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IMM Graduate School of Marketing

May 2014 Examination MC / MC201



EXAMINATION : MARKETING COMMUNICATIONS (MC)
MARKETING COMMUNICATIONS 2
(MC201)

DATE : 21 MAY 2014
TIME ALLOWED : 3 HOURS
TOTAL MARKS : 100
MATERIAL SUPPLIED: KRAFT SALAD DRESSING

INSTRUCTIONS TO CANDIDATES

1. Please refer to the examination rules and regulations as found in the examination
answer book.

2. Read the attached case study Kraft Salad Dressing and answer ALL the
questions.

3. Read each question carefully to determine exactly what is required before attempting
the answer.

4. Set your answers out in a systematic way under appropriate headings and sub-
headings.

5. Number your answers clearly.

6. IMPORTANT: Indicate the questions attempted by drawing a circle around the
question number on the front cover of the answer book.

NOTE:

Examination answer books are the property of the IMM GSM and may not be
removed from the examination hall.

Answers to examination questions should not include appendices in the form of
personal notes to the examining panel.






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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

Read the Kraft Salad dressing case study and refer to the case study when
answering each question. Answer ALL the questions.

QUESTION 1 [35]

1. The practice and environment of integrated marketing communication
(IMC)

1.1 If you were the brand manager for Kraft salad dressing, which obstacles to
implementing the key integrated marketing communication (IMC) programme
would you identify? (5)

1.2 With regard to the key IMC features discuss the two (2) methods/features
available to marketers for building customer relations. Provide specific case
study (Kraft) examples and provide your own additional examples of how
EACH method could be implemented to build customer relationships with
Kraft salad dressing customers. (10)

1.3 Define brand equity and explain brand equity from both the perspective of the
organisation that owns a brand (Kraft) and from the vantage point of the
customer. (5)

1.4 Explain brand equity-building through leveraging (2 marks) and refer to the
four (4) ways for leveraging favourable brand associations
(8 marks). Ensure to provide Kraft salad dressing examples where
applicable. (10)

1.5 Assume that Kraft salad dressing is a new brand:
Five brand-related characteristics influence consumers attitudes toward new
brands and their likelihood of adopting them. Considering these related
characteristics influencing consumers attitudes toward a new brand, how
successful was Kraft in influencing consumers attitudes positively toward
adopting Kraft Salad dressing? (5)

QUESTION 2 [30]

2. Fundamental integrated marketing communication (IMC) planning
background and decisions

2.1 There are three target market strategies available to a marketer, being:
differentiated, concentrated and undifferentiated. Briefly explain each of these
strategies and provide a practical example to show your understanding.
(6)

2.2 Motivate which target market strategy Kraft salad dressing selected in the new
zesty man Kraft salad dressing campaign. (3)

2.3 Identify the main message (1 mark) and the message channels used in the
Kraft salad dressing zesty man campaign (5 marks). (6)

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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

2.4 Enhanced processing motivation means that the customer receiving the
advert has increased interest in reading or listening to the message. Describe
the two (2) ways to accomplish enhanced motivation and motivate how Kraft
salad dressing used these two ways to interest customers to listen to the
message. (3)

2.5 Consider the Kraft salad dressing zesty man TV advert described in the case
study and apply the idea of the hierarchy-of-effects to this advert to describe
the series of psychological stages in order for Kraft to be successful. (12)


QUESTION 3 [35]

3. Advertising management and new media choices

3.1 Discuss the five (5) critical communications/advertising functions and
motivate whether Krafts zesty man salad dressing campaign was successful
in performing these communications functions. (15)

3.2 Present and define the various levels of the MECCAS model. (8)

3.3 Provide case related examples how Kraft salad dressing applied this
MECCAS model in its zesty man salad dressing campaign. (4)

3.4 Discuss the several potential roles of using sex appeal as an advertising
message appeal in this Kraft zesty man salad dressing campaign. (6)

3.5 Discuss the potential downside of using sex appeal in advertising. (2)

EXAM TOTAL: 100


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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

CASE STUDY:
Shirtless Hunk Heats Up the Kitchen in Kraft's Ads for Zesty Italian
Dressing: You'll have what he's having
By Andrew McMains
Posted 1 April 2013 on www.adweek.com
Source: [Online] Available at: http://www.adweek.com/adfreak/shirtless-hunk-heats-
kitchen-krafts-ads-zesty-italian-dressing-148279 [Accessed: 22 May 2013]

Can salad dressing be sexy? Well, Kraft will settle for zesty. A new campaign for
Kraft Zesty Italian dressing from the Playa del Rey, Calif., office of being features a
shirtless male chef whose catchphrase is "Let's get zesty." Slyly suggestive and
playful, the character feels like a cross between Old Spice's Isaiah Mustafa and the
skillet guy from ads for another Kraft brand, Velveeta. In one new spot, the chef
keeps adding Kraft Zesty Italian to a hot skillet, with flames shooting higher and
higher each time. "How zesty do you want it?" he asks. "A little? A little more? How
about a lot more?" The flames then consume his white V-neck T-shirt to expose
smouldering abs and pecs. The sassy cook also will appear on Bravo's Watch What
Happens Live as a guest chef and bartender. Other elements in the campaign, which
breaks today, include a website, getmezesty.com, and electronic cards or
"Zestygrams" that can be sent via social media platforms. A Kraft rep says the
campaign is "targeted toward our salad dressings consumer, who we define as a
mainstream foodie. They enjoy cooking and creative expression, and this campaign
speaks to them in a way that recognizes she is an individual in addition to being a
mom."




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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

The new Kraft zesty Italian dressing commercial has me wanting a
little more than salad.
By Lauren Vaught, 2 April 2013

Source: [Online] Available at:
http://www.brandchannel.com/home/post/2013/04/02/Kraft-Zesty-Guy-040213.aspx.
[Accessed: 22 May 2013]

In the future, all advertising will be based on the Old Spice Guy. The sooner we
accept it the better. The latest entry into the field is Kraft Dressing's Zesty Italian
salad dressing line with, wait for it, "The Zesty Guy."

One can only imagine that Kraft dropped this on April 1 for a reason, as it appears to
be a legitimate, non April Fools' prank. There's a landing page, GetMeZesty.com
where one can send a personalized "Zestygram." And the "Zesty Guy" is on Twitter,
naturally, where he is responding to tweets and uploading Vine clips while in
character, a move that feels familiar to fans of P&G's Old Spice suave social moves.

The Zesty Guy @TheZestyGuy

Follow

@TheZestyGuy here, at your culinary service.

According to at least one blog, the campaign is going offline as well with the punning
tagline, "The only thing better than dressing is undressing."

Is undressing a salad dressing sexy? Or are you sexy because you're eating salad
dressing with a shirtless man? And wouldnt it be funnier if he thought dressing was
better than undressing? Who cares, just shut up and look at the hot shirtless guy,
ladies (and gents).

The ad has been running on, appropriately, Bravo where it crosses the network's
demographics perfectly. Twitter responses have been decidedly positive.

A product of TBWA\CHIAT\DAY LA, the ad clearly owes something to Old Spice Guy
and is just the latest in a long line of campaigns, by everyone from Dairy Queen to
Edge shaving gel, to capture that certain "je ne sais wha?" absurdist grandeur that
Old Spice tapped into in 2010.

It has been nearly three years since Old Spice Guy became a household name, and
a case study campaign, and the final impact on Old Spice is still unknown. At first,
P&G reported a 107 per cent spike in sales. Then that increase was explained away
by heavy coupon use. The brand's image has experienced a significant lift, which is
what P&G certainly wanted.


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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

Even if the Old Spice Guy's sarcasm and insincerity molds itself into real, permanent
equity for the Old Spice brand, will the same Study Do Right approach work for other
brands? Men put Old Spice in sunshine-less places that could use a little
irreverence. Salad dressing goes in your mouth. But then, maybe post-modern
consumers are incapable of meaningful, emotional connections with brands
anymore, in which case, I'm on a horse.

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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

VIRAL Campaign and billboard images




Once you got Italian youll never go back, KRAFT, lets get zesty
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IMM Graduate School of Marketing
May 2014 Examination MC / MC201

Guy Candy Alert: Meet the Kraft Zesty Italian Hunk!
Posted 19 April 2013 on www.toofab.com
http://www.toofab.com/2013/04/19/kraft-zesty-italian-hunk-anderson-davis/.
[Accessed: 23 May 2013]
It seems like you can't turn on your TV (at least not Bravo, anyway) or go online
without seeing Anderson Davis' face (and body). The handsome star of Kraft's racy
"Let's Get Zesty" campaign has become a viral video sensation. But who is the
man beneath the perfect scruff and abs? toofab's Lawrence Yee caught up with
Anderson, where he talked about the campaign that has made him an overnight
sensation. Here's five facts you need to know about Anderson:
1. He doesn't go to the gym ... seriously. Anderson claims that it's been three
years since he's stepped inside a gym. Instead, he works out at home with two sets
of dumbbells and a bench ala Rocky Balboa.
2. He can actually cook. Anderson not only plays a sexy chef on TV, he's a decent
cook in real life too. His specialty? Chicken enchiladas. But he also loves burgers:
especially bleu cheese burgers. Of course, Anderson doesn't count calories like
many other fitness models. Guess he's just genetically blessed! However, he's not
super flexible. As demonstrated in one of the spots, Anderson "absolutely does not"
do the splits.
3. His family had mixed reactions to the ads. "My mom got a kick out of them,"
Anderson said. "She thinks they're really funny." However, one of his four sisters
feels her exposed brother is overexposed. "I am so sick of those ads," she told him.
"I can't go on the internet without seeing you!"
4. He almost ruined his perfect face. During the Kraft Zesty Italian shoot where he
pours salad dressing into a frying pan, things got a little too hot! "The pyrotech
almost got my eyebrows," he admitted.
5. He's flattered by fans of both sexes. Even though he addresses the ladies in his
commercials, he doesn't mind having male fans. "I don't mind," Anderson says. "If
someone is attracted to someone it is what it is. I enjoy entertaining in any way."


'Zest' Sells: Kraft Hires Hunk to Sell Salad Dressing. Known for typically
conservative advertising, Kraft makes a departure with latest campaign.