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

question 37

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 Yamaha ad was trying to achieve? 

• A) As a humor ad, the Yamaha ad was trying to invoke a direct response. 
• B) As a feel-good ad, the Yamaha ad was trying to create social meaning. 
• C) As a feel-good ad, the Yamaha ad was trying to transform a consumption experience. 
• D) As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

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Definitions:

Flow Measure

A metric that quantifies the movement or transfer of resources, goods, services, or financial assets over a specific period of time.

Standard Of Living

A measure of the wealth, comfort, material goods, and necessities available to a certain socioeconomic class or geographic area.

Impossibility Theorem

A principle, often associated with Arrow's impossibility theorem, indicating that no voting system can convert the ranked preferences of individuals into a community-wide ranking while also meeting a set of reasonable criteria.

Individual Preferences

The specific likes, dislikes, desires, and priorities that guide an individual's choices or decisions.