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

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

A) create competing thoughts and emotions.
B) cause consumers to recall great memories from their childhood.
C) cause the consumer to favor the brand over another.
D) cause the consumer not to think about bad memories.

Correct Answer:

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