Exam 10: Creative Message Strategy

Product placements in movies, television shows and other forms of branded entertainment can bring about a transformation in the actual future consumption experiences.

Which of the following ads uses indirect comparison?

A slogan is a(n) linked to a brand in a memorable way.

A drawback of anxiety ads is that their effects cannot be measured.

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) 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?

Repetition is a tried-and-true way of:

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -(Scenario 10-4) In ad #3, marketers list a number of product benefits intended to persuade consumers to buy Adidas products.This is an example of:

In the case of low-involvement goods and services, the very first brand remembered is most likely to be the one purchased.

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) If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor, which of the following methods should Ford use?

Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences?

Which of the following is true about fear when it is used in an advertisement?

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -(Scenario 10-4) In ad #1, the company's name and logo are at the center of the advertisement.Apparently, marketers are trying to hammer the images into consumers' heads.Target likely created the ad based on which of the following accepted concepts concerning repetition?

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

A television commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills.They then run into the cool kitchen where the mother is waiting.The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." The mother whisks out a box from the freezer and hands out popsicles.The kids smile, and the mother tousles their hair.This is an example of a(n) .

The Grana Weightloss System advertises its exercise machines on late-night TV.Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand.In this scenario, the company is using .

Sex-appeal ads can be used to get attention, but not to create a brand image.

Commercials that show ordinary people being stopped on the street to comment on a product are employing a type of average-user testimonial.

Image ads tend to generate fewer consumer counterarguments when compared to other types of ads.

Scenario 10-3 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 green 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 is 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." This ad also 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 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -(Scenario 10-4) In ad #4, which type of ads are the marketers using to appeal to consumers?