MESSAGE STRATEGIES AND EXECUTIONAL FRAMEWORKS
The AFLAC brand name has always been well-known in the insurance
(False; Easy; p. 196)
Selling a stuffed toy Pekin duck to support the AFLAC
BRAND AND CORPORATE IMAGE MANAGEMENT
Gucci is not a strong brand, because the company has changed advertising
campaigns too many times.
(False; Easy; p. 28)
Gucci has the image of being a seductive, high fashion brand.
Starbucks was able to build market share due to low prices and quality
(False; Easy; p. 60)
A major reason for the success of Starbucks was the nonchalance of major
PROMOTIONS OPPORTUNITY ANALYSIS
Hallmark targets only the high-end card buyers with its "very best" theme.
(False; Easy; p. 94)
Hallmark has consistently taken advantage of its primary strength a lower price
The majority of Sealy's sales of Posturepedic mattresses are sold through Sealy's
own retail stores.
(False; Easy; p. 274)
More than half of all marketing dollars are spent on trade promotions.
Time shares are unique because they are partly a good and partly a service.
(True; Easy; p. 306)
Consumer promotions, or sales promotions, are the incentives aimed at the firms
THEORETICAL FRAMEWORKS AND TYPES OF APPEALS
White space is used effectively in every print advertisement.
(False; Easy; p. 162)
Creatives know that white space is a crucial ingredient in an inviting,
Marketing to women over the age of forty is not likely to be profitable.
(False; Easy; p. 130)
For women over 40, affluence, self-indulgence, and comfort characterize typical
ADVERTISING MEDIA SELECTION
M & Ms primary spokespersons are animated figures.
(True; Easy; p. 230)
A media strategy is the process of analyzing and choosing media for an
advertising and promotions campaign.