well as organisation, is created in the mind of the customer through advertisement via various media. Effective advertisement results in communicating to the customer all the major value features of any product which will essentially convince the customer to purchase the product or create confidence in the brand and the company. Information presented in an advertisement can mould the brand and product image through optimal presentation and exposure focussed mainly on target groups.
Given the importance of advertisement in insurance the success of a product as well as a brand it is essential that the process be perfectly planned and strategized to provide optimal results. Advertisement is one of the major input costs incurred for marketing of products. It becomes important to ensure the returns received are maximized, and visible through growth in product sale and customer base. Therefore, it becomes important to understand the frequency of advertisement required which would generate optimal results in the form of sales. Extensive research has been undertaken to arrive at the optimal number of advertisements a customer needs to view for ad effectiveness. Initial research linked people's ability to Remember unimportant information through repetition with the effectiveness of advertisement, until Paul Krugman's manifestation of the magic number of 3 which rendered advertisement effective, was widely accepted as a rule of thumb. John Philip Jones provided further information that a single exposure could also be effective when a Purchase Decision has already been taken. However there is no one size fits all approach to advertisement as supported by various theories available. The frequency may vary with the type of goods as well as the target customer. Also objective to be achieved through the advertisement is another major factor to be considered as creating brand awareness, or product image by highlighting the features which create value for the product and make it stand apart from its competitors, how to increase customer base and achieve sales targets. The objective to be achieved can be a major factor as creating awareness may require more frequent ads to ensure that the brand other product has been absorbed into the memory of the individual and will be considered when making a relevant purchase. Brand image generator confidence within the company which is one of the major consideration for an individual during purchase of any product. The major objective behind brand names and taglines was to ensure easy memorizing and identification of a company and its products by consumers. Advertisements also service excellent sources of lead generation which can convert to sales provided company is highly sensitive to reaction time. Immediate response after exposure to advertisement can Mika news difference in the final outcome of the advertisement. Overexposure is the other side of the coin, clearly indicating that after an optimal number of advertisements there is a marked decline in the effectiveness of the advertisement with response reducing. This was one of the major factors which led to such extensive research on number of advertisements which could ensure optimal returns and achieve the objective through effectiveness.
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