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Advertising & Promotions Mgmt Quiz 8
Terms in this set (10)
McDonald's Big &Tasty burger was advertised as a juicy quarter-pounder with lettuce, tomatoes, and all the trimmings that can be purchased for $1 from McDonald's Dollar Menu. The Big & Tasty burger and other items on the Dollar Menu are positioning by:
_____ consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
Marketing _____ are the set of interdependent organizations involved in the process of making a product or service available for consumption.
_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.
Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, "moving at the speed of business." Later, UPS introduced a new slogan, "What can brown do for you?" The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has:
used a repositioning strategy
Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.
_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad
Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal.
Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising
A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:
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