CASE STUDY
Bev, one of the owners of Liberty Loans, tasks Shane
with coming up with some ads to promote new loan products. It’s January and
things are a bit slow in the office. So, Bev figures maybe they can get some
people in the door with a snappy, low-tech ad campaign – something they could
have a kid paper his or her neighborhood with for a few bucks.
Shane recruits his co-worker Donna to
brainstorm some concepts for ads. Since they are starting this project in late
September, their main ad revolves around Halloween. Donna has just started
dabbling in graphic design, so the flyer is a good way to use what she knows so
far. She grabs some themed clip art and mocks up a flyer.
Shane likes what she has put together – ghosts,
spider webs, a witch riding her broom. Pretty standard stuff, but it will get
the point across. He suggests a banner across the top that says, “Don’t let the
foreclosure haunt you!” He also adds a drawing of a whoosh-type wake behind the
witch’s broom with the words, “Bad credit doesn’t scare us!”
Sure, the flyer won’t win any advertising
awards, but Shane and Donna are proud of it.
With the big creative hurdle out of the way, Shane
delegates the job of filling in the standard information to Donna. The rest of
the flyer is pretty standard stuff: interest rate quote, APR, company address, company’s
license number, and a cobwebbed Liberty Loans logo as a final touch.
Meanwhile, spurred on by his burst of ad-making
creativity, Shane decides to design some new business cards for himself. He
uses the Liberty Loans logo as a faded watermark across the front of the card,
with his name and the office address, phone number, and website address front
and center.
Donna brings his finished ad flyer to Shane for
approval. Shane looks it over and decides it looks great. He tells Donna to
take it down to make some color copies there in the office for immediate use. Shane
knows a few real estate agents with open houses coming up that could use the ad
right away.
Coupling the details of the above case study
with what you know about the Massachusetts state law from this section of the
course, what would you have done differently from Shane and/or Donna?
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