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Question
Scenario 10-1During tough economic times, many companies rely on the 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.
Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can:
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.
Answer
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