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.
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
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
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.
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,