In the Chicago Shopping section of the Chicago Tribune website, the following ads were listed:
1 . An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40 LCD television showing the company's name and bullseye logo on the screen.
2 . An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past. The ad offers a 15 coupon for use at participating FootLocker stores.
3 . An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel.
4 . An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.
In ad 4, which type of ads are the marketers using to appeal to consumers?
a. Social anxiety ads
b. Humor ads
c. Fear-appeal ads
d. Sex-appeal ads
Question 2
In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. Along with the new product line, the company must have a new brand image, said Plank. I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away.. The company has also removed all advertisements carrying the word apparel, and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall performance company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. To promote Under Armour's new brand image, the firm has launched large scale advertising in three different countries, making a minor change in the physical appearance of the ad by using a different actor from each country. This is an example of advertising.
a. international
b. global
c. cooperative
d. national
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