Author Question: Describe the Chaos Scenario? How does it relate to today's advertising ... (Read 64 times)

SO00 · **on:** Jun 29, 2018

Describe the Chaos Scenario? How does it relate to today's advertising efforts?

Question 2

Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called Signature Hardwoods and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction. What would a story construction technique ask these respondents to do?
a. Provide a narrative about people depicted in a scene or picture
b. Write a story about how they would use the product
c. Fill in blanks in sentences that describe the ad
d. Think visually about how they would represent their experiences with a brand

smrtceo · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

The concept of Chaos Scenario was proposed by Bob Garfield, of Advertising Age, in his prediction of a mass exodus by advertisers as they flee from traditional media. His idea is that advertisers will continually shift their advertising dollars away from traditional formats because of ongoing audience fragmentation as well as technology that allows for ad-avoidance. He predicts that those ad dollars instead will be spent on new media in a new advertising world that will not depend on 30-second television commercials or glossy magazine spreads. One repercussion will be seen in already- struggling networks that will get less funds to create quality programming, and will therefore lose even more audience members. The end result will be a rapid downward spiral of the old-fashioned media formats. It is impossible to say whether this mass exodus will actually happen, and traditional media will die; but there is already a shift in ad dollars from traditional media to new digital, mobile, and entertainment formats.

Answer to Question 2

a