Scenario 10-2 Advertisers Have a Wide Choice of Objectives and Methods When

question 28

Multiple Choice

Scenario 10-2
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 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 are 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." The ad 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 10-2) 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.

---

Definitions:

Health Insurance

A form of insurance coverage that pays for an individual's medical and surgical expenses.

Defensive Medicine

Medical practices conducted by a physician to avoid malpractice litigation rather than to benefit the patient's health.

Tax Subsidies

Financial assistance from the government to reduce the cost of specific business activities or investments, often to promote certain policies or industries.

Marginal Cost

Represents the cost of producing one additional unit of a good or service, and varies depending on the level of production.