- Name and describe the four rational selling premises that are used in strategic communications.
- To get attention, an ad must have stopping power. Thoroughly describe how ads achieve stopping power. Find an award winning print ad campaign that has stopping power and explain how the campaign achieved this icon status.
- For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios with a voice-over saying that cotton was the “fabric of our lives.” Although cotton has several advantages over other types of fabric, none of this information was conveyed in the advertising campaign. Did this campaign use a hard-sell or soft-sell strategy? How do you know? Although there were several executions of the cotton television commercials, they each included the words, “Cotton. The fabric of our lives.” What are these words known as? What purpose do they serve? Name and describe the message format approach that you think best describes the television commercial execution for this campaign.
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