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

question 54

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) Yamaha has created quite a witty ad.Research suggests that this method increases in effectiveness when the

• A)ad is judged as funny by consumers.
• B)ad is understood by both children and adults.
• C)humor is directed at an unsuspecting consumer.
• D)payoff of the joke is linked to the brand.

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Definitions:

Integrity

The quality of being honest and having strong moral principles, or the state of being whole and undivided.

NPO

An abbreviation from the Latin "nil per os", meaning nothing by mouth; a medical instruction indicating that a patient should not ingest food or fluids.

Pain Medication

Drugs designed specifically to relieve or reduce different types of pain.

Respect for Autonomy

is an ethical principle that acknowledges and honors an individual's right to make decisions and choices based on their own values and beliefs.