Exam 10: Creative Message Strategy

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) Unique Selling Proposition ads, such as Taylor's, try to

Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.

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) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?

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

How, and why, does anxiety work to sell things? Compile a list of 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.Then make a list of services that might be promoted using anxiety tactics.

Humor ads are used most often to

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

Advertisers have found that when a category is suggested, the very first brand remembered is often the one purchased.

One of the most effective types of advertising around involves messages that want you to change your behavior after worrying about something.

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

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

As noted in the text, Tom Reichert, a professor at the University of Georgia, attempted to summarize the traditional wisdom in the world of advertising by saying that the use of sex

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) Assuming that Ford's intent behind promoting the use of environmentally friendly vehicles is to appeal to a broad social movement, which of the following methods should the company consider?

Some people assume a brand is the most popular, even superior, based on the fact that they happen to think of it first when the category is mentioned.So the ____ brand may be seen as the leading brand, even when it isn't.

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) In addition to promoting environmentally 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 automaker. Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this type of method?

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?

A big advantage of sex-appeal ads is that they get lots of attention.

The value of the testimonial lies in the _____ behind the presentation of a brand's attributes.

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?

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