Deck 10: Creative Message Strategy

Question 1

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

Answer 1

True

Question 2

In the case of low-involvement goods and services, the very first brand remembered is most likely to be the one purchased.

Answer 2

True

Question 3

Sex-appeal ads can be used to get attention, but not to create a brand image.

Answer 3

False

Question 4

There is evidence that feeling-based ads can do better than thought-based ads in the more cluttered media environment.

Question 5

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

Question 6

One drawback of reason-why ads is that they have a potential for counter-arguments, which may ultimately convince the customer why not to buy the advertised brand.

Question 7

Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it.

Question 8

Humorous versions of advertisements usually prove to be more persuasive than non-humorous versions of the same ad.

Question 9

For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand.

Question 10

An infomercial has the advantage of looking like an entertainment show, when it's really an ad.

Question 11

Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations.

Question 12

Promoting brand recall is the simplest type of advertising.

Question 13

The concept of message strategy refers to both objectives and methods-what you want to do, and how you want
to plan it.

Question 14

When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration.

Question 15

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

Question 16

Advertisements that use the USP concept link the brand name with the removal of fear or anxiety.

Question 17

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

Question 18

Advertisers promote brand recall through repetition and memory aids.

Question 19

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

Question 20

A slogan used for advertising provides rehearsal-it encourages repetition because it is catchy.

Question 21

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

Question 22

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

A)unique selling proposition.
B)transformational advertising.
C)social branding.
D)message strategy.

Question 23

Image advertising prefers the use of text over visual elements.

Question 24

Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand.

Question 25

Social anxiety advertising utilizes the fact that people want to change their behavior after having worried about something.

Question 26

Image ads tend to generate fewer consumer counterarguments when compared to other types of ads.

Question 27

Unlike anxiety ads, ads that focus on social anxiety do not elicit any ethical concerns.

Question 28

The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

A)evoked set
B)point-of-purchase
C)top of mind
D)direct response

Question 29

The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the .

A)intersection set
B)product line extension
C)evoked set
D)brand extension

Question 30

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

Question 31

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

A)visual image
B)linguistic device
C)emotional meaning
D)tactile sensation

Question 32

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

Question 33

A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

Question 34

A criticism of social anxiety ads is that historically they have ignored an entire population-namely, women.

Question 35

Product placements in movies, television shows and other forms of branded entertainment can bring about a transformation in the actual future consumption experiences.

Question 36

A drawback of anxiety ads is that their effects cannot be measured.

Question 37

An advertising strategy that centers on that an online user will see it many times.

A)transformation
B)image
C)demonstration
D)repetition involves merely placing a familiar brand name in so many locations

Question 38

Repetition is a tried-and-true way of:

A)posing one or more logical arguments to an engaged consumer.
B)gaining easier retrieval of brand names from consumer's memory.
C)demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands.
D)leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.

Question 39

Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.

Question 40

Fear-appeal ads can be successfully used in almost all product categories.

Question 41

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

A)more focus groups and communication tests are ordered.
B)the ad produces enough "heat."
C)they emphasize how one looks, feels, and smells.
D)the context is appropriate.

Question 42

When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n) ad.

A)transformational
B)testimonial
C)feel-good
D)image

Question 43

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

A)product placement
B)an infomercial
C)an advertorial
D)social disruption

Question 44

Jingles and slogans are linked to a concept called or prone to being repeated.

A)rehearsal
B)periodicity
C)looping _{d. isochronism}
, that is, they encourage repetition because they are catchy

Question 45

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:

A)acting as expert spokespeople.
B)lending celebrity credibility.
C)providing real-life demonstrations.
D)delivering average-user testimonials.

Question 46

theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information.

A)Equity
B)Reference group
C)Maslow's
D)Brand loyalty

Question 47

Which of the following is a characteristic of feel-good ads?

A)They work through affective association or predecision distortion.
B)They have the advantage of looking like an entertainment show.
C)They create and then offer solutions for feelings of anxiety.
D)They have significant legal/regulatory exposure.

Question 48

Which of the following ads uses indirect comparison?

A)EZTalk offers you four times the performance of other leading brands.
B)Refresh toothpaste gives you all-day protection against germs.
C)The Palazzo offers better mileage for half the price of a Gordano.
D)Buying Verity results in immense savings over the long term.

Question 49

Comparison ads try to demonstrate a brand's ability to satisfy consumers by:

A)showing the brand name more often to the consumers.
B)weighing its features against those of competitive brands.
C)linking the brand name to something memorable for the consumers.
D)making the consumers associate positive feelings with the advertised brand.

Question 50

Which of the following telecom companies would be likely to benefit from a direct comparison ad?

A)GBL Inc, a company known for its pioneering designs
B)Unix Inc., the company with the largest market share
C)Myrna Technologies, an established leader in the market
D)Newtel, a small company that has just entered the market

Question 51

Which of the following is true about fear when it is used in an advertisement?

A)Fear will get a consumer to pay attention but will rarely get a consumer to take action.
B)Fear is best used at very low or almost unrecognizable levels.
C)Fear works best when the consumer doesn't think about the ad too much.
D)Fear can work when it's believable and the ad shows a clear way out.

Question 52

A hard-sell ad is most likely to create a(n) in potential consumers.

A)emotional connection
B)sense of urgency
C)feeling of social anxiety
D)sense of superiority

Question 53

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)A feel-good message
B)A testimonial
C)A demonstration
D)A hard-sell message

Question 54

In the relationship between thought and feelings, feelings are:

A)less powerful than thoughts.
B)expressed in a more primitive way than thoughts.
C)generated from the same system as thoughts.
D)slower than thoughts.

Question 55

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?" From this scenario, it is clear that the ad about which the friends were talking:

A)is not a persuasive ad.
B)has used a feel-good approach.
C)generates affective brand-consumer association.
D)is not really a funny ad.

Question 56

The main objective of hard-sell messages is to:

A)create a sense of urgency so that consumers will act quickly.
B)highlight a consumers inadequacy within the context of a social role.
C)create in the consumer a pleasant and memorable association with the brand.
D)highlight the risk of harm or negative consequences of not using the advertised brand.

Question 57

An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.

A)a child
B)a dentist
C)a popular cartoon character
D)a famous sportsperson

Question 58

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

A)right model is chosen.
B)product is appropriate.
C)image approach is used.
D)brand is bought for emotional reasons.

Question 59

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one:

A)is funnier.
B)can be run more often.
C)is linked to the product.
D)puts down the competition.

Question 60

The Grana Weightloss System advertises its exercise machines on late-night TV.Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand.In this scenario, the company is using .

A)advertorials
B)infomercials
C)point-of-purchase advertising
D)transformational advertising

Question 61

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

A)promote brand recall.
B)change behavior by inducing anxiety.
C)give the brand social meaning.
D)gain recognition through brand name repetition.

Question 62

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:

A)light-fantasy ads.
B)slice-of-life ads.
C)transformational ads.
D)humor ads.

Question 63

Scenario 10-1
During tough economic times, many companies rely on the 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?

A)Reason-why ads
B)Slice-of-life ads
C)Testimonials
D)Social anxiety ads

Question 64

Scenario 10-1
During tough economic times, many companies rely on the 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?

A)Demonstration ads
B)Reason-why ads
C)Comparison ads
D)Feel-good ads

Question 65

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) Yamaha has created a witty ad.This method is effective only when the:

A)ad is judged as funny by consumers.
B)ad is understood by both children and adults.
C)humor is directed at an unsuspecting consumer.
D)humor is linked directly to the brand.

Question 66

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

A)Procter & Gamble approach
B)Populist consumption
C)Consumer integration
D)Madison & Vine approach

Question 67

A television 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 the mother is waiting.The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." The mother whisks out a box from the freezer and hands out popsicles.The kids smile, and the mother tousles their hair.This is an example of a(n) .

A)transformational ad that attempts to change the consumption experience
B)image ad that attempts to define a brand image
C)slice-of-life ad that attempts to situate a brand socially
D)demonstration ad that attempts to persuade the consumer

Question 68

Scenario 10-1
During tough economic times, many companies rely on the 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 most effective when time is an insignificant element in achieving an objective.As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase?

A)Slice-of-life
B)Fear appeal
C)Hard-sell
D)Anxiety

Question 69

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:

A)visual was less eye-appealing.
B)copy attempted to address four or five desirable attributes.
C)visual was a drawing rather than a photograph.
D)copy focused on a different attribute, such as sound.

Question 70

Scenario 10-1
During tough economic times, many companies rely on the 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:

A)cause consumers to generate competing thoughts and connections.
B)cause consumers to recall bad memories from their childhood.
C)cause consumers to favor another brand over the one advertised.
D)cause consumers to think before they start feeling.

Question 71

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) Ads such as Taylor's try to:

A)link special attributes to a brand, either explicitly or implicitly.
B)place brands in socially desirable environments.
C)use comparisons to other brands to create an image.
D)engage the consumer on a high cognitive level.

Question 72

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 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 the consumers.Through this strategy, Old Navy is using:

A)product placement.
B)repetition.
C)infomercials.
D)testimonials.

Question 73

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 believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:

A)brand recall.
B)advertisement remembrance.
C)strong memory.
D)display memory.

Question 74

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?

A)As a humor ad, the Yamaha ad was trying to invoke a direct response.
B)As a feel-good ad, the Yamaha ad was trying to create social meaning.
C)As a feel-good ad, the Yamaha ad was trying to transform a consumption experience.
D)As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

Question 75

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?

A)As a feel-good ad, it was trying to increase brand recall.
B)As a USP ad, it was trying to connect a specific characteristic with the brand.
C)As a feel-good ad, it was trying to transform a consumption experience.
D)As a USP ad, it was trying to increase brand recall.

Question 76

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

A)Social/cultural movement
B)Image
C)Transformational
D)Product placement

Question 77

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:

A)establish the resorts in a social or cultural setting.
B)transform the experience of actually visiting the resorts.
C)make customers recall the name of the resorts.
D)create a brand image for the resorts.

Question 78

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:

A)transformational advertising.
B)top-of-mind advertising.
C)a unique selling proposition.
D)point-of-purchase branding.

Question 79

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

A)It associates the brand with pleasant events.
B)It is a rare advertisement strategy.
C)Only conservative brands risk using this strategy.
D)All brands that use this strategy get assured success.

Question 80

Scenario 10-1
During tough economic times, many companies rely on the 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:

A)be the only tool available when the objective is to persuade the consumer.
B)become a product attribute linked to the brand
C)be an excellent tool for use in repetition, slogans and jingles.
D)never become part of the product.