Exam 10: Creative Message Strategy

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 some Hollywood talent to help promote its brand.Actors Jaime Pressly, 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) It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:

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

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

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) In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world.The company is utilizing the phrase, "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker.Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method?

The component of advertising that defines the goals of an advertiser and how those goals will be achieved is known as:

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 some Hollywood talent to help promote its brand.Actors Jaime Pressly, 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) When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements.The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad.The display is an example of:

There is evidence that feeling-based ads can do better than thought-based ads in the more cluttered media environment.

The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

In the context of advertising, which of the following is true of leveraging social disruption and cultural contradictions?

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 should Target do in order to place its brand name more permanently in the affluent customers' memories?

A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both:

Scenario 10-1 During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products.Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010.The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades.The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future. -(Scenario 10-1) Which type of ads do PepsiCo's throwback commercials represent?

Image advertising prefers the use of text over visual elements.

Humorous versions of advertisements usually prove to be more persuasive than non-humorous versions of the same ad.

A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

What is message strategy? How is it used in advertising and promotion?

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

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

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) Ford is using a number of catchy songs in its advertisements.One advantage of using jingles in advertising is: