Question 1

The development of a positioning statement occurs at the beginning of the creative development process.

Accepted Answer

The positioning statement is a critical first step in the creative development process as it outlines the brand's unique value proposition and target audience. It serves as a guide for all marketing and advertising efforts that follow.

Question 2

One reason so many firms favour funny ads is that using humorous messages involves very little risk.

Accepted Answer

Using humorous messages in ads can be risky because what one person finds funny, another person may find offensive. Therefore, there is always a risk that the humor will not resonate with the audience or will backfire and harm the brand's image.

Question 3

Marketing messages tend to be subtle and complex,so trying to capture the big idea of a firm's marketing message in a single word is usually a bad idea.

Accepted Answer

Marketing messages often aim for simplicity and memorability, so distilling the core idea into a single, powerful word or phrase can be very effective in creating a strong, clear brand identity and message.

Question 4

BMW effectively used integrated marketing communication (IMC)to create a single unified message when it released its Mini Cooper car.

Accepted Answer

BMW successfully used IMC to create a consistent message across all channels, including advertising, public relations, and social media, when introducing the Mini Cooper. This helped to establish the car as a unique and exciting offering in the market, leading to its success.

Question 5

Lisa is thinking about buying a Saturn automobile.She has already visited the Saturn Website and has been paying more attention to Saturn ads in magazines and on television.She is planning on visiting a Saturn dealership in the next few days to talk to a salesperson.If Saturn uses integrated marketing communication,its goal will be to coordinate the messages Lisa receives through each of these sources.

Accepted Answer

Integrated marketing communication aims to create a unified and consistent message across multiple channels of communication to achieve the marketing objectives. Therefore, Saturn's goal would be to ensure that the messages Lisa receives through its website, ads in magazines, and on television are coordinated and consistent, which would help in creating a positive brand image and influencing her buying decision.

Question 6

In promotion,a successful big idea must be meaningful,distinctive,and believable.

Accepted Answer

A successful big idea in promotion should be meaningful, distinctive, and believable to be effective in promoting a product or service.

Question 7

Information used to create successful promotional messages must flow not only from the top down but also from the bottom up and laterally across divisions and departments.

Accepted Answer

Successful promotional messages require input and collaboration from various sources within a company, including those at lower levels and across different departments. This allows for a more comprehensive understanding of the message and audience, leading to more effective communication.

Question 8

DeBeers was successful when they ran the same advertisements in Japan as they did in the West.

Accepted Answer

DeBeers was not successful when they ran the same advertisements in Japan as they did in the West. The ads did not resonate with Japanese culture and preferences, and DeBeers had to adjust their marketing strategy for the Japanese market.

Question 9

Product placement is the paid integration of branded products in television shows and movies.

Accepted Answer

Product placement is a marketing strategy where companies pay to have their products or brands integrated into TV shows and movies to reach a wider audience and create brand awareness.

Question 10

Nike's "Just Do It" and Walmart's "Always low prices.Always!" are two examples of successful big ideas.

Accepted Answer

Both Nike's "Just Do It" and Walmart's "Always low prices. Always!" have become iconic slogans and have contributed significantly to the success and recognition of their respective brands.

Question 11

In order to ensure a consistent marketing perspective and integrated messages,all information used to develop promotional messages should flow from top management down to the individuals involved in the promotional efforts.

Accepted Answer

Effective marketing strategies often involve a collaborative approach where information and insights flow both ways, from top management down to those involved in promotional efforts and vice versa, to ensure all perspectives are considered and messages are integrated and aligned with the market's needs.

Question 12

One effective way for a firm to promote its products is to identify the key points of contact between those products and the target market,and then focus its efforts on those areas.

Accepted Answer

By identifying the key points of contact, the firm can create targeted marketing campaigns and promotions that resonate with the target market, leading to increased awareness and sales of its products.

Question 13

Effective product promotion requires that everyone who creates and manages promotional messages have free access to information about the customer,the product,the competition,the market,and the organization's strategy.

Accepted Answer

Access to information about the customer, product, competition, market, and organization's strategy is crucial for effective product promotion. This helps in creating relevant and targeted promotional messages that resonate with the intended audience and result in higher sales and revenue for the organization. Lack of access to such information can lead to ineffective promotion efforts and loss of market share to competitors.

Question 14

Advergaming is the strategy of using sweepstakes (such as the Publishers Clearing House Sweepstakes)and games (such as McDonald's Monopoly game)to generate interest in a company's products.

Accepted Answer

The answer of Advergaming is the strategy of using sweepstakes...

Question 15

The first step in taking a big idea to a foreign market should be careful research.

Accepted Answer

Before launching a product or service in a foreign market, it is crucial to conduct thorough research to understand the local culture, business practices, regulations, and competition. This will help identify potential challenges and opportunities, and inform strategic decisions for successful market entry.

Question 16

The positioning statement is what creates a "hook" for the brand in the consumer's mind.

Accepted Answer

The answer of The positioning statement is what creates a...

Question 17

Luce's Juices has based its message on the concept that its juices are "Tastefully Nutritious." The aim is to let customers know that its products provide a good-tasting way to get needed vitamins and minerals.This is an example of a big idea that is based on a rational premise.

Accepted Answer

The message that Luce's Juices are "Tastefully Nutritious" is rational because it is based on the idea that the juices provide necessary vitamins and minerals in a tasty way.

Question 18

Big ideas in promotion must be so fundamental and believable that they almost always translate easily to other cultures.

Accepted Answer

Big ideas in promotion may not always translate easily to other cultures due to differences in cultural norms, values, and consumer behavior. What resonates in one culture may not in another, making adaptation necessary.

Question 19

A positioning statement is the non-paid message found in a news article.

Accepted Answer

A positioning statement is actually a concise statement that outlines what a company or brand offers, who it serves, and what makes it unique or different from competitors. It is typically used in marketing and advertising materials, not news articles.

Question 20

Big ideas may be based on either rational or emotional premises.

Accepted Answer

Big ideas can be based on rational or emotional premises, or a combination of both. Decisions and actions can be influenced by both logical reasoning and emotional connections.

Quiz 11: Part 1: Product and Promotion: Creating and Communicating Value