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Marketing Strategy Session 3 Quiz

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Questions and Answers

What is a key element in building top-of-mind awareness?

Inconsistent brand positioning
Rarely reminding consumers about the brand
Ad hoc communication strategy
Differentiated brand positioning from competitors (correct)

What does a frequency media strategy aim to achieve?

Decrease consumer engagement
Consistently remind consumers of a unique brand positioning (correct)
Never adapt the message
Highly dependent on the type of product

Why is it difficult to change existing habits of consumers?

Consumers always welcome change in brand usage
Consumers associate brands with specific occasions and moments (correct)
Consumers use brands in a very flexible manner
Consumers do not pay attention to marketing messages

What is NOT a key objective of a frequency strategy mentioned in the text?

Building bottom-of-mind awareness (C) Signup and view all the answers

How does a comms strategy help in building top-of-mind awareness?

By standing out and bringing to life a unique positioning (D) Signup and view all the answers

What should a frequency media strategy do to maintain engagement according to the text?

Refresh the message and adapt it to the moment (A) Signup and view all the answers

What is the purpose of a frequency media strategy in brand positioning?

To constantly remind consumers of a brand's unique position (B) Signup and view all the answers

Which of the following is NOT a key aspect of building top of mind awareness for a brand?

Having sporadic and inconsistent messaging (A) Signup and view all the answers

What is the main focus of a brand positioning statement?

Differentiating the brand and making it unique in consumers' minds (C) Signup and view all the answers

Why are emotional benefits important in building brand meaning?

To create a deeper connection with consumers (B) Signup and view all the answers

What makes a brand positioning distinctive and valid for the long term?

Being based on brand attributes that make it unique (B) Signup and view all the answers

Which key element contributes to consumers making a brand 'their brand' according to the text?

Consistent messaging across all platforms (B) Signup and view all the answers

What is the main objective of a frequency strategy?

To build top of mind awareness (C) Signup and view all the answers

Which of the following is NOT a key to building top of mind awareness?

Using a comms strategy that blends in with competitors (A) Signup and view all the answers

What is unprompted awareness in terms of brand awareness?

Brands that come to mind spontaneously when thinking of a category (B) Signup and view all the answers

How does a frequency strategy contribute to building brand meaning?

By constantly reminding consumers of the brand's unique positioning (C) Signup and view all the answers

Which level of brand awareness involves being the first brand that comes to mind when thinking of a specific category?

Top of Mind Awareness (C) Signup and view all the answers

What is the purpose of a comms strategy in building top of mind awareness?

To stand out and be memorable in consumers' minds (A) Signup and view all the answers

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