Some Years Ago,Tambrands,Inc

question 66

Multiple Choice

Some years ago,Tambrands,Inc. ,the beleaguered market leader of the $680 million tampon industry,tried to revive its sagging market share by targeting arch-rival Playtex Products,Inc.Part of its strategy was to brag about the superiority of the cardboard applicators in its new Satin Touch product and to air audacious commercials in which it compared its product directly to Playtex's plastic applicators.The ad campaign cost an estimated $12 million;though modest,it was the most Tambrands had ever spent on a new product.
Tambrands's original television commercials for Satin Touch featured a young woman wrinkling her nose and saying,"Plastic,who needs it?" The ad stressed that unlike plastic,cardboard is "flushable and biodegradable" and suggested that it's more environmentally correct.Tambrands supported the campaign with a print ad and coupon for a free sample that carried the slogan,"A free offer isn't the only reason to give up plastic."
-Refer to Tambrands,Inc.The Satin Touch advertising campaign is based on which type of advertising appeal?

• A)profit motive
• B)fear
• C)convenience
• D)admiration

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Definitions:

Real-world Events

Occurrences or situations that take place in the actual environment, outside of controlled or artificial settings.

External Validity

Extent to which a study’s results can be generalized to phenomena in real life.

Generalized

A term often used in medical or psychological contexts to describe conditions, symptoms, or effects that are widespread or not limited to a specific body part or area of concern.

Real-life Phenomena

Events, situations, or experiences that occur in the natural world, as opposed to those created or simulated in controlled environments.