Support media are used to reinforce a message that is being delivered by some other advertising vehicle.
Indicate whether the statement is true or false
Question 2Discuss how two magazine advertisements for the same product would be different if one is based on the CPM perspective of consumer information processing and the other is based on the HEM perspective.
Question 3A proprietary system is usually not sold or licensed.
Indicate whether the statement is true or false
Question 4A common segmentation base for firms that takes into account the industry designation or designations of its customers is
a. the Dun & Bradstreet global commercial database.
b. the Standard Industrial Classification system.
c. Nielsen's PRIZM system.
d. the NAICS.
e. the Arbitron rating system.
Question 5A display rack that stocks product is placed above the cash register. The cashier can reach the product for the consumer. The front of an overhead merchandiser usually carries signage. This is called a dump bin.
Indicate whether the statement is true or false
Question 6Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of basic consumer needs. Name and describe these needs, and for each type of need, describe an example of a brand for which you think is basing its brands concept on that need.
Question 7The subscription model is not applicable to nonprofit markets:
Indicate whether the statement is true or false
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