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PART 1: Short Answer (20 marks total)
Tala is a marketing manager for a pet hotel, Furry Friends.
Furry Friends has twelve locations in suburban Ontario and is expanding into Quebec as many
people need somewhere to place their pets while they go to work or on vacation. Furry Friends
is known for having excellent medical care, high quality pet foods and a variety of activities to
suit animals. As such, they have higher prices than other pet care hotels in Toronto.
The following short answer and essay questions relate to Tala’s experiences in marketing.
Tala decides that she is going to make sure that her team in the salon is very educated on their
services and provides them with information to convince potential customers to use their
services. (1 mark total)
1. What category of integrated marketing communication is this an example of? (1 mark)
Tala decides to work with an advertising agency to create the advertisement about the Furry
Friends which mentions the donation. (5 marks total)
2. Tala is the client in this case. Consider the organizational structure of an advertising
agency. What is the title of the role of the person at the agency that will assist with
communications and managing the relationship with the client? (1 mark)
3. Who is in charge of developing the brief for the campaign? (1 mark)
4. Who is responsible for the media strategy? (1 mark)
5. List and describe an example of a compensation structure Tala might use. Explain one
advantage and one disadvantage to this structure for Tala. (2 marks)
Ronan works at Rethink Communications, an advertising agency, and is assigned to Tala’s
account.
Tala is building the brief to share with Ronan and the team at Rethink Communications. (4
marks total)
6. Provide 1 Marketing Objective for the campaign, relating it to the product and/or
campaign in this case. (1 mark)
7. Provide 1 Integrated Marketing Communications Objective for the campaign, relating it
to the product and/or campaign in this case. (1 mark)
8. Consider where Furry Friends may fall on a positioning map. Give a positioning
statement for Furry Friends. (2 marks)
Rethink Communications recommends that the Furry Friends campaign is targeted at Adults 4655. (5 marks)
9. Provide and describe one detailed example of a demographic of the target audience for
Furry Friends, beside age and gender. (1 mark)
10. Provide and describe four examples of who the target audience could be for Furry
Friends from a psychographic targeting perspective, as it relates to the target market of
the product in this case. (4 marks)
In order to move forward, the agency recommends that Tala use a fear appeal and include a
key benefit statement. (2 marks total)
11. Provide one example slogan that Tala could use in an advertisement that uses this type
of appeal for Furry Friends. (1 mark)
12. Provide one example of a key benefit statement for Furry Friends. (1 mark)
Tala decides to approve an interior transit advertisement that shows a dog and a cat getting a
massage. The headline reads, “Massages feel good at Furry Friends. In reality, Furry Friends
does not actually have massages for pets. (3 marks total)
13. As a result of this advertisement, what issue might this cause for Furry Friends’s brand?
(1 mark)
14. Identify who is responsible for this situation and identify how it should have been
avoided. (2 marks)
PART 2: Essay and Reflection: (10 marks total)
Tala has decided to switch to your advertising agency, and you are now working with her. You
feel that it is important that she understands the creative development process thoroughly,
including the client and agency responsibilities at each step.
Explain the five main steps in the creative development process in detail. For each step, apply
this to Tala’s campaign for Furry Friends so that she understands what this means.
Optional Reflection Questions (Answer all 3 to get 1 bonus mark):
1. What was the hardest exam question? Explain why.
2. What study strategies did you use for this exam?
3. How would you study differently next time?
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