Question 1

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

Accepted Answer

Emotions can become a product attribute linked to the brand, as seen in PepsiCo's use of nostalgia in their ad campaign to generate positive feelings towards their company.

Question 2

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

Accepted Answer

The display in the Old Navy store is an example of point-of-purchase branding, as it is strategically placed at the point of purchase to increase sales and promote brand recognition.

Question 3

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?

Accepted Answer

The Yamaha ad was trying to create a pleasant association with the brand by using the humor method to persuade consumers to prefer the brand. The headline and visual work together to make the ad memorable and likable, which can lead to positive attitudes towards the brand.

Question 4

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 ____.

Accepted Answer

This is a slice-of-life ad as it portrays a relatable scenario with the aim of situating the brand (popsicles) socially as a refreshing and enjoyable treat for kids on a hot day.

Question 5

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

Accepted Answer

Transformational advertising is the most sophisticated type of advertising that can powerfully weave ad images with real-life experiences. It aims to create a deep emotional connection with the audience, making them feel transformed or elevated in some way. It's difficult to pull off because it requires a strong storytelling skill and a thorough understanding of the target audience.

Question 6

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 intends to air its comedic advertisements 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 over and over again. Repeated exposure to a particular advertisement is called

Accepted Answer

The repeated exposure to a particular advertisement is called repetition. This strategy aims to increase brand recall and recognition among consumers.

Question 7

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

Accepted Answer

The scenario specifically mentions that the campaign features comedic messages, which falls under the category of humorous ads.

Question 8

An advertiser of a line of luxury resorts wants to use a complex message strategy that fosters certain moods and emotions, so realistic and powerful that they actually become part of the interaction and create new memories about the brand.In this advertisement, the objective will be to

Accepted Answer

The objective of using a complex message strategy that fosters certain moods and emotions is to transform the experience of using the product. The goal is to create new memories about the brand, which means that the focus is on changing how the consumer perceives and experiences the product. The other options - establishing the product in a social or cultural setting, recalling the product name, and creating an image for the product - are not the primary objectives of this particular strategy.

Question 9

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

Accepted Answer

Slice-of-life ads are designed to give the brand social meaning by depicting everyday situations where the product is used, making it relatable to the audience.

Question 10

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?

Accepted Answer

The Taylor ad was most closely using the USP method to connect the key attribute of quality with the brand name of Taylor.

Question 11

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

Accepted Answer

The term "Madison & Vine" refers to the mix of advertising and entertainment, and covers the increasingly broad spectrum of integrated ads and nontraditional IBP (Integrated Brand Promotion). It specifically refers to the intersection of Madison Avenue (the traditional hub of advertising) and Vine Street (the historic hub of the entertainment industry), highlighting the convergence of these two industries in the modern era of advertising and media.

Question 12

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?

Accepted Answer

Slice-of-life ads would be the best choice for PepsiCo to depict an ideal usage situation for its brand. This type of advertising shows consumers how the product fits seamlessly into their everyday lives, portraying a realistic and relatable scenario. This type of advertisement would communicate the message that PepsiCo's products are not only enjoyable but also a natural part of consumers' daily routines. It could help create a sense of comfort and familiarity, which would align well with PepsiCo's efforts to tap into nostalgia and generate positive emotions associated with happy memories from the past.

Question 13

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) 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

Accepted Answer

The USP (Unique Selling Proposition) method is most effective when it focuses on a single, strong attribute. Addressing multiple attributes would dilute the message and reduce the ad's effectiveness.

Question 14

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

Accepted Answer

Repeated exposure to a stimulus in advertising is aimed at increasing recall, which is the ability of consumers to remember the advertisement or brand when prompted.

Question 15

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?

Accepted Answer

PepsiCo's throwback commercials are intended to generate feelings of happiness and nostalgia, making them feel-good ads.

Question 16

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?

Accepted Answer

The text mentions Marlboro and Virginia Slims as examples of companies that have reflected social issues, created sophisticated ads, and became unofficial brands of the counter-culture. Pepsi is also mentioned as having done this to some extent. The other companies mentioned in the answer choices do not fit the criteria described in the question.

Question 17

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) Emotional appeals in advertising are usually most effective when time is an insignificant element in achieving an objective. Which method is most appropriate when the goal involves creating a sense of urgency to purchase?

Accepted Answer

The hard-sell approach is most appropriate for creating a sense of urgency to purchase, as it often includes direct and forceful messaging that encourages immediate action.

Question 18

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

Accepted Answer

The Taylor ad links a key attribute (quality) to the brand name (Taylor), which is the main characteristic of the Unique Selling Proposition (USP) method.

Question 19

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.

Accepted Answer

Visuals are crucial in defining a brand image as they provide instant communication, clear differentiation, and universal recognition, making them a powerful tool in advertising.

Question 20

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) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can

Accepted Answer

Feel-good ads have the potential to create competing thoughts and emotions for consumers. While the ad may remind them of something positive from the past, it may not necessarily align with their current needs or wants. Additionally, if the ad does not resonate with the consumer's personal experiences, it may not elicit the desired response from the consumer.

Quiz 10: Creative Message Strategy