NYNEX Owned a Substantial Portion of the Yellow Pages Advertising

question 96

Multiple Choice

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.

• A)fear
• B)two-sided
• C)refutational
• D)comparative
• E)humorous

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