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

question 81

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) Unique Selling Proposition ads, such as Taylor's, try to

• A)link attributes to a brand, either explicitly or implicitly.
• B)place brands in socially desirable environments.
• C)use comparisons to other brands to create an image.
• D)engage the consumer on a high cognitive level.

Define and set account objectives and sales quotas.

Grasp the concept and application of multivariable account segmentation.

Comprehend the rationale behind assigning salespersons to specific accounts or territories.

Apply the 80/20 principle to sales strategy and account management.

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Definitions:

Sprain

An injury to a ligament caused by tearing or stretching beyond its capacity, often occurring in ankles, knees, or wrists.

Hot Compresses

Therapeutic applications of warmth to body parts using a cloth soaked in hot water or a heating pad to relieve pain or discomfort.

Open Wound

A type of injury where the skin is torn, pierced, or cut, leading to an exposed underlying tissue and possibly an increased risk of infection and bleeding.

Ice Pack

A plastic bag filled with ice or gel that can be applied to different parts of the body to reduce swelling and alleviate pain.