Question 1

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 statement describes how Luce's Juices is using the big idea of "Tastefully Nutritious" to appeal to customers by providing a rational premise - that their juices are a good way to get vitamins and minerals while also tasting good.

Question 2

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 3

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

Accepted Answer

Before taking a big idea to a foreign market, it is essential to conduct thorough research to understand the market, competition, cultural differences, regulatory environment, and consumer behavior. This research will help create a solid foundation to develop a successful entry strategy and avoid costly mistakes.

Question 4

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

Accepted Answer

A positioning statement is a statement created by a company to establish a unique image and place in the minds of its target market, and it is typically used in advertising or marketing. It is not a non-paid message found in a news article.

Question 5

Company sponsorships of sporting and cultural events are one of the fastest growing types of promotion.

Accepted Answer

This statement is true. According to various market research reports, company sponsorships of sporting and cultural events have experienced a steady increase in recent years and are considered to be one of the most effective forms of promotion.

Question 6

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

Accepted Answer

DeBeers had to adapt their marketing strategy in Japan, emphasizing the diamond engagement ring as a symbol of modern Western values, which was not a traditional practice in Japan before their campaign.

Question 7

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 8

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 9

Studies have shown that advergaming can increase brand awareness more than a good commercial television campaign.

Accepted Answer

Advergaming is an effective marketing strategy as it engages the audience in a fun and interactive way, leaving a lasting impression. Studies have found that advergames can increase brand awareness, recall, and purchase intent more effectively than traditional advertising methods such as TV commercials.

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 that clearly communicate their brand message to consumers and have contributed to their success in the market.

Question 11

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

This statement is true. Integrated marketing communication involves coordinating consistent messaging across all communication channels to create a unified brand experience for the customer. By paying attention to the Saturn website, ads in magazines and on television, and visiting a dealership, Lisa is likely to receive different messages. The goal of integrated marketing communication is to ensure these messages are coordinated and consistent, so the customer has a smoother buying experience.

Question 12

Buzz marketing is paid advertising for product promotion.

Accepted Answer

Buzz marketing is a form of viral marketing that relies on creating excitement and interest around a product or brand through word-of-mouth, social media, and other non-traditional marketing strategies. It is not a form of paid advertising, as the goal is to encourage consumers to talk about the product on their own.

Question 13

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

Accepted Answer

A big idea in promotion needs to be meaningful in order to establish a connection with the audience, distinctive in order to stand out from competitors, and believable in order to gain the trust of potential consumers.

Question 14

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

Accepted Answer

Big ideas can be based on either rational or emotional factors or sometimes a combination of both.

Question 15

SEO involves taking specific steps to ensure that your website appears high on the list when customers look for your product or service via an Internet search engine such as Google.

Accepted Answer

SEO (Search Engine Optimization) is the process of optimizing your website to improve its ranking on search engine results pages, which involves taking specific steps to ensure that your website appears high on the list when customers look for your product or service via an Internet search engine such as Google.

Question 16

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

Accepted Answer

A positioning statement is a critical component of the creative development process, and it is typically created at the beginning of the process. The statement helps to guide the development of marketing strategies and messaging by outlining how a brand or product is positioned within the market and what unique value it offers to customers.

Question 17

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

Accepted Answer

While humorous ads can be effective and entertaining, they do carry some risks. For example, if the humor is perceived as offensive or in poor taste, it can backfire and harm the company's reputation. Additionally, humor can sometimes overshadow the actual product or message being advertised, leading to confusion or a lack of brand recognition.

Question 18

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

Advergaming refers to the practice of using video games to advertise a product, brand, or service, not sweepstakes or promotional games like McDonald's Monopoly.

Question 19

Sales promotion uses short-term programs to stimulate immediate consumer purchases.

Accepted Answer

This statement is true. Sales promotion techniques, such as coupons, discounts, and limited-time offers, are designed to encourage customers to make immediate purchases.

Question 20

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

Accepted Answer

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

Quiz 11: Product and Promotion: Creating and Communicating Value