HADV100 1 Jan Jun2024 FA1 CCW V3 23012024 1

HIGHER EDUCATION PROGRAMMES
Academic Year 2024: January - June

Formative Assessment 1: Advertising 1 (HADV100-1)
NQF Level, Credits: 5, 16
Weighting: 40%
Assessment Type: Essay Questions
Educator: C. Watambgwa
Examiner: C. Watambgwa
Due date: 28 March 2024
Total: 100 Marks
Instructions:
• This paper consists of four (4) questions.

• It is based on units 1 – 4 (Chapters 1 – 6) of your prescribed textbook.
• All questions are compulsory.
• Your assessment must be typed using the following:
o Font: Arial
o Font size: 12
o Line spacing: 1.5
• A Copyleaks Report will be issued via ColCampus once the assignment is
submitted. Please ensure that you follow the correct steps when uploading your
assignment to ensure that the Copyleaks Report is correctly issued. You should
be working towards a similarity rating of 30% or less. Where a Copyleaks Cheat
Detection Report is issued, your submission will automatically be treated as if
you received a similarity rating in excess of 30%. Currently, no marks will be
deducted for a similarity rating that exceeds 30%.
1 HADV100-1-Jan-Jun2024- FA1-CCW-V3-23012024
The following Learning Outcomes are assessed in this assessment:
• Briefly discuss the concept of ethical advertising.

• Explain how the legal environment affects advertising, with specific reference
to the South African context.
• Outline the various tools in the marketing communication mix.
• Describe the role of persuasive communication with reference to marketing
communication and advertising.
• Outline the structure of an ad agency and highlight relevant roles and
responsibilities.
• Describe the agency-supplier relationship.
• Explain why confidentiality is crucial in an agency context.
2 HADV100-1-Jan-Jun2024-FA1-CCW-V3-23012024
Question 1: [30 Marks]
Read the excerpt below and answer ALL questions that follow. Questions 1 - 3
are based on the excerpt.
Ford South Africa has been ordered to withdraw or amend a fuel consumption claim
following a complaint by a customer to the Advertising Standards Authority of South
Africa (ASA). Claire Ben Haim complained with the ASA against Ford following her
use of a Ford Kuga 1.5 Ecoboost Ambiente. Haim said the vehicle’s advertising
stated that its fuel consumption was 7 litres per 100km. She said she was unable to
attain fuel consumption that compared with the claimed figure, and her “day-to-day
consumption was sitting at 15 litres/100km”.
“The best average she managed was 12 litres per 100km, even after taking the
vehicle on the open road as suggested by the sales representative,” said the ASA.
“Attempts to upgrade the software have lowered the daily average to 12.5 litres per
100km, which is still substantially more than advertised, and the respondent does not
offer any further assistance.”
Ford responds
Ford said it conforms to the Economic Commission for Europe standards for fuel
economy claims, which are “conducted and ratified independently for the sake of
standardised comparison”. Fuel consumption was open to variables that render it
“difficult to compare individual economy figures”. "Geographic and climatic
differences" have the "greatest practical impact", said Ford in its response. "Road
conditions and routes are factors in other cases, as well as individual driving styles."
Ford said. "Fuel consumption claims should be taken as an indication of a vehicle's
economy and not as a fixed figure obtained on every tankful". It said its marketing
brochures contain a notice detailing fuel consumption claims and the necessary
disclaimers.
ASA ruling
The ASA said Ford’s brochures provide a “wealth of information” about the vehicles it
sells – including information on fuel consumption stats – but that information does
not appear on the same page as the fuel consumption claim. There was also a
“strong likelihood that the average reader would not even notice the disclaimer
quoted”, said the ASA, adding that the consumption figure "provides no indication"
that there are conditions attached to it. The ASA upheld the complaint and ordered
Ford to withdraw or amend the claimed fuel consumption figure immediately.
Source: News24. 2016. Ford SA false fuel claims saga: More kuga owners respond,
Life. Available at: https://www.news24.com/life/ford-sa-false-fuel-claims-saga-more-
kuga-owners-respond-20160824. [Accessed: 14 January 2024].
Guided by the case study:

Discuss the advertising ethical issues arising from the Ford Case study. Your
discussion must focus on:
• The current ethical and regulatory controls on advertising in South Africa.
• Types of advertising ethical violations evident in the advertising by Ford South
Africa company.

There is a closer relationship between public relations and publicity.
Required:
2.1 Define publicity. (5 marks)
2.2 Outline the role of publicity within public relations while also explaining how their
objectives differ. (15 marks)
Find adverts in any newspaper, magazine or online, and categorise those that
execute fear and humour types of advertising appeal.
Required:
Provide a picture of each type of advertising appeal and comprehensively
substantiate each choice.

You are hired as a consultant at a newly established advertising agency in Cape
Town. The agency owner and chief executive officer (CEO), Shaun, informs you that
the agency requires expert assistance with establishing its working structure and
developing policy guidelines when dealing with clients. As part of your consultancy
tasks:
4.1 Advise Shaun of his roles and responsibilities in the agency. (5 marks)
4.2 Highlight the emerging complexities in agency-client relationships and strategies

to improve agency-client collaboration. (15 marks)
4.3 Explain why agency-client confidentiality is important. (5 marks)
[Total: 100 Marks]

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HIGHER EDUCATION PROGRAMMES

Academic Year 2024: January - June

• This paper consists of four (4) questions.

• Briefly discuss the concept of ethical advertising.

Guided by the case study:

Question 2: [20 Marks]

Question 4: [25 Marks]

4.2 Highlight the emerging complexities in agency-client relationships and strategies

4.3 Explain why agency-client confidentiality is important. (5 marks)

[Total: 100 Marks]

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