Match the Following

Question 98

Matching

Match the following.

Premises:

Responses:

This company produces significantly different campaigns but often just tweaks the message or strategy.

80/20 rule

Revamped its media budget and invested in branding subcultures.

verbal similarity

The term, coined by the New York Times, refers to the increasing use of models with racially indeterminate features.

Nike

This global brand does more than sell great products; the name signifies status, glamour, and the myriad intricacies of cool.

Pepsi

Aspect of media strategy that includes consideration of media closing dates, production time, and number of exposures desired.

Honda Civic

This rule reinforces the fact that some market segments consume a disproportionate share of the product.

Generation E.A.

Continuity rather than sameness achieved via type or layout.

Mountain Dew

This company found its successful advertising campaign theme was an oldie but goody after trying some 16 or more others.

pretest

Like some other corporations, it dropped a strong campaign theme only to return to its use.

Ford

Provides a benchmark for the current campaign and helps to determine reasonable goals for future advertising.

push

Helps to encapsulate what is identified with one brand and one brand only.

establishes benchmark

Created a yardstick for specials, forcing competitors into a value mode.

visual similarity

The brand established flexibility through this endless verbal concept.

timing

Helped develop a relationship-centric brand position termed "Where Relationships Thrive."

Burger King

In planning and creating future advertising, this is the purpose of a situation analysis.

Subway

Baby Gap is...