46)All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the Japanesehospitality that is offered on its planeseverything from elegant tableware to the finest in FarEastern cuisine. If comfort and fine food is important to you when you travel, then you should thinkANA next time you are booking a flight to Asia. This development of a strong, memorable identityfor ANA is an example of: A)attribute-based positioningB)inherent dramaC)unique selling propositionD)image advertisingAnswer: D 47)Which of the following is the best example of a USP, as defined by Rosser Reeves of the Ted Batesagency? 48)Which of the following statements about image advertising is true? 8
49)The ________ approach is a method to determine the creative theme/idea that uses consumerbenefits as a foundation with an emphasis on presenting these benefits in a dramatic way. 50)Trout and Ries originally described ________ as the image consumers have of a brand in relation tocompeting brands. A)unique selling propositionB)positioningC)brand imageD)inherent dramaAnswer: B 51)The ongoing tales of Salty the personified salt shaker in Knorr Sidekicks ads is an example of theuse of the ________ approach to determining the creative theme. 52)The theme for the advertising campaign is usually expressed in the ad through a slogan or________.
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- Winter '16