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Scenario 8-1 The Blanding Agency Is an Agency That Specializes in Developing

question 33

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Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
-(Scenario 8-1) The Blanding account manager told Mr. Lindgren that the reason the slogan was chosen is that "Before you can be believed you have to be liked". Which of the following best describes the creative role of the advertising slogan for Brown's Show Fit?

Definitions:

Nausea

An unpleasant sensation in the stomach associated with the urge to vomit, often a symptom of various conditions.

Sexually Transmitted Infection

An infection transmitted through sexual contact, caused by bacteria, viruses, or parasites.

Male Condom

A barrier form of contraception worn on the penis during sexual intercourse to prevent semen from entering the partner's body.

Tubal Ligation

A surgical procedure for female sterilization that involves severing and tying the fallopian tubes.