ADVT 5321 finalcad - ADVT 5321 Advertising Strategy Final Exam Read each question carefully and completely before beginning to answer any question

ADVT 5321 finalcad - ADVT 5321 Advertising Strategy Final...

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ADVT 5321 Advertising Strategy Final Exam Read each question carefully and completely before beginning to answer any question. Answers should be supported by citing references to the text, concepts discussed in class, experiences from group project, your own portfolio project and your own strategic decisions based upon what you learned in this class. I’m not looking for your unsupported beliefs. Focus on strategic options and support your decisions with fact based reasoning from the case provided, weighing options and making recommendations based upon strategic choice. Please limit your answers to no more than one page per question but don’t feel the need to write a page per answer. Focus on meaningful content rather than filling a page. Questions deal with the Advertising Age summary of Cadillac Case Study from AdWeek. Please read the article and review this spot: 1. Provide a brief situational analysis that all automobile marketers faced in 2008 and 2009. a. Focus your answers on the most important facts that would impact all automobile marketers. b. You can use the outline in the text but focus on what you think helped shape the Cadillac Breakthrough campaign? 2. From the information outlined in question 1, what level do you think that Mark Lave, Cadillac, vp of Marketing, focused on in the Savidage-Steiner Learning Model—Page 404. a. Support your answer by providing facts from the case that help support the level you choose and what action the “Breakthrough” campaign was trying to influence with consumers. 3.What was the key advertising strategy that Cadillac employed to implement the “Breakthrough” campaign? a. Describe how they executed creativity in the message, media strategy and use of communication mix elements in the execution b. What market factors were they able to take leverage over the competition?
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