NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.
A)fear
B)two-sided
C)refutational
D)comparative
E)humorous

Question

Quizplus · Accepted Answer

The use of a blue rabbit and Barbie and Ken in doctor costumes creates a humorous tone to the ads, which is likely to grab the audience's attention and make them remember the tagline. This approach is more likely to appeal to customers than fear, two-sided, refutational, or comparative appeals.

NYNEX Owned a Substantial Portion of the Yellow Pages Advertising