Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking.The store is lit by crystal chandeliers,and there are deep red carpets underfoot.The staff all wear tail-coats.Its ads want customers to associate the store with the royal treatment they will receive when they shop there.This development of a strong,memorable identity is an example of:
A)a universal selling proposition.
B)image advertising.
C)inherent drama.
D)attribute-based positioning.
E)refutational appeal.

Question

Quizplus · Accepted Answer

Fortnum & Mason is creating an image of luxury and elegance through their store design and staff's attire. They want customers to associate shopping at their store with receiving the royal treatment. This type of advertising is known as image advertising, where the focus is on creating a specific image or feeling associated with the brand.

Fortnum & Mason in London Is a Retail Store Committed