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

question 80

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 Yamaha ad was trying to achieve?

Definitions:

Legislation

The creation and enactment of laws by a governing body or legislative authority.

Demographic Concerns

Issues related to the statistical characteristics of populations, such as aging populations or changing family structures, that can impact society and organizations.

Staffing Policies

Guidelines and decisions regarding the recruitment, selection, training, and development of staff within an organization.

Environmental Scanning

The process of gathering, analyzing, and using information about trends, events, and relationships in an organization's external environment.