Exam 10: Creative Message Strategy

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 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?

Advertisers don't just want their brand to be remembered.At the very least, they want their brand to make it onto a short list of products that come to mind when the main category is suggested.What concept does this involve?

A creative team is attempting to define a brand image by creating several image ads.It will most likely rely heavily on ____, since they allow for instant communication, clear differentiation, and universal recognition.

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex-appeal message is successfully used.This occurs because the

According to the text, some research has indicated that ____ is the single most common response that people have to ads.

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

A TV 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 mom is waiting.The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." Mom whisks out a box from the freezer and hands out popsicles.Kids smile.Mom tousles their hair.This is an example of a(n) ____ ad that attempts to ____.

A firm sells a medical-alert device that elderly people wear around their necks.If they fall or find themselves in an emergency situation, they can just press the button to signal an emergency crew.The company decides to create a fear-appeal ad for the device.A potential downside of this strategy is that

An advertorial is an ad that is designed to look just like a newspaper article.

Comparison ads are almost never used by ____, but are almost always generated by ____.

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 strongly believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This can be defined as

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" The text clearly makes the point that if someone is asking which product is behind an ad, it

When compared to fear, anxiety

Scenario 10-1 During tough economic times, many companies rely on 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) Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can

Very simple strategies centering on _____ are popular on the Internet, where a familiar name is merely placed in so many locations that an online user will see it over and over again.

There is evidence that as the media environment gets more cluttered, feeling-based ads may actually do better than thought-based ads.

"The night-time, sniffling, sneezing, coughing, aching, stuffy-head, fever, so-you-can-rest medicine" is an example of point-of purchase advertising.

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling them, are often used in selling products.

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 Yamaha ad was trying to achieve?