1. Which type of ads do PepsiCo's throwback commercials represent?

Demonstration ads

Reason-why ads

Comparison ads

Feel-good ads

2. Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve?

As a humor ad, the Yamaha ad was trying to invoke a direct response.

As a feel-good ad, the Yamaha ad was trying to create social meaning.

As a feel-good ad, the Yamaha ad was trying to transform a consumption experience.

As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

3. When considering the ‘feasible price range’ for a new product, which of the following is true?

A. The price should always be set equal to the true economic value of the product

B. The gap between the price and the perceived value is the ‘customer surplus’

C. None of the above

D. Price can never be set below the variable cost per unit

E. The gap between the price and the variable cost per unit is the ‘customer surplus’

F. The total cost per unit represents the “floor” of the feasible price range

G. The total economic value represents the “ceiling” of the feasible price range