Reference no: EM133378301

Question 1.

____ is defined as any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor

Advertising

The promotional mix

Personal selling

Public relations

Question 2.

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots and broccoli." Which type of ad execution is being used in this example?

Slice-of-life

Scientific/technical evidence

Testimonial

A dramatization

Question 3.

An advertisement for M&M candy featuring various colours of the candy being taking on human personifications (as cartoons) are examples of which type of creative execution?

Animation

Testimonial

Straight-sell

Dramatization

Question 4.

A positioning strategy that associates a product or service with consumers who are most likely to use that product, often motivating individuals for social or personal reasons, is know as a:

Positioning by user

Positioning by attributes/benefits

Positioning by category

Positioning by usage situation

Question 5.

A ______ strategy relates to the intended image of the product or brand relative to a competing brand.

Concentration

Brand positioning

Differentiation

Market positioning

Question 6.

The headline on the ad for Broilmaster Grill read. "The Most Durable Grill Known to Man". Broilmaster is using what type of positioning strategy:

Positioning by category

Positioning by usage situation

Positioning by attributes or benefits

Positioning by competition

Question 7.

McDonals's restaurants use a Monopoly (the board game) game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize, or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a:

Direct-response advertising campaign

Consumer sales promotion

Trade oriented sales promotion

Service-oriented sales promotion

Question 8.

A company is more likely to choose a competitive positioning strategywhen:

The brand is the market share leader

The brand has unique characteristics that essentially define the category

When the brand can claim and deliver on a unique selling feature or benefit that the competitors often do not possess

All of these

Question 9.

The Go Anywhere for $69 ad campaign, Greyhound bus shows how inexpensively one can travel especially when compared to the cost of flying. Greyhound is using positioning by:

Usage situation

Price/quality

Product category

Product attributes/benefits

Question 10.

New Balance, which advertises that their shoes are best used for the court, for running, or for walking, is using positioning based on:

Brand name

Product user

Product category

Usage situation