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Question
Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.
("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)
When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of:
a. transformational advertising.
b. top-of-mind advertising.
c. a unique selling proposition.
d. point-of-purchase branding.
Answer
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