The specifc case study questions posted by the student were:

1. Your company has decided to become the American producer of Chocomel, a Dutch soda that tastes like chocolate mousse. It is made from partially creamed milk, sugar, cocoa, and stabilizers. The price for one glass bottle will be $1.09. You are responsible for developing several advertisements for Chocomel. Name five common advertising appeals. For each appeal, give an example of a Chocomel advertisement message using that appeal.

The solution for this part includes defining the target appeals of fear, humor, rational, sex and bandwagon. By using the example product Chocomel, advertising examples targeting each appeal is provided. There is also a reference supporting the five common types of appeals.

2. Eighty percent of all pregnant women suffer from morning sickness. In a large majority of women, the morning sickness is alleviated by ginger. Your company has developed Gin-Gins, an all-natural hard candy made from real ginger. You are responsible for developing advertisements for Gin-Gins. Name six common advertising executional styles. Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

How an advertising message is delivered depends on the target audience. The executional styles include lifestyle, fantasy, mood or image, musical, testimonial and scientific evidence. The solution provides a reference in support of defining these styles; while also providing a marketing example using the product Gin-Gins.