LCCI International Qualifications

Certificate in Advertising
Level 3

Model Answers
Series 3 2009 (3002)

For further Tel. +44 (0) 8707 202909

information Email. enquiries@ediplc.com
contact us: www.lcci.org.uk
Certificate in Advertising Level 3
Series 3 2009

How to use this booklet

Model Answers have been developed by EDI to offer additional information and guidance to Centres,
teachers and candidates as they prepare for LCCI International Qualifications. The contents of this
booklet are divided into 3 elements:

(1) Questions – reproduced from the printed examination paper

(2) Model Answers – summary of the main points that the Chief Examiner expected to
see in the answers to each question in the examination paper,
plus a fully worked example or sample answer (where applicable)

(3) Helpful Hints – where appropriate, additional guidance relating to individual

questions or to examination technique

Teachers and candidates should find this booklet an invaluable teaching tool and an aid to success.

EDI provides Model Answers to help candidates gain a general understanding of the standard
required. The general standard of model answers is one that would achieve a Distinction grade. EDI
accepts that candidates may offer other answers that could be equally valid.

© Education Development International plc 2009

All rights reserved; no part of this publication may be reproduced, stored in a retrieval system or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise
without prior written permission of the Publisher. The book may not be lent, resold, hired out or
otherwise disposed of by way of trade in any form of binding or cover, other than that in which it is
published, without the prior consent of the Publisher.

Page 1 of 11
QUESTION 1 (Compulsory)

Prepare a storyboard for a 30 second television commercial to be shown in the breaks of

programmes watched by teenagers (13-19 year olds) to announce a competition for young artists.
You can make up the details of the nature of the competition and the organiser. The storyboard must
include a frame or voice-over giving contact details (eg telephone number, postal or email address) for
viewers to request a booklet giving the rules and regulations and how to submit works of art.

(Total 20 marks)

3002/3/09/MA Page 2 of 11
QUESTION 2

Outline how manufacturers might use a combination of marketing and promotion to convince
customers that an existing brand of shampoo is ‘new and improved’.

(Total 20 marks)

MODEL ANSWER TO QUESTION 2

Manufacturers need to innovate - to bring in new and improved product offerings - either via a new
way of presenting the product (or service), packaging it differently, adding new ingredients,
reformulating the product or combining it with associated products and then re-launching it onto the
market-place.

Select up to seven of the following

This may be achieved as follows:-

ƒ Shampoo is not only promoted as a way of cleaning the hair but making it shiny.

ƒ Shampoo also makes the hair healthy.

ƒ Shiny and healthy hair that looks attractive

ƒ The product is convenient to use.

ƒ The shampoo solves problems (tangles and split ends).

ƒ It is packaged in smaller container as a travel pack.

ƒ It is packaged in a bigger container as a family economy pack.

ƒ The pack is given a pump action nozzle for ease of use.

ƒ The shampoo can be promoted as part of a haircare system which involves purchasing the
same brand conditioners and gels.

ƒ Medicaments can be added (so that the shampoo becomes an anti-dandruff treatment).

ƒ The shampoo is formulated with a conditioner for one-stop washing (which is then
presented as the ideal haircare system for people leading busy lifestyles).

3002/3/09/MA Page 3 of 11
QUESTION 3

(a) Describe the role of the ‘a la carte’ agency.

(8 marks)
(b) Describe the role of the media independent.
(8 marks)

(c) Explain the circumstances whereby an advertiser might only use a media independent and not
the ‘a la carte’ agency.
(4 marks)

(Total 20 marks)

MODEL ANSWER TO QUESTION 3

(a) The ‘a la carte’ agency is so called because the client can choose the precise creative service(s)
they require from a menu of activities and doesn’t have to have the total offering of the full service
agency.

It is used by clients who only require work done on an occasional basis - when they launch a new
product or service or when they take up a fresh sales or marketing initiative, etc.

Sometimes called a creative ‘hot shop’ which will develop the proposition and concepts to meet
the advertising brief of the client. At a later stage the client may return with another brief but there
is no compulsion to do so.

Originally, such agencies worked on media advertising campaigns but gradually they either
expanded to cover other functions such as packaging and display or into even wider fields to
cover areas like complete product development from initial product concept through to brand
development. This would encompass the brand name, the package design and the presentation
across the promotional mix.

(b) Media independents were set up to buy on behalf of several agencies representing several clients
so there would be further economies of scale by buying in bulk. (Full service advertising agencies
are able to negotiate favourable prices with the media due to the sheer volume of space and air-
time that they purchase on behalf of individual clients).

Media independents therefore have immense buying power and so can negotiate even more
favourable prices (and special positions). They then pass on the savings onto the agencies who
pass them on, in turn, to their clients.

They act independently of the advertising agencies and the media sales departments selling
space and air-time.

(c) Usually media independents work effectively together with the ‘a la carte’ agency but could also
work independently for an advertiser who produces its own creative work. The advertiser might
then have this ‘paper set’ by the publication or made by the television channel/radio station, etc.
so only needs airtime/space buying.

If existing creative concepts already exist (from an overseas parent company), then the advertiser
might use a media independent.

3002/3/09/MA Page 4 of 11
QUESTION 4

Draft notes to guide junior members of an advertising agency on the stages needed to develop a
press advertisement for presentation at a pitch to a client.
(18 marks)
(Two [2] marks will be awarded for notes but not an essay)

(Total 20 marks)

MODEL ANSWER TO QUESTION 4

(1) Development of the Creative Brief

The creative director establishes the creative brief instructing the department on what is needed
from the campaign based on being briefed by the account handling team.

Use of brainstorming sessions involving account handling staff, media department, creative and
production departments plus agency’s research staff (previously called the ‘plans board’).

(2) Creation of the Concept

Creative team set up by copy chief and/or art director consisting of (external/in-house) copywriter
and visualiser. Jointly produce ‘roughs’ and ‘scamps’ or even ‘scribbles’ for discussion with
creative director/copy chief /art director.

Creation of copy platform or central proposition agreed by creative director for concepts to be
brought up to a finished standard.

Account handling staff consulted and concepts discussed in an open forum with a number of the
agency staff present to test out the potential of various ideas. (Sometimes referred to as ‘review
board’ as agency personnel involved who have had nothing to do with campaign study the final
presentation in an objective way).

Copywriters and visualisers then develop the best ideas (either as a single advertisement or
series of advertisements on the same theme) to highly finished standard for presentation to the
client.

Copy chief/art director do quality checking to see that the visual is up to the right standard to be
presented to the client.

Creative director ensures the message suits the product/service (with correct branding and
positioning) to communicate benefits and advantages of the company and its goods/services
based on the campaign and advertising briefs.

Account handler liaises with creative team to confidently present and defend the concept and
ideas when in front of the client.

3002/3/09/MA Page 5 of 11
QUESTION 5

List and describe the stages in production of an advertisement to appear in newspapers and
magazines once the client has approved the concept and copy. (Do not include any reference to the
creation of press advertisements).

(Total 20 marks)

MODEL ANSWER TO QUESTION 5

The stages of finished artwork production, reprographic film processing and platemaking are:-

(1) Preparation of layout showing accurate positioning of headlines; sub-heads; body copy;
photographs, transparencies and illustrations; logotypes and other graphics.
(2) Setting type using photo-setting or desk top publishing systems.
(3) ‘Cut and paste’ of type and graphics in the right position according to the layout (this is called the
‘paste up’).
(4) Drawing of keylines to accept transparencies and photographic prints.
(5) The finished artwork is sent to a reproduction house (sometimes called a ‘process house’) so that
reprographic film can be produced for platemaking. The film is either negative or positive
according to the platemaking process used for the printing.
(6) A single film produced for monochrome printing (black and white or a single colour) but four films
produced from more complex artwork for the four colour process.
(7) Half tones are produced by breaking down the tones of black and white photographic prints into
various sized dots using a cross hatched screen placed between the lens and the film at the back
of the reprographic camera.
(8) Production of four colour separations from colour transparencies with different colour filters
placed on the lens of the camera to cut out unwanted colours.
(9) Film (films) placed on sensitised plate and exposed to light and then developed and fixed.

3002/3/09/MA Page 6 of 11
QUESTION 6

Write a business letter to the marketing director of an international company with offices in a
developed country, explaining the type of above-the-line media that might currently exist in a
developing country.

(Four [4] marks will be awarded for a business letter format)

(Total 20 marks)

MODEL ANSWER TO QUESTION 6

Business letter format.

Lists and descriptions covering number, variation and size of publications such as national daily and
weekly newspapers, local and regional press, consumer magazines (including choice of women’s
magazines, for example) and, optional, trade and technical journals.

Mention of the availability of television, commercial radio and access to cinema together with their
showing of commercials.

Use of posters as an above-the-line medium.

3002/3/09/MA Page 7 of 11
QUESTION 7

List, describe and explain the contents of a media information pack of a local or regional newspaper.

(Total 20 marks)

MODEL ANSWER TO QUESTION 7

Contents to include:-

(1) Circulation and readership figures (e.g. ABC/NRS)

(2) Profile of readers (based on independent research such as NRS and research undertaken by the
publication)
(3) Area of coverage (in geographic terms)
(4) An editorial schedule of subjects to be covered in the publication so that advertisers can place
their advertisements in special issues, features or sections on specific dates
(5) Advertising rates (including rates for special positions)
(6) Frequency (daily, weekly or monthly appearance)
(7) Mechanical details (eg method of printing and requirements for film with printed media).

Mention of independent media research bodies (eg NRS/VFD or indication of local equivalents).

3002/3/09/MA Page 8 of 11
QUESTION 8

(a) Describe the specific roles and responsibilities of the brand/product manager only in
relationship to the advertising of the organisation.
(15 marks)

(b) Explain the brand/product manager’s other roles and responsibilities within the marketing
department of the organisation.
(5 marks)

(Total 20 marks)

MODEL ANSWER TO QUESTION 8

(a) Up to seven of the following - :

ƒ strategic planning and determining policy

ƒ determining aims and objectives
ƒ promotional planning
ƒ budgeting
ƒ departmental organisation
ƒ ensuring that the promotional programme is implemented effectively
ƒ finding, selecting and liaising with advertising agency
ƒ liaising with other suppliers (of sales promotion and other services)
ƒ managing and maintaining the company’s image and reputation
ƒ liaising with other business functions such as marketing, distribution, sales and production.

(b) Brand Manager (also called Product Manager)

Responsible for a brand/product or group of brands/products.

ƒ Normally includes the co-ordination of all advertising and promotion (as should be mentioned
in part (a) but also display, merchandising and packaging, etc)

ƒ Preparing launches/re-launches of new products/variations

ƒ Product improvements for own portfolio of brands/products

ƒ Helps in preparing the marketing plans

ƒ Setting of sales and profit targets for brands

ƒ Main purpose is to ensure that each product or group of products is then managed by a
person not distracted by other concerns to ensure that brands/products survive and market
opportunities are exploited.

3002/3/09/MA Page 9 of 11
QUESTION 9

Write notes for six (6) slides for a presentation entitled ‘Reasons to Advertise’ for a new product which
is to be sold in a very competitive market. You believe this presentation is needed because the board
of directors of the company where you plan to work has said that ‘the product will sell itself, there’s no
reason to advertise’.

(Two [2] marks will be awarded for notes suitable for a presentation)
(Total 20 marks)

MODEL ANSWER TO QUESTION 9

‘Reasons why’: -

Contents for Slide 1

ƒ Marketing is used to fulfil customers’ demands while specific aspects such as selling, sales
promotion, advertising, direct marketing and public relations inform the customers that the
company has products and services that fulfil these needs and wants.

Contents for Slide 2

ƒ Factory makes what the market wants rather than pursuing the old concept which was
selling what the company produced by dressing it up in advertising and packaging/re-
packaging.

ƒ Companies should not have to offer their products and services to the market in the hope
that they will sell.

Contents for Slide 3

ƒ Managers should be taking control of the whole marketing process so that they manage in
the true sense of the word. Similarly, advertising campaigns have to be managed.

ƒ Marketing has a crucial role in the managing of a business. If the business takes control of
finding what the customer wants, they will probably be able to charge what the customer is
prepared to pay and so be judged by a healthy profit.

Contents for Slide 4/5

ƒ Customers can be informed that products and services are available (and meets their
demands) by advertising and go to the retail outlet to purchase it.

ƒ It therefore becomes a lot easier to sell a product or service (especially where shop
assistants are no longer required to convince the customers of the effectiveness of any one
brand or product.

ƒ Products may be exactly the same as the competitors’ goods - or have ‘parity’ with each
other so advertising can help to differentiate between the products so that each one is
perceived in such a way that it occupies it’s own market position or ‘niche’.

Contents for Slide 6

ƒ Necessity to initiate ‘push’, by ‘selling in’ the products to the wholesalers and retailers so
that they can stock them (against competitive products). Once the customer has seen the
consumer advertising (i.e. advertising aimed at purchasers and end-users), a ‘pull’ effect
should follow.

3002/3/09/MA Page 10 of 11
QUESTION 10

(a) Prepare a media schedule for the printed media (ie press) that you would use to target
audiences for a new and improved shampoo, using actual publication titles.
(12 marks)

(b) Explain the reasons for your choice of newspapers and magazines in the schedule.
(8 marks)

(Total 20 marks)

MODEL ANSWER TO QUESTION 10

(a)

Publication Space Cost Inserts Total Month 1 Month 2 Month 3

Daily Mail Page £xx,xxx 3 £9x,xxx X X X
Daily Mirror Page £xx,xxx 3 £6x,xxx X X X
Sunday Express Page £xx,xxx 3 £9x,xxx X X X
Cosmopolitan Page £xx,xxx 3 £4x,xxx X X X
YOU Page £xx,xxx 3 £6x,xxx X X X
Grand total:- (£34x,xxx)

(b)

Decisions were made based on:-

(1) Circulation and readership figures (eg ABC/NRS)

(2) Profile of readers (based on independent research such as NRS and research undertaken
by the publication)
(3) As for (2) but indication of lifestyle
(4) Opportunities to see (OTS) and Cost per thousand (CPT).

3002/3/09/MA Page 11 of 11
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Tel. +44 (0) 8707 202909

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Email. enquiries@ediplc.com
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