Exam 10: Creative Message Strategy

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

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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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? 

A leading car company pays to have its cars prominently featured in an upcoming movie.The advertising method used here is called    .

An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts.He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts.He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts.Through such ads,he hopes to: 

An advertiser advertises exercise machines on late-night TV.Their advertisements are typically half-an-hour long and feature spokespeople as well as consumers and celebrities talking about their experiences with the brand.In this scenario,the company is using    .

Scenario 10-2 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 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 are 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." The ad 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 10-2)The Taylor ad focuses on the time it takes to produce a quality guitar.Based on the functions and strengths of USP,the ad would not have been as effective if the: 

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

__________help(s)explain how consumers rely on opinions or testimonials from people they consider similar to themselves,rather than on objective product information.

Social roles-e.g.,mother,father,romantic partner-and the consumer's inadequacies and worries about fulfilling them are used in selling products.

Jingles and slogans are linked to a concept called ______, that is,they encourage repetition because they are catchy or prone to being repeated.

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

Feel-good ads sometimes focus on positive feelings,in order to associate those positive feelings with the advertised brand.

The main objective of USPs is to link the key attribute(s)to the: 

The concept of message strategy refers to objectives,not methods-what you want to do,not how you want to plan it.

Advertisements that use the USP concept link the brand name with its unique selling proposition.

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: 1. An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bull's-eye" logo on the screen. 2. An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer states, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $19 coupon for use at participating Foot Locker stores. 3. An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball, and golf apparel." 4. An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans. (ChicagoTribune.com, October 26, 2010)  -(Scenario 10-4)In ad #4,which type of ad are the marketers using to appeal to consumers? 

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

In a successful humor ad,the joke or payoff: 

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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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? 

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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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 intends to air its comedic advertisements of popular products primarily on its website and various social media outlets.The company believes that because consumers spend so many hours using these forms of media,their ads will be seen frequently by consumers.Through this strategy,Old Navy is using: