The American Pork Producers has been running a long-term campaign with the tagline Pork. The other white meat. This is an example of
a. lifestyle segmentation.
b. demographic segmentation.
c. benefit positioning.
d. competitive positioning.
Question 2One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010 . Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word sale, regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sale flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target were also implementing a similar strategyby emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. On one of the company's websites, a sweepstakes was designed to award one lucky customer after he or she provided feedback on a number of planned sales promotions for the holidays. One characteristic of a sweepstakes is:
a. winners can only be awarded with monetary prizes.
b. winners are determined purely by chance.
c. there can only be one winner per sweepstakes.
d. there is a complex system for determining a winner.
Question 3The second important apex in Thorson and Moore's strategic planning triangle entails:
a. identification and specification of the target segment.
b. identification of the various persuasion tools that may be deployed as part of a campaign.
c. specification of the brand's value proposition.
d. specification of niche markets within a large segment
Question 4According to a classic quote, which of the following has been described as the last five seconds of marketing?
a. Trade show
b. Sampling
c. Packaging
d. Directory advertising
Question 5What are the three fundamental options that advertisers have when choosing a positioning theme?
a. demographic, psychographic, or geographic
b. benefit, user, or competitive
c. STP, VALS, or SIC
d. functional, emotional, or psychological
Question 6From the consumer's viewpoint, directories like the Yellow Book have some disadvantages as promotional tools.
One particular problem is that it:
a. has a massive volume of media clutter.
b. requires long lead times that result in outdated information.
c. annoys rather than providing information to potential buyers.
d. is unable to offer detailed information.
Question 7A _________ is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time.
a. brand extension
b. brand orientation
c. brand initial
d. brand platform
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