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Match of the Following

Question 82

Matching

Match of the following

Premises:

Responses:

Stage in the advertising spiral in which the need for the product is not recognized.

brand vision

A holistic approach developed at Ogilvy & Mather that builds the brand at every point of contact utilizing both traditional advertising and nontraditional means, including direct marketing, public relations, sponsorships, consulting, and promotion.

reminder

These are among the many everyday products in the competitive stage.

advertising spiral

Example of a product in the new pioneering stage: the manufacturer has to educate consumers about what this product can do beyond what it was originally intended to do.

cars, detergents and deodorants

The stage in which a product may be changed by adding a new ingredient or taking out an ingredient in an effort to get consumers to see the product in a new light.

pioneering

Promise the brand makes is the promise it delivers.

new pioneering stage

Seven-step planning process pursued in evaluation of brand's life cycle to ensure long-term growth and brand equity.

Brad Majors

An assessment tool that explains the strengths and weaknesses of brands on measures of stature and vitality.

digital influence

The written work plan for all communications regarding the brand: advertising, public relations, promotion, and so forth.

JWT

This bridge between the insight of planning and the magic of creative innovation is the most powerful connection between the brand and the consumer.

AFG cycle

Significant growth for the entire product category occurs.

competitive stage

The type of advertising used by brands that have reached the retentive stage.

BAV

Expanded version of the life-cycle model, it helps determine which stage or stages a product has reached at a specific time in a specific market and helps in the design of the thrust for that message.

brand equity

Value people place on a brand in comparison to its competitions' brand.

creative brief

Believes brand development is not an inexpensive shortcut in marketing but a long-term investment of time and money that will pay off down the marketing road.

360 degree branding

toothpaste

Premises:

Stage in the advertising spiral in which the need for the product is not recognized.

These are among the many everyday products in the competitive stage.

Example of a product in the new pioneering stage: the manufacturer has to educate consumers about what this product can do beyond what it was originally intended to do.

The stage in which a product may be changed by adding a new ingredient or taking out an ingredient in an effort to get consumers to see the product in a new light.

Promise the brand makes is the promise it delivers.

Seven-step planning process pursued in evaluation of brand's life cycle to ensure long-term growth and brand equity.

An assessment tool that explains the strengths and weaknesses of brands on measures of stature and vitality.

The written work plan for all communications regarding the brand: advertising, public relations, promotion, and so forth.

This bridge between the insight of planning and the magic of creative innovation is the most powerful connection between the brand and the consumer.

Significant growth for the entire product category occurs.

The type of advertising used by brands that have reached the retentive stage.

Value people place on a brand in comparison to its competitions' brand.

Believes brand development is not an inexpensive shortcut in marketing but a long-term investment of time and money that will pay off down the marketing road.

Responses:

brand vision

reminder

advertising spiral

cars, detergents and deodorants

pioneering

new pioneering stage

Brad Majors

digital influence

JWT

AFG cycle

competitive stage

BAV

brand equity

creative brief

360 degree branding

toothpaste

Correct Answer:

Premises:

Responses:

brand vision

reminder

advertising spiral

cars, detergents and deodorants

pioneering

new pioneering stage

Brad Majors

digital influence

JWT

AFG cycle

competitive stage

BAV

brand equity

creative brief

360 degree branding

toothpaste