Scenario 10-3 Advertisers Have a Wide Choice of Objectives and Methods When

question 37

Multiple Choice

Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is.For example, both Taylor and Yamaha sell guitars.Both have created ads that have been recognized by the advertising industry as outstanding creative efforts.However, they have chosen different ways to use magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest.The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars.Only the top couple inches of a guitar featuring the Taylor logo is shown.While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor) .
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar.The headline reads, "To survive, you need four things: Food.Sex.Shelter.Guitars.Make that two things." This ad also features characteristics of several approaches to meeting message objectives.However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.
-(Scenario 10-3) The Taylor ad focuses on the time it takes to produce a quality guitar.Based on the functions and strengths of USP, the ad would not have been as effective if the:

• A)visual was less eye-appealing.
• B)copy attempted to address four or five desirable attributes.
• C)visual was a drawing rather than a photograph.
• D)copy focused on a different attribute, such as sound.

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Definitions:

Self-esteem

An individual's subjective evaluation of their own worth or personal value.

Spotlight Effect

The inclination to believe that others notice our behavior and looks more than they actually do.

Reciprocal Determinism

A theory in psychology that suggests that a person's behavior both influences and is influenced by personal factors and the social environment.

Narcissism

A personality trait characterized by an inflated sense of one's importance, a deep need for excessive attention and admiration, and a lack of empathy for others.