Florida State University ADV 3008 Ch

Florida State University

ADV 3008

Ch. 4 quiz

1)An objective can be thought of as a statement of        

-                              What a company wants to accomplish

-              An ideal which cannot usually be attained

-              A means to an end

-              How a company achieves a goal

2. Objectives     

-              Are developed before the situation analysis

-              Are developed after the situation analysis

-              Are synonymous with strategy

-              Are rarely achieved

3. A DAGMAR objective contains the following four elements   

-              Task/audience/direction/time

-              Duration/audience/time/degree

-                              Task/audience/time/degree

-              Audience/goal/degree/task

4. Specific advertising goals can improve advertising effectiveness because they              

-              Lower the cost of selling

-                              Provide a common goal for the team working on the project

-              Reinvigorate senior management

-              Stimulate short term sales

5. Positioning requires a feature or benefit to be unique and     

-              Brand specific

-              Readily available

-              Easy to communicate

-                              Meaningful

6. As related to advertising, it is often said that perception is      

-              An attribute

-                              Reality

-              Too costly to maintain

-              None of the above

7. You are developing a new positioning strategy for a brand, which is thought of as a dinner food product. Your strategy is designed to get the target to think of it as a lunch product as well. This is an example of which positioning strategy?

-              Price/value

-              Product category

-                              Use/application

-              Attribute

8. Which of the following would not be included in a positioning by attribute strategy for an automobile?

-              Price

-              Warranty

-                              Feeling safe while behind the wheel

-              Passenger seating capacity

9. A price/ value positioning strategy is based on

-              The total price of the product

-                              The perceived value of the product relative to the price

-              How often the product must be purchased

10. The major difference between the product category and competitor positioning strategies is that in the competitor strategy       

-              The price of the product is never mentioned

-              By law, product attributes must be demonstrated

-              Products are positioned for different primary users

-              The brand is positioned relative to specific competitor