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A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive ...
A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive advertising campaign featuring a stylish, well-liked celebrity. The main idea in the campaign was that of "glamour" and transfer of that meaning from the celebrity to the brand. Which of the following approaches best describes the basis for the big idea for Sun & Moon?
The logic for not getting into financial problems may be true in an accounting sense; it may lead t
The logic for not getting into financial problems may be true in an accounting sense; it may lead to budget cuts in a recession, when the firm can benefit from maintaining or increasing the budget.
As long as sales continue to be the basis for evaluation, it is rarely possible to assess the earni
As long as sales continue to be the basis for evaluation, it is rarely possible to assess the earnings provided by the promotion effort, making it a difficult method to employ.
Based on the information about the four brands, which of the following brands would be least affect
Based on the information about the four brands, which of the following brands would be least affected if their ads were broadcast during a dark and violent television series?
Each of the four brand managers helped design new ads for their respective brand. Which of the foll
Each of the four brand managers helped design new ads for their respective brand. Which of the following new ads would be least affected by clutter during a prime-time telecast on television?
the new Hair & Neck ad, which uses a celebrity endorser
The ads start with everyday situations showing a busy mom sipping Natur-O-Rush during her chores, a
The ads start with everyday situations showing a busy mom sipping Natur-O-Rush during her chores, and ends with a strong, persuasive voiceover narration about this breakthrough energy drink with no harmful effects.
The ads start with a strong, persuasive voiceover narrative of the breakthrough energy drink with n
The ads start with a strong, persuasive voiceover narrative of the breakthrough energy drink with no harmful chemicals and then get into situations where a busy mom gets an energy boost from Natur-O-Rush.
The ads concede that caffeine-based energy drinks are less expensive than Natur-O-Rush, but point o
The ads concede that caffeine-based energy drinks are less expensive than Natur-O-Rush, but point out that Natur-O-Rush has no harmful ingredients and that the energy lasts longer.
The ads highlight the debilitating effects of caffeine-based energy drinks including the increased
The ads highlight the debilitating effects of caffeine-based energy drinks including the increased risk of stroke and high blood pressure and present benefits of natural ingredients in Natur-O-Rush.
The ingredients of the plant-based burgers are mixed and fed into a food extrusion machine that coo
The ingredients of the plant-based burgers are mixed and fed into a food extrusion machine that cooks the mixture while forcing it through a specially designed mechanism that uses steam, pressure, and cold water to form the product’s texture which replicates beef. In reality, the food is very extensively processed and is much like McDonald’s McRib. However, consumers dismiss thought
Impossibly Good Burgers cannot claim that its product is non-GMO. In fact, the yeast used in the mu
Impossibly Good Burgers cannot claim that its product is non-GMO. In fact, the yeast used in the mung bean protein is definitively GMO. To overcome this possibly negatively perceived attribute, Impossibly Good Burgers hires Oprah as the spokesperson to promote the product in both a TV and social media campaign. Using Oprah is defined as trying to create which cognitive response from
Mary considers both brands of plant-based burgers as she is very concerned about eating organically
Mary considers both brands of plant-based burgers as she is very concerned about eating organically-grown food. She reads the packages and finds no indication either is organic. In research online, she discovers neither brand of burger is organic due to all the processing of the plant-based substance and the processing additives. She decides not to buy either brand and chooses
Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the messa
Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the message is popular TV show host, Ellen DeGeneres, who very actively promotes the fact she is vegan. The director of the ad sets the campaign in northern California backgrounds and presents the tone in a sepia, faded brown, color to convey an enduring time effect of the message. Response to
RaZa's decision to launch in America, which represented a new culture, compared to their existing m
RaZa's decision to launch in America, which represented a new culture, compared to their existing markets, was prompted by which external influence on consumer behavior?
RaZa's decision to use ads that featured a typical usage occasion for SaGa’s product offerings - ...
RaZa's decision to use ads that featured a typical usage occasion for SaGa’s product offerings - a Friday night out with friends - was prompted by which external influence on consumer behavior?
RaZa's decision to use ads that featured people that the target consumers identify with (associativ
RaZa's decision to use ads that featured people that the target consumers identify with (associative groups) and also people that the target group does not belong to (dissociative groups), was prompted by which external influence on consumer behavior?
Creative and production process supervisors: These individuals connect all phases of production to
Creative and production process supervisors: These individuals connect all phases of production to see that the ads are completed on time and that all deadlines for submitting the ads to the media are met.
Client-agency interface: This function serves as the link between the agency and the client. These
Client-agency interface: This function serves as the link between the agency and the client. These individuals are responsible for understanding the advertiser’s marketing and promotion needs and interpreting them to agency personnel.
Audience viewership and readership experts: These individuals review information on demographics, m
Audience viewership and readership experts: These individuals review information on demographics, magazine and newspaper readership, radio listenership, and consumers’ Internet and TV viewing patterns to develop an effective media strategy.
Commercial scripting: These individuals conceive the ideas for the ads and write the headlines, sub
Commercial scripting: These individuals conceive the ideas for the ads and write the headlines, subheads and body copy (for print ads), and scripts for commercials.
Research and strategy: These individuals conduct primary and secondary research and gather informat
Research and strategy: These individuals conduct primary and secondary research and gather information that is relevant to the client’s product or service to be used in the development of the creative strategy as well as other aspects of the IMC campaign.
Cozy City Diner: Cozy City Diner wants to segment the market based on consumers’ lifestyles and ...
Cozy City Diner: Cozy City Diner wants to segment the market based on consumers’ lifestyles and eating habits (healthy food seekers, comfort food seekers, fast food seekers, fancy dinner seekers, social eaters).
FreshFruits Market: FreshFruits Market, an organic and fresh produce store, wants to target eco-con
FreshFruits Market: FreshFruits Market, an organic and fresh produce store, wants to target eco-conscious consumers by focusing on the five most environmentally friendly states in the U.S.—Vermont, Oregon, Washington, Hawaii, and Maryland.
The ads for FreshFruits Market cite a greater choice of organic food and produce when compared to T
The ads for FreshFruits Market cite a greater choice of organic food and produce when compared to TraderNick's stores.
This strategy is an example of:
A) Positioning by competitor B) Positioning by product user C) Positioning by product class D) Positioning by use or application E) Positioning by price/quality F) Positioning by att
Pax Anti-Itch Shampoo advertises itself as a superior shampoo for itchy and flaky scalps. This str
Pax Anti-Itch Shampoo advertises itself as a superior shampoo for itchy and flaky scalps.
This strategy is an example of:
A) Positioning by competitor B) Positioning by product user C) Positioning by product class D) Positioning by use or application E) Positioning by price/quality F) Positioning by attributes/benefits
In its ads, Toys & More claims to be the preferred store for parents shopping for kids ages ...
In its ads, Toys & More claims to be the preferred store for parents shopping for kids ages 1-15.
This strategy is an example of:
A) Positioning by competitor B) Positioning by product user C) Positioning by product class D) Positioning by use or application E) Positioning by price/quality F) Positioning by attributes/benefits
(