Q&A Hero

Q: Scenario1-3In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed in late 2010 as Sony introduced its own motion-detecting gaming system to the market, the Playstation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the Playstation's highquality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those that have not yet bought into "motiongaming." And of course, it wouldn"t hurt if Sony somehow found a way to entice Nintendo followers to switch over to its newest addition to the gaming industry.Which of the following activities, if performed, would be considered as part of Sony's marketing mix?a. Forecasting a five year financial plan to expand the firmb. Restructuring the organization to increase employee efficiency c. Hiring more workers into the firmd. Launching an advertisement campaign in schools

Q: Scenario1-3In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed in late 2010 as Sony introduced its own motion-detecting gaming system to the market, the Playstation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the Playstation's highquality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those that have not yet bought into "motiongaming." And of course, it wouldn"t hurt if Sony somehow found a way to entice Nintendo followers to switch over to its newest addition to the gaming industry. Sony created advertisements for its new motion-detecting gaming system to attract the attention of school going children. The school going children are Sony's ______ .a. trade channelb. target audience c. sponsorsd. clients

Q: Scenario1-2Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.Chug's three different sports drinks are very popular in markets across the world. Now, the company plans to launch a similar range of carbonated drinks by building on the popularity of the previous products. This is an example of _____.a. market segmentationb. national advertisingc. a brand extensiond. a differentiation strategy

Q: Scenario1-2Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.Chug Enterprises created the three products in a way that it appeals to separate target markets. This was done to prevent its products from competing with one another for market share. This shows that Chug Enterprises understands the importance of:a. internal positioning. b. external positioning.c. inelasticity of demand.d. selective demand stimulation.

Q: Scenario1-2Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.The company launched the third product for senior citizens in the Baltonian market and their efforts were highly successful. Chug Enterprises now plans to introduce it worldwide. However, the way senior citizens perceive products vary from culture to culture. Thus, Chug Enterprises should engage in:a. cooperative advertising. b. international advertising. c. national advertising.d. regional advertising.

Q: Scenario1-2Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.For its second product to be successful, Chug Enterprises believes that it must effectively target the youth. To do this, the company uses influencer marketing. In such a scenario, which of the following is the company most likely using?a. Personal selling b. Free samplingc. Peer-to-peer persuasion d. Coupons and rebates

Q: Scenario1-2Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.To help build brand awareness, customer preference, and loyalty, Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises's products to their lives and value systems is known as_____ .a. brand extensionb. integrated brand promotion c. advocacy advertisingd. institutional advertising

Q: Scenario1-1In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company has also removed all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable. Marketing the shoes in this manner creates a perceived difference in the minds of customers. This is an example of____ .a. internal positioning b. brand extensionc. differentiationd. market segmentation

Q: Scenario1-1In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company has also removed all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.To promote Under Armour's new brand image, the firm has launched large scale advertising in three different countries, making a minor change in the physical appearance of the ad by using a different actor from each country. This is an example of _____advertising.a. internationalb. globalc. cooperatived. national

Q: Scenario1-1 In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company has also removed all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. John receives a direct mail from Under Armour that offers a free poster of basketball star, Brandon Jennings wearing a pair of the company's new shoes. John likes the company's promotional offer. Chang, who also receives the same direct mail, is not impressed by the offer and puts it aside after glancing through it. The differing reactions to the promotional effort are most likely the result of: a. varying content. b. different interpretations of the ad. c. similar characteristics of the target market. d. the rules and regulations of the direct mail medium.

Q: Scenario1-1In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company has also removed all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.Under Armour hopes that changing the company's image from an apparel company to a "performance" brand will help increase its footwear sales. To make consumers aware of the change, Under Armour designs a number of commercials, print ads, and Internet advertisements all focusing on the company's new motto, and immediately begins to apply them. All these elements make up a(n)______ .a. international advertising campaign b. cooperative advertising campaign c. advertising campaignd. promotional mix

Q: Scenario1-1In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company has also removed all advertisements carrying the word "apparel," and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.One of Under Armour's new retail outlets in the U.S. sends a direct mail to 500 households within a one mile radius of the new store. In the email, the store announces the introduction of its new line of basketball shoes and offers incentives to any customer that walks into the store to purchase a pair of shoes from the new line. This direct mail:a. is paid for, mass mediated, and an attempt to persuade; therefore, it can be considered as advertising. b. is paid for and is an attempt to persuade; however, it is only distributed locally and therefore, cannot be considered as advertising.c. is not received by a large enough number of people to be considered as advertising.d. is not a part of an advertising campaign and thus, cannot be considered as advertising.

Q: In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?a. Awareness, identity, and preference b. Attention, curiosity, and responsec. Demand, value, and interactiond. Information, message, and communication

Q: Which of the following is a difference between IBP and IMC?a. IBP ignores the importance of communication whereas IMC does not.b. IBP focuses more on the need for coordinated and synergistic messages. c. IMC emphasizes the brand, whereas IBP does not.d. IBP goes beyond the parameters of IMC.

Q: The mixing of various promotional tools is known as _____. a. integrated marketing communicationsb. a marketing mixc. cooperative advertising d. market segmentation

Q: The purchase of certain products, such as cars, shoes, and sunglasses, signify class membership. This indicates that these brands have ____ .a. economies of scale b. social meaningc. internal positioning d. low brand equity

Q: Radical, a men's deodorant brand, displays its product in advertisements as being worn by men who are attractive and popular. This is an example of_____ .a. symbolic valueb. direct response advertisingc. selective demand stimulation d. internal positioning

Q: A brand of soup is perceived by consumers as a "good deal," one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few cans. In this example, the soup is considered to have:a. low brand loyalty.b. elasticity of demand. c. economies of scale. d. value.

Q: _____is the measure of the total value of goods and services produced within an economic system. a. Gross domestic productb. Residual income c. Net present valued. Gross domestic income

Q: CarlBerrys, a department store, has launched a series of advertisements inviting people to do their holiday shopping at their store. This is an example of ____.a. institutional advertisingb. delayed response advertising c. corporate advertisingd. advocacy advertising

Q: ____is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.a. Advocacy advertising b. Corporate advertising c. Brand advertisingd. Institutional advertising

Q: Which of the following slogans is an example of corporate advertising?a. "OhhSooGood" by Yummy's, a biscuit companyb. "The quick fix stick" by Quicks, a glue manufacturerc. "Fizzy! Bubble! Guzzle!" by Fizzy Pop, a soft drink company d. "Think creatively" by Helix phones

Q: _____ attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand.a. Delayed response advertising b. Co-op advertisingc. Direct response advertising d. Sales promotion

Q: Sparkles Inc. has launched an advertisement on a local television channel. The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in the next two days would receive a free sample. This is an example of____ .a. direct response advertising b. personal sellingc. delayed response advertising d. internal positioning

Q: RomTech, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof. This is an example of ____ .a. selective demand stimulation b. economies of scalec. inelasticity of demandd. direct response advertising

Q: CoolNature, a manufacturer of mineral water, has recently launched its product in the market. It starts a rigorous advertising campaign to highlight the benefits of its product. This is an example of___ .a. selective demand stimulation b. economies of scalec. market segmentationd. primary demand stimulation

Q: Which of the following is true of inelasticity of demand? a. The supply of the product is greater than its demand. b. Consumers are less sensitive to price increases.c. Customers have low brand loyalty.d. It leads firms to decrease profit margins.

Q: The customers of TimeZone watches have high brand loyalty and although the watches are priced at high rates, TimeZone's customers are willing to pay the market price of the product. This is an example of ____.a. low brand equityb. market segmentationc. economies of scaled. inelasticity of demand

Q: If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies of scale would:a. lower the fixed cost per unit.b. increase the fixed cost per unit. c. increase the variable costs.d. lower the defect rate of products.

Q: Effective internal positioning is accomplished by:a. distributing products to a market that is wider than those of one's competitors.b. using advertising to compare a product's distinctions from those of one's rival firms. c. developing brand features and values that are distinctive from the competition.d. developing vastly different products within the firm's product line.

Q: Which of the following is a similarity between the market strategies, positioning and differentiation?a. Both involve standardizing and regularizing products.b. Both depend on a perceived image of tangible or intangible features.c. Both involve marketing products in a way that make them seem similar to competitors' products. d. Both involve targeting a small market segment.

Q: ____ is the process of creating a perceived distinction between an organization's brand and a competitor's brand. a. Market analysisb. Co-op advertisingc. Market segmentation d. Differentiation

Q: Market segmentation is the process of:a. creating advertising strategies to reach out to a wide consumer base.b. creating a new product line that is relatively different from the firm's existing product line. c. breaking down a large widely varied market into more similar sub-markets.d. identifying competitors in the market that could be possible threats to the success of the company.

Q: Which of the following is an example of a brand extension?a. Tracker, a company selling security systems, advertises its product on a local television network.b. Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base. c. Blossoms, a women's perfume line, advertises its new line through sales promotions and point-of-purchase advertising at department stores.d. The manufacturers of Cocoa flakes, a popular cereal, launches a biscuit called "Cocoa crunch" in a new product category.

Q: Which of the following is one of the four areas of responsibility in the marketing mix?a. Priceb. Communication c. Convenienced. Process

Q: When national companies and local merchants share advertising expenses, they are taking part in ____ . a. brand extensionb. international advertising c. cooperative advertising d. trade channeling

Q: A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper. These newspaper ads are forms of ____ advertising.a. localb. tradec. regionald. national

Q: WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of Largonia and has spread to many other states within the country. It has conducted promotional activities in all of these states to create awareness among the public about its products. This is an example of advertising.a. global b. localc. cooperative d. regional

Q: Cryptic Inc., a literary publisher, has established offices in more than 20 states in Lentasia. Additionally, it has advertised in all states of the country. This is an example of advertising.a. localb. national c. regional d. global

Q: Which of the following is an example of international advertising?a. Crispy Cracks promoting their new line of cracker at the Olympicsb. Flextronic advertising its flat-screen TVs in different states of a countryc. Radicle creating different versions of its new detergent ad for various countries d. Unicorn featuring its "unicorn" logo on gear worn by tennis players

Q: Samsonic is the leading manufacturer of televisions in the world. It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country. This is an example of:a. national advertising.b. international advertising. c. regional advertising.d. global advertising.

Q: The advertising aimed at government officials and employees is dominated by:a. local and regional television commercials.b. point-of-purchase advertising and influencer marketing. c. direct mails, catalogs, personal selling, and Web ads.d. event sponsorships.

Q: Which of the following would be considered as a trade journal?a. A publication written for health professionalsb. An e-zine for emerging writers to publish their work c. A magazine for fitness enthusiastsd. A newspaper carrying news articles about a particular city

Q: Which of the following is considered as a member of a trade channel?a. Wholesalersb. Household consumersc. Government employees d. Philanthropic groups

Q: Members of trade channels include:a. not-for-profit businesses. b. retailers.c. household consumers. d. government officials.

Q: HireUp Inc., a recruitment agency, has launched a series of advertisements about its capabilities in effectively managing firms' labor forces. Which of the following audience categories is HireUp most likely targeting?a. Household membersb. Members of business organizations c. Professionalsd. Government employees

Q: The promotional tool used most often to communicate with members of a trade channel is personal selling. Which of the following is a reason behind this?a. Personal selling is the most inexpensive form of communication. b. Members of trade channels are the most conspicuous audience.c. Members of trade channels are the target audience for producers of only household products. d. The target audience represents a relatively small, easily identifiable group.

Q: A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called:a. a target audience.b. cooperative advertising. c. a focus groupd. a sponsorship.

Q: During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way. Which of the following is a reason why audience members share a similar interpretation of the ad?a. The backgrounds and value systems of audience members are similar. b. The interpretation of an ad is a function of an isolated solitary thinker. c. Ads contain a single meaning for all members of a target audience.d. Communication is inherently an individual process and not a social process.

Q: Brad and his wife, Carla are watching a commercial that they"ve never seen before. Brad thinks that the ad is humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that:a. ads are interpreted differently based on a person's experiences and beliefs.b. what a message means to any given consumer is a function an isolated solitary thinker. c. the ad is communicated effectively to its target audience.d. the ad contains the same meaning for all audience members.

Q: In the model of mass-mediated communication, the:a. producers of the message control the reception of the content.b. producers of the message control the interpretation of the content.c. consumers interpret ads in a way that makes sense to them individually and serves their needs. d. receiver's interpretations are invariably compatible with what the producer intended to convey.

Q: The two major components of the mass-mediated communication model are:a. primary demand and selective demand. b. advertiser and consumer.c. internal position and external position. d. production and reception.

Q: Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must:a. focus on store products rather than store services. b. target a mass audience.c. appear in print media.d. be unpaid communication.

Q: Which of the following is true of integrated brand promotion (IBP)?a. It is a simple process.b. It uses promotional tools that do not need to be evaluated. c. It prevents the exposure of a brand.d. It allow marketers to reach target customers in different ways.

Q: Integrated brand promotion (IBP) can be defined as:a. the collaboration of two or more brands within a single advertisement with the intent of sharing costs. b. the coordination of a number of promotional tools to create widespread brand exposure.c. a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms.d. a unique concept seen mainly in local advertising campaigns.

Q: YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World Cup. The commercial promotes the reliability of YouStock's advice, expertise, and personal attention in assisting online customers with stock portfolio creation and management. The spot created by YouStock is:a. a public service announcement.b. a point-of-purchase advertisement. c. representative of personal selling.d. an advertisement promoting a service.

Q: Based on the criteria that defines advertising, which of the following examples would be considered as advertising?a. A candidate for city council going door-to-door urging people to vote for herb. A car manufacturer stating the efficiency of its product to motivate customers to make a purchase c. A public service announcement about the dangers of talking on the phone while drivingd. An actor being interviewed on television about his campaign to aid people with physical disabilities

Q: Which of the following is an essential criteria for communication to be considered as an advertisement?a. The communication must be noncommercial.b. It must be a mass-mediated attempt to persuade. c. The message conveyed must be short.d. It must involve face-to-face communication.

Q: "Make love, not war" stated at the end of a radio station broadcast is an example of:a. a mobile advertisement. b. influencer marketing.c. personal selling.d. a public service announcement.

Q: Rachel, the mayor of Genovia, had recently appeared on a local news telecast. She stated that she should be re- elected because she contributed to the increased rate of employment in the metropolitan area. In order for her message to be considered as an advertisement, which of the following conditions should be met?a. The message must be noncommercial.b. There must be a public service announcement included. c. The airtime must be paid for.d. The message must involve the promotion of a product.

Q: Public service announcements (PSAs):a. are a type of advertising that are run by nonprofit organizations. b. are commercial they way that ads are.c. attempt only persuade and not to inform. d. are not paid for like an ad.

Q: KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on WXXY (a local TV station) to promote its annual toy collection. Amazing Ads, a local ad agency, shoots the video and produces a 30-second commercial and Downtown Deli donates sandwiches for volunteers on the days that KidsCause collects, wraps, and distributes toys. In this promotional effort, who is the client?a. Amazing Adsb. Downtown Deli c. WXXYd. KidsCause

Q: Which of the following is true regarding advertising?a. Advertising is a external to the social interaction process.b. Advertising is solely responsible for the increase of product sales. c. Advertising plays a pivotal role in world commerce.d. Advertising is a simple communication process.

Q: Firms have not fully exploited all the opportunities that ____has to offer through communication via devices like smartphones or iPads.a. broadcast mediab. mobile marketingc. personal sellingd. print media

Q: To survive in today's marketplace, contemporary businesses and organizations are strongly focusing on one single conceptcommunication. a. True b. False

Q: Integrated marketing communication lays emphasis on communication, and not on the brand. a. Trueb. False

Q: Social meaning refers to what a product or service means in a societal context. a. Trueb. False

Q: Symbolic value differs from social meaning in that social meaning refers to what a product or services means to an organization in a non-literal way. a. True b. False

Q: When a brand is perceived by consumers as one in which the value of products is lower than its costs, the brand is said to have brand equity. a. True b. False

Q: Advertising is related to the gross domestic product in that it can contribute to levels of overall consumer demand when it helps introduce new products. a. True b. False

Q: Gross domestic product is the measure of the total value of goods and services produced by an organization. a. Trueb. False

Q: Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand. a. True b. False

Q: A latenight television commercial for kitchen appliances urges viewers to respond to the ad. It states, "Call this tollfree number in the next 30 minutes to receive a free cutting board" and assures them that "Operators are on duty." This is an example of direct response advertising. a. True b. False

Q: Primary demand stimulation is likely to have an impact only on those products that have been in the market for a long time. a. True b. False

Q: When an organization creates large-scale demand for its brand, the quantity of product produced is increased which leads to higher unit production costs. a. True b. False

Q: The marketing process is designed to generate revenue for the firm. a. Trueb. False

Q: Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those of its competitors. Cuddles has used external positioning to stand out over its competitors. a. True b. False

Q: The essential task for advertising is to develop a message that is different and unmistakably linked to a company's brand. a. True b. False

Q: Consumers' perceptions can be based on tangible differences or on image and style factors. a. True b. False

Q: Brand equity occurs over a short period of time. a. Trueb. False