Scenario 10-2 Advertisers Have a Wide Choice of Objectives and Methods When

Scenario 10-2
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 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 are 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." The ad 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 10-2) 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.

Correct Answer:

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