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)

1. a) What is meant by deliverability of a message position? What factors determine it deliverability? Explain each factor. (6 points)   b) An airline company’s executives are considering several different positioning ideas for the  launch of its new airline service. Some of the ideas that have been suggested include, “superior on-time arrival record”, “lowest fares in the marketplace”, and “friendly customer service”. How deliverable is each of these positioning statements for a new airline service entering a market which has several well established competitors? Please explain your reasoning. In your opinion which of these positioning statements may be most “deliverable” for the new airline? (8 points)

Which of the following statements provides a reason for why marketers may use emotional appeals that arouse positive emotions?

An advertiser who says that his product is the “best,” “greatest,” etc. is using _____, which is a(n) ______ form of advertising.

Warmth and fear are strategies that use emotions in advertising. What is a principle that is common to both of these strategies?

Which of the following is not an essential component of the deceptive advertising regulation by the FTC?

Which of the following is NOT likely to help in enhancing the persuasion power of an ad?

The mere exposure effect:

If Phillip wants to be successful (promoted quickly in his department) according to research by Luthans, he should spend most of his time on activities. 

Fredo, a manager at a consulting firm, feels he is an excellent judge of character.  He has lunch with the firm’s 10 new recruits and quickly concludes that they will be excellent employees. This conclusion on Fredo’s part seems to be the result of bias.