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

question 79

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) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?

• A)As a feel-good ad, it was trying to increase brand recall.
• B)As a USP ad, it was trying to connect a specific characteristic with the brand.
• C)As a feel-good ad, it was trying to transform a consumption experience.
• D)As a USP ad, it was trying to increase brand recall.

Realize the importance of innovation and differentiation in achieving competitive advantage.

Grasp the concept of multi-sided markets and how businesses serve interconnected customer segments.

Understand the various revenue sources and financial management strategies utilized by nonprofit organizations.

Recognize legal and regulatory frameworks governing nonprofit financial management, including endowment management and accounting practices.

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Definitions:

Caring Behavior

Actions that demonstrate empathy, concern, and assistance towards others, often seen in healthcare and interpersonal relationships.

Human Respect

The acknowledgment and consideration of the value, dignity, and rights of individuals in all interactions and decisions.

Attentive Reassurance

The act of providing comfort and confidence through keen listening and empathetic communication, particularly in healthcare settings.

Nasogastric Tube

A medical tube that is inserted through the nose into the stomach for feeding or medication administration.