[2022/2023] 9 Social Marketing Quiz

10 Questions

Attributes or benefits consumers associate with a brand that are not found in competing brands

Associations essential to a legitimate offering within a product category

Negate competitors' unique features

By filling in blanks related to target audience, desired behavior, and brand attributes

To unify and strengthen decision-making across teams

Negating competitors' unique attributes

To highlight unique brand attributes not found elsewhere

Points of parity

Access to ATM machines and online banking services

To unify efforts and strengthen decision-making

Study Notes

Natural yard care practices, such as pulling weeds versus spraying them, can be positioned as ways to ensure the health of children and pets.
Moderate physical activity, like raking leaves and taking the stairs, can be positioned as a manageable part of daily routine.
Reading to children for 20 minutes each night can be positioned as a way to help them succeed in school.

This approach is useful when the target audience finds competitors' offers appealing and the brand's offer is seen as a pain.
Examples include positioning abstinence as postponing sex, rather than "no sex," and highlighting the gross, realistic, and shocking consequences of tobacco use.

Behavior-Focused Positioning: highlights the target adopter behavior, such as preparing for emergencies and disasters in three ways.
Barriers-Focused Positioning: helps overcome or minimize perceived barriers, such as concern about self-efficacy, fear, or high costs, like positioning quit lines as hopeful and encouraging.
Benefit-Focused Positioning: emphasizes the "what's in it for me" factor, such as positioning mammograms as "early detection" for treatment before it spreads.

Marketers focus on creating competitive superiority by highlighting key benefits and costs that will be avoided by adopting the desired behavior.
A positioning statement can be developed by filling in the blanks: "We want [target audience] to see [desired behavior] as [adjectives, descriptive phrases, set of benefits, or why the desired behavior is better than competing behaviors]."

Points of difference are attributes or benefits strongly associated with a brand that cannot be found with a competing brand.
Points of parity are associations considered essential to a legitimate offering within a product or service category, but not unique to the brand.
Competitive points-of-difference positioning might work to negate the competitors' points of difference.

10 Questions