Marketing Strategy Fundamentals: Product Positioning, Advertising, and Consumer Behavior

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Business - Advertising

georgepetenjk Created by 10 mon ago

Cards in this deck(40)

Which is the best example of a good? A _____ is a tangible item that satisfies a consumer's need or want.

In the 1960s, Volkswagen launched an ad campaign, 'Think small,' emphasizing its difference from large, road-hogging American car brands. What kind of strategy was Volkswagen most likely using? This strategy is known as _____ positioning.

What is a characteristic of advertising? Advertising is typically _____ to target audiences.

After World War II, _____ advertising grew rapidly, and in time achieved its current status as the largest advertising medium in terms of revenues.

The modern practice of coordinating and integrating brand messages across all consumer contact points is called _____ marketing communication.

There are four fundamental assumptions of free-market economics that a market-driven society strives to achieve. What statement most closely matches the assumption of self-interest? People usually want _____ for less, and successful companies strive to earn revenue.

Complete information, one of the four fundamental assumptions of free market economics that a market-driven society strives to achieve, refers to the idea that society benefits from having a wide range of sellers and buyers. Is this statement true or false? _____

A strategy of product differentiation allows manufacturers to separate a particular brand from its competitors by associating that brand with a particular set of needs that rank high on the consumer's priority list. Is this statement true or false? _____

ESPN on cable television is an example of narrowcasting. Is this statement true or false? _____

The advertising profession has struggled with issues of truthfulness and ethics. During what time period did the simmering resentment finally boil over into a full-blown consumer movement, which led to government regulation and ultimately to industry efforts at self-regulation? This occurred in the _____.

What economic principle best demonstrates the importance of advertising? This principle is known as the _____ principle.

When PETA ran a billboard in 2009 with the headline 'Save the Whales' and an image of an overweight woman, the advertisement was criticized for promoting fatphobia. Advertisements like this are often challenged by _____ groups that actively work to protect consumer rights by investigating advertising complaints received from the public and those that grow out of their own research.

The U.S. has established stricter guidelines regarding advertising to children than any other country. Is this statement true or false? _____

A small glass manufacturer, attempting to gain market share rapidly, introduced a new 'shatterproof' windshield last year. Although the company did not have research or evidence supporting its 'shatterproof' claim, the company advertised the windshields as such. This is an example of _____ advertising.

An advertisement that makes a vague, emotional claim about a product is considered deceptive advertising. Is this statement true or false? _____

What was the result of the 1998 settlement between the tobacco industry and U.S. states? The use of _____ characters in cigarette ads was banned.

Under current advertising law, the only product claims—explicit or implied—that can be considered deceptive are those that are factually _____ or convey a false impression.

The _____ protects all copyrighted material, including advertising, in the United States.

The European General Data Protection Regulation (GDPR) provides strong consumer protections for how personal data is collected and shared. Since the law only applies to European companies, U.S. companies have not changed their policies to conform. Is this statement true or false? _____

Advertising adds value to a brand by educating customers about new uses for a product. Is this statement true or false? _____

Marisol wrote the copy for a brochure to sell timeshares. Ron used Marisol's copy to design the brochure, so the verbal and visual symbols would work together. Ron is most likely a(n) _____ director.

What is the job title used for the individual in the ad agency who defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client? This person is known as an _____ planner.

Institutional advertising promotes a specific service or product and stimulates short-term action. Is this statement true or false? _____

When it comes to advertising in social media, it has been argued that local advertisers have a disadvantage over national advertisers because they share a community with their customers. Is this statement true or false? _____

If profit margins in entrepreneurial agencies are often slimmer, what allows them to succeed? They offer the hands-on involvement of the firm's principals, and their work is extraordinarily _____

Larry works at Damico & Sons Advertising Group and is responsible for producing dealer ads, window posters, point-of-purchase displays, and dealer sales materials. Larry most likely works in the _____ department.

Why is local advertising so critically important? Most consumer sales are made locally, so it's important to develop lasting _____ relationships.

Though many factors affect the relationship between agencies and their clients, the four most important are chemistry, conduct, communication, and _____

EZ-Green Lawn Care sends a ready-made advertisement to a regional newspaper published in Columbia, Missouri. The newspaper publisher inserts the name, address, and phone number of a local business that carries EZ-Green's line of high-end lawn care tools, grass seed, and garden supplies. EZ-Green pays 75 percent of the cost of running the ad. The local business pays the other 25 percent. This is an example of centralized advertising. Is this statement true or false? _____

Allie just finished working on a social media ad campaign targeting young consumers who prefer comparing and purchasing their fitness equipment online. Allie most likely works in an _____ agency.

Corporate objectives are expressed in terms of net worth, earnings ratios, growth, or corporate reputation. Is this statement true or false? _____

Angie had an outpatient procedure yesterday at a local medical center. A representative called her today to ask how she was doing and whether she had any questions. Which of Kotler and Armstrong's levels of relationships is illustrated by this call? This is an example of an _____ relationship.

Pure Necessities produces a line of natural home cleaning products. It just developed an easy-to-use hardwood floor cleaner that thoroughly disinfects the floor without leaving any sticky residue or dulling of the woodgrain. If Pure Necessities follows the common practice for firms with a new product, which method of allocating funds will it most likely use? This method is known as the _____ method.

Review and revision of a formal marketing plan is an ongoing activity. Is this statement true or false? _____

Plants Over Pork is introducing fresh, not frozen, plant-based breakfast sausage into supermarket meat cases. After creating awareness for the product, the company wants to communicate that the product has a classic breakfast sausage taste, is healthier than regular sausage, and is produced sustainably. The message that the company wants to communicate represents the _____ task of the advertising pyramid.

What is the principal benefit of integrated marketing communications (IMC)? The principal benefit is the _____ it creates.

Relationship marketing is also called transactional marketing. Is this statement true or false? _____

Aaron is charged with developing a positioning strategy for a new cologne from Calvin Klein. To reach the cologne's target audience and set it apart from competitors, he'd like to use pop singer Charlie Puth as a spokesperson for the cologne. Which approach is Aaron most likely using in his positioning strategy development? This approach is known as using a _____ symbol.

What statement is true about the marketing plan? It can be _____ and complex or very brief.

The _____ perspective of integrated marketing communications (IMC) sees customers as partners in an ongoing relationship, recognizes the terminology they use, acknowledges the importance of the whole communications system, and accepts the many ways they come into contact with the company or the brand.

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