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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.
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. cause consumers to generate competing thoughts and connections.
b. cause consumers to recall bad memories from their childhood.
c. cause consumers to favor another brand over the one advertised.
d. cause consumers to think before they start feeling.
Answer
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