me: Scenario 11-3 Advertisers have a wide chice of odjectives and methods when creating an ad for a product, no mater 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 of achieving the objective of linking a key attribute (quality) to the brand name. 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 characteristies of several approaches to meeting message objectives. However, the headline seems to place it within the humor method of persuading consumers to prefer the brand. 16. (Scenario 11-3) Yamaha attempted to use humor in its advertisement. Research suggests that this method increases in effectiveness a. along with how funny the ad is judged to be by consumers. b. when the payoff of the joke is linked to the brand. c. when the humor is directed against a competitor. d. when appealing to children. 17. Which of following would NOT be considered an element of a creative plan? a. b. c. d. the product features to be emphasized the media chosen for transmitting the information the names of the creative team used to develop advertisements the mood or tone for the ad 18. The Maximizer is computer software that teaches salespeople to close sales quickly and efficiently. The headline to this ad is "It separates the closers from the losers." This headline cannot be considered fully successful if it does not a. close the sale for the software manufacturer. b. motivate readers to move on to other parts of the ad. c. restate the information found in the visual. d. convey all the information found in the rest of the ad. 19. Which of the following must be avoided when writing body for an advertisement? a. b. c. d. use of present tense use of singular nouns use of passive verbs use of words