2. Chrysler is planning an ad campaign for their new line of…
2. Chrysler is planning an ad campaign for their new line of hybrid cars in the American market which are positioned on their environmental friendliness. The communication objectives, construed broadly, are awareness and memory for benefits. a) The product team is considering using a humor-based execution. You have been asked for your input to help draft a copy platform to share with the ad agency. Please describe at least two important guidelines relating to the inclusion of humor in this ad campaign that you would clearly specify to the creative team. Please be very specific in your recommendations and provide your rationale for each recommendation. (4 points) b) Do you think Chrysler should use the same message as well as creative strategy for the Philippines market? Why or why not? Please justify your response. (i) Message strategy (4 points) (ii) Creative strategy (4 points)