What is the term that refers to the perception by consumers that a brand provides satisfaction beyond the cost incurred to purchase that brand? correct answers Value
Advertising plays a key role in brand development and management. One way in which it does so is by communicating how a brand can ...
MKTG 353 || with 100% Correct Answers.
What is the term that refers to the perception by consumers that a brand provides satisfaction
beyond the cost incurred to purchase that brand? correct answers Value
Advertising plays a key role in brand development and management. One way in which it does
so is by communicating how a brand can fulfill needs and desires while also delivering a sense of
personal connection for the consumer. This would best be described as _______ correct answers
creating an image and meaning for the brand.
Digital advertisers consider _______ the biggest challenge they face in getting messages across
to consumers. correct answers clutter
International advertising occurs _______. correct answers when firms prepare and place different
advertising in different national markets for the same brand outside their home market
Some ads are designed to ask consumers to purchase the brand immediately using a call for
action. This type of advertising is known as _______. correct answers direct response advertising
Most mass media advertising is directed at _______. correct answers household consumers
The primary difference between IMC (Integrated Marketing Communications) and IBP
(Integrated Brand Promotion) is that IBP is explicitly _______. correct answers brand centric
IBP is crucial to branding because the concept relies on _______. correct answers synergy
among the brand communications
The changing landscape of advertising and branding is largely related to _______. correct
answers new media and digital technology advances
The positioning of a particular brand relative to the other brands in the market is known as
________. correct answers external positioning
When IKEA created a mobile app that interacts with its customers in a way that lets them get a
clear idea of what IKEA products will look like in their home from their wireless phone, the
company is engaging in _______. correct answers Mobile Marketing
When Peloton developed a national campaign that included television commercials supported by
print and radio advertising as well as a multi-pronged social media campaign that used the
hashtag #TogetherWeGoFar, the goal was to _______.
All of these are correct.
build anticipation for the new product
put the brand in the national spotlight
encourage purchasing correct answers All of these are correct
, When MasterCard launched its "Getting Together is Priceless" campaign it was engaging in
_______, aiming to develop awareness and preference for its brand over time. correct answers
delayed-response advertising
An ad by the Miami Department of Tourist Development encouraging people to choose Miami
for their vacation destination was published in TRAVEL magazine. The ad shows various scenic
pictures of Miami and includes the slogan, "Miami sounds great to me." In this print ad, the
source of the advertising message is _______. correct answers the Miami Department of Tourist
Development
Trex is a newly emerging shoe manufacturing company. After extensive market research, Trex
divides its market into professional athletes, "hobbyists" or amateur players, and people who
wear shoes as part of their casual attire. Each category has its own needs, traits, and marketing
goals. In this scenario, each category represents a _______. correct answers target audience
The introduction of Gain's in-wash scent booster beads is a/an _______ of the original Gain
laundry detergent product line correct answers Brand extension
When Buick launched its "That's a Buick?!" and "Mistaken Identity" campaigns where people
didn't immediate recognize the stylish, feature-rich vehicles as Buicks, it was aiming to revive its
brand and change the way its target audiences thought about it. This is an example of _______.
correct answers Repositioning
When George heard that Hormel's Complete microwave meals could be prepared in three
minutes, he thought that he would find the meals in his supermarket's frozen food aisle with
other microwave meals. When he could not find the Hormel meals, he purchased another brand.
He did not understand that Hormel meals were not frozen, which is why they cooked so quickly.
He should have looked in the supermarket aisle that contains pasta. In this example, George
experienced a problem with _______. correct answers Decoding
The fundamental process of advertising and promotion is to _______. correct answers develop
persuasive communications directed at target audiences
_______ offer important services during and after the advertising production process. correct
answers Production facilitators
Full-service agencies serve _______.
local clients
international clients
All of the above are correct
national clients correct answers All of the above are correct
The focus of _______ is developing and sharing value-added content to a particular target
audience, whether it's a product demonstration, a data driven presentation, or insight on how to
solve a particular problem. correct answers Content Marketing
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