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.

Analyze the role of attention and its selectivity in memory processing.

Describe the mechanisms behind memory errors, such as pseudoforgetting and tip-of-the-tongue phenomenon.

Understand the relationship between eyewitness confidence and accuracy.

Compare and contrast different theories and models of memory, including decay theory, interference theory, and the Atkinson-Shiffrin model.

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Definitions:

Honest

The quality of being fair and truthful; free of deceit.

Possible Harm

The potential for damage, injury, or adverse effects in a situation, necessitating caution or preventive measures.

Benefits of Research

The valuable outcomes of research activities, which may include advancements in knowledge, societal improvements, and technological progress.

Balance

The ability to maintain a controlled body position while performing a task, whether moving or stationary; also used metaphorically to describe equilibrium in various contexts.