Exam 10: Creative Message Strategy

theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information.

Advertisers use feel-good advertising when all they want is for consumers to laugh.

An infomercial has the advantage of looking like an entertainment show, when it's really an ad.

Promoting brand recall is the simplest type of advertising.

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -(Scenario 10-4) Ad #2 features a statement from a satisfied consumer.The company hopes this customer's opinion of the product will persuade others to buy its shoes.The customer has given a(n):

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.

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?

In the past, research has suggested that advertisers should exert caution when attempting to use certain methods of advertising.List at least two of these methods and, for each method, describe two of the lessons that advertisers can learn from the research.

Social anxiety advertising utilizes the fact that people want to change their behavior after having worried about something.

Scenario 10-5 In 2007, the Michigan-based 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 auto-makers 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 toward the right direction.Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was 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 is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand.The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world.So far, these moves appear to be working-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 the society, which of the following methods should the company consider?

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

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) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand.Several methods might be used, but which of the following would be least effective in accomplishing this objective?

The theory behind transformational advertising is that it can actually improve the consumption experience.

Name and describe in detail the three primary methods of promoting brand recall.Give an example of each from familiar ads or commercials.Explain why brand recall is particularly relevant to the advertising of "low- involvement" goods and services.

An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?

One drawback of reason-why ads is that they have a potential for counter-arguments, which may ultimately convince the customer why not to buy the advertised brand.

Which of the following telecom companies would be likely to benefit from a direct comparison ad?

Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.

The concept of message strategy refers to both objectives and methods-what you want to do, and how you want to plan it.

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