Question

Imagine you are writing an ad slogan for a new type of breakfast cereal using the media technique of association. In order for the slogan to be effective, it should
invoke good memories of the past and provide a good explanation of the cereal’s content.
associate the cereal with something good and create positive feelings about the cereal.
build up the consumer’s self-esteem and validate that it is better than the competition.
review the contents of the cereal and convince consumers that the cereal is healthy.

Answer 1

Correct choice: 2.

Explanation:
- 2 ("associate the cereal with something good and create positive feelings about the cereal") is the essence of the association technique — linking the product to pleasant images, emotions, or values so consumers form a favorable emotional connection.
- 1 and 4 (invoking memories/explaining contents; reviewing contents/convincing it’s healthy) are factual/informational tactics — useful, but not what “association” primarily does.
- 3 (building self‑esteem and proving it’s better than competitors) leans toward aspirational positioning or comparative claims; association can create aspiration but doesn’t inherently validate superiority.