Question: 6) What is a target persona? Why do brands identify them and how are they used by different marketing players? List 4 characteristics a brand

6) What is a target persona? Why do brands

6) What is a target persona? Why do brands identify them and how are they used by different marketing players? List 4 characteristics a brand would want to know about each target persona. 7) Explain the terms demographics and psychographics. Give a one-sentence explanation for each, and 3 examples of each. 8) Find a print or TV ad campaign you like. Explain what you think... - The target audience is, in demographic and psychographic terms - The "competitive frame" or "consideration set" is (used interchangeably) - The point(s) of difference it's communicating - The end benefit(s) from using the product or service 9) Name 3 different creative approaches/genres for advertising and provide an example of each (a screen shot or print ad). Include 1 sentence for each, describing why you think the brand found that approach effective. 10) What is a customer journey empathy map, what are the key steps/stages along the journey, and why is it valuable for companies to do them for each important brand target? 11) Explain the term "consumer promotion." Provide 3 examples of consumer promotions and explain how each helps a brand achieve different objectives. 12) What is Integrated Marketing Communications (IMC), why is it important for brands, and why can IMC be challenging to do well? 13) Create one perceptual map for any organization, product or service. How do perceptual maps help companies develop or visualize their brand positioning and goals? 14) Explain the concept "sources of volume." Pick a brand and provide 2 sources of volume it might have. Why do brands identify sources of volume and how are they used in developing marketing tactics? 15) What is storytelling? Why is it important for brands? Provide an example of a "story" from a brand you found memorable. How and where was it communicated \& why do you think it was effective? 16) Provide examples of 3 different factors a brand should consider when setting its price. 17) What is Trade Promotion? Provide one example and explain how it is helping the brand strategically/why the brand thought that trade promotion would increase sales

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