CB Chapter $3$

Short Application Exercises

Create a category advertisement, a price advertisement, and a differentiating advertisement. Use the Young & Rubicam Brand Asset Valuator to evaluate the brand equity of Starbucks coffee.

Think of brand extensions that should be considered by KFC $($fast$-$food restaurants$),$ Panasonic $($electronics$),$ and Scion $($automobiles$).$

Think of strategies to increase ambiguity in the marketplace to help Disney retain its leadership position.

Find print advertisements that include salient stimuli and justify your choices.

Find a print advertisement that includes stimuli that are vivid $($for you$)$ and justify your choice.