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Exam 10: Creative Message Strategy

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Question 51

Multiple Choice

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Slice-of-life ads are typically produced when an advertiser wants to: 

A)  promote brand recall. 
B)  change behavior by inducing anxiety. 
C)  give the brand social meaning. 
D)  gain recognition through brand name repetition.

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Question 52

Multiple Choice

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Scenario 10-6 Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals. -(Scenario 10-6) Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping? 

A)  Testimonial ads 
B)  Slice-of-life ads 
C)  Humor ads 
D)  Slogans and jingles

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Question 53

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Scenario 10-2 National clothing retailer Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into Hollywood talent to help promote its brand. Actors Jaime Presley, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010) -(Scenario 10-2) Old Navy's newest advertisements,which feature comedic messages,are examples of: 

Unlike anxiety ads,ads that focus on social anxiety face danger in negative social judgment.

Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010) -(Scenario 10-5) Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in society,which of the following methods should the company consider? 

Repetition is a tried-and-true way of gaining easier retrieval of brand names from a consumer's memory.

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) Ads such as Taylor's try to: 

Which of the following ads uses indirect comparison? 

How and why does anxiety work to sell things? List at least five goods that are likely to be promoted using ads that attempt to change behavior by inducing anxiety,including both generalized anxiety as well as social anxiety.Also,list at least five services that might be promoted using anxiety tactics.

Comparison ads try to demonstrate a brand's ability to satisfy consumers by: 

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

It is important to consider the strategic implications of the various types of advertising.

For _____ advertising to work as planned,the consumer should be convinced through arguments that the advertised brand is the right choice.

The idea behind transformational ads is to make the consumption experience better.

An advertising strategy that centers on that an online user will see it many times.

Commercials that show ordinary people wearing a product are employing a type of average-user testimonial.

Which term refers to the mix of advertising and entertainment,the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP? 

Which of the following is a characteristic of feel-good ads? 

Compared to achieving a brand recall objective,achieving a persuasion objective typically requires more cognitive processing on the part of the consumer.

Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010) -(Scenario 10-5) If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer,which of the following advertising methods should Ford use?