FOOT CREAM MINI CASE: Athlete's Aid Is a Foot Cream

question 61

Multiple Choice

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to prevent athlete's foot. This is an example of ________.

• A) deceptive advertising
• B) positive message framing
• C) corrective advertising
• D) comparative advertising
• E) negative message framing

---

Definitions:

Problem

A situation, question, or issue that presents difficulty or uncertainty and necessitates a solution or answer.

Insight

A deep understanding of a person or situation, often resulting in a clear and sometimes sudden discernment of a solution to a problem.

Fixation

An obsessive focus or attachment to certain behaviors, people, or developmental stages, often hindering emotional development.

Mental Set

A cognitive tendency to approach situations in a fixed way based on previous experiences, potentially inhibiting problem-solving.