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Contemporary Advertising
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[1] Why do most people prefer Coca-Cola to some other cola? 1 Why do some people prefer Calvin Klein underwear to some other unadvertised brand? Are the advertised products functionally better? 2 Not necessarily. But, in the mind of the consumer, advertising has given these brands added value3.

[2] In the mid-1960s, a famous psychologist named Ernest Dichter asserted that a product’s image, created in part by advertising and promotion, is an inherent feature of the product itself1. Subsequent studies showed that while an ad may not address a product’s quality directly, the positive image conveyed by advertising may imply quality2. Moreover, by simply making the product better known, advertising can make the product more desirable to the consumer3. In these ways, advertising adds value to the brand4. That’s why people pay more for Bufferin than an unadvertised brand displayed right next to it—even though all buffered aspirin, by law, is functionally the same5.

[3]Advertising also adds value to a brand by educating customers about new uses for a product1. Kleenex was originally advertised as a makeup remover, later as a disposable handkerchief2. AT&T first promoted the telephone as a necessity and later as a convenience3.

[from Arens, Contemporary Advertising, 9E, p. 59]

1

Advertising makes some products better than others at what they do .
A)True
B)False
2

Advertising makes some products sell better than other, similar products.
A)True
B)False
3

Ernest Dichter was an advertiser who created products’ “image.”
A)True
B)False
4

A product’s “image” is directly connected to its quality.
A)True
B)False
5

Advertising gives products “added value” (paragraph 1, sentence 5) by
A)creating a positive image for them
B)raising their price
C)making them better quality
D)convincing consumers to buy more than one
6

Which of the following is not an example of a positive image conveyed by advertising?
A)Pepsi’s connection with pop music stars
B)Nike’s connection with Olympic athletes
C)Spinach’s connection with Popeye
D)Revlon’s connection with famous models
7

Which of the following is not a way in which advertising helps sell products?
A)by creating a positive image
B)by improving a product’s quality
C)by making products better known
D)by telling consumers about new uses for the product
8

Which of the following would make the best title for the passage?
A)Advertising and Added Value
B)Dichter’s Dictum
C)Product Image
D)Buyers Beware





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