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)Nearly everyone in advertising understands the powerful role emotions play in advertising,but emotions can also:
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.

Question

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)Nearly everyone in advertising understands the powerful role emotions play in advertising,but emotions can also: 
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.

Quizplus · Accepted Answer

Emotions can become a product attribute linked to the brand, which can help create stronger connections with consumers and differentiate the brand from competitors. However, emotions should not be the only tool used in advertising and should be used in combination with other persuasive techniques. Emotions can also be effective in repetition, slogans, and jingles, but they do not necessarily have to be a part of the product itself.

Scenario 10-1 During Tough Economic Times, Many Companies Rely on Memories of Memories