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

question 55

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) The Taylor ad focuses on the time it takes to produce a quality guitar.Based on the functions and strengths of USP, the ad would not have been as effective if the

• A)visual was more eye-appealing.
• B)copy attempted to address four or five desirable attributes.
• C)visual was a drawing rather than a photograph.
• D)copy focused on a different attribute, such as sound.

---

Definitions:

Memory Loss

The phenomenon where a person experiences inability to remember information or events that should normally be accessible.

New Memories

Cognitive processes involved in storing, retaining, and recalling information experienced or learned.

Patient "H.M."

A famous case study in neuropsychology involving Henry Molaison, who lost the ability to form new long-term memories after surgery to treat epilepsy.

PET Scans

A type of imaging test that helps reveal how your tissues and organs are functioning, using a radioactive drug to show activity.