Exam 10: Creative Message Strategy

Which companies, noted in the text, have seen enormous success by reflecting social issues at various points in history, creating sophisticated ads, and becoming unofficial brands of the counter-culture?

Scenario 10-5 In 2007, Michigan-based Ford Motor Company fell from second to third in 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 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 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 environmentally friendly cars, a move it hopes will improve the brand's image throughout the world. So far, the 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 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

Repetition advertising is a(n) ____ game that at least increases the odds of a name being recognized, a product being remembered, and hopefully a sale being made.

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

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

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 encourage Target's customers to recall the store's name first when they decide to go shopping?

The transformational ad focuses on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.

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) What component of Target's advertising strategy defines its goals as an advertiser and how those goals will be achieved?

The risk taken with the ____ testimonial is that the person may some day experience a fall from grace or a damaged reputation, thereby bringing negative aspects to the brand.

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.

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) Old Navy's newest advertisements, which feature comedic messages, are examples of

One drawback of reason-why ads is that they offer a concrete list of arguments that consumers may enjoy disputing.

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

Which type of ads that are designed to persuade the consumer are most likely to actually confuse the consumer?

Humorous versions of advertisements often prove to be more persuasive than nonhumorous versions of the same ad.

It has been known for a long time that jingles and slogans are linked to a concept called ____, that is, people find them catchy and easy to repeat.

Point-of-purchase methods have the strategic advantage of inherent credibility based on the idea that "seeing is believing."

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 decide to run magazine ads with very few words, instead focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores.Target is attempting to use an efficient communication that sends a message at a glance, in the form of

Scenario 10-5 In 2007, Michigan-based Ford Motor Company fell from second to third in 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 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 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 environmentally friendly cars, a move it hopes will improve the brand's image throughout the world. So far, the 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 fourth largest in the world.("Ford Can Fiesta Again." The Economist, October 28, 2010) -(Scenario 10-5) If the objective of Ford is to show that its newest line of cars is superior to that of a strong competitor, which of the following methods would be used?

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):