Self-study
The advertising campaign for Roadwise auto insurance is notable for the variety of its commercials, which range from straightforward and informative to funny and offbeat. ████ ██ ███████ ██ ███ ███████████ ██████ █████ █████████ █████████ ██████ ███ ██████████ ██ ███████████ ██ █████ ██ █████████ █ █████ ████████ ████ █████ ██████ ████████████ ███ ██ ████ ████ ███████ ██ █ █████ █████████ █████ ██████████ ██ ████ █████████ ███ ██ ███████████████ ████████
Summarize Argument
The author concludes Roadwise auto insurance is smart to make commercials that are unusually varied in their tone. Why? Because people from many different demographics buy auto insurance.
Notable Assumptions
The author assumes it’s a good idea for Roadwise to make commercials that appeal across its base of potential customers, rather than target a particular demographic. This means assuming the benefits of a wide campaign outweigh any disadvantages caused by an inconsistent tone. It also means assuming that demographically different customers will be attracted to different styles of advertisements, that they won’t be turned off by that difference in tone, and that this diversity will help Roadwise either attract new customers or maintain its existing ones from various demographics.
26.
Which one of the following, ██ █████ ████ ███ ████ ███████ ███ ███ ██████████ ██ ███ █████████
a
Advertising campaigns designed ██ ██████ ███ ███████████ █████████ ██████ ██ █ █████ █████ ██ ██████ ████ █████████
If anything, this weakens the argument. It suggests Roadwise might appeal to more customers than it expects by tailoring its advertisements to just one demographic.
b
Consistent efforts to █████████ █ █████ ████████ ███ ████████ ███ ███████████ ███████ ████████ ███ █████████ ███████ ████████████
This weakens the argument. It implies Roadwise will suffer from poor interest and poor recognition since it isn’t consistently working to establish a brand identity.
c
Fewer people are ██████████ ██ ████ █████████ ███████████ ████ ██ ███████████ ███ █████ █████ ██ █████████
This is irrelevant. It doesn’t imply a company that makes diverse auto insurance commercials increases its chances of influencing potential customers.
d
Advertising campaigns that ██████ ███ ███████████ █████ ████████ ██████ ███ ███ ███ ████ ██ ███ ██████ ████████████
This supports Roadwise diversifying its advertisements. It suggests a diverse advertising campaign is less likely to turn off potential customers than a targeted one.
e
Efforts to influence █ ██████ ███████████ ██ ███ ███ ███ ████ ███ ███████ ██ ███ ███████████ ████████ █████ ██████
This implies Roadwise must ensure its advertisements have strong content, not that a diverse campaign is a good idea. It does not imply the reverse—that any advertisement campaign with good content will succeed in influencing its target demographic.