Marketing Communications Chapter 3: Persuasion
10 Questions
0 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What should effective positioning statements reflect?

  • The brand's market dominance
  • The brand's operational efficiency
  • The brand's competitive advantage (correct)
  • The brand's historical significance

    • Which brand attribute is NOT related to the product features?

  • Price (correct)
  • Size
  • Weight
  • Colour

    • What is the purpose of positioning based on product features?

  • To demonstrate manufacturing processes
  • To highlight the brand's origin
  • To represent a competitive advantage and motivate consumers to purchase (correct)
  • To mislead competitors

    • Which of the following describes user imagery?

    <p>Portrays the brand as synonymous with its users</p> Signup and view all the answers

    What type of need do products fulfilling desires for self-enhancement cater to?

    <p>Symbolic needs</p> Signup and view all the answers

    Which need is addressed by products providing sensory pleasure?

    <p>Experiential needs</p> Signup and view all the answers

    What is a unique aspect of positioning via usage symbolism?

    <p>Depicting the brand in the context of a unique usage situation</p> Signup and view all the answers

    Which category of needs do products addressing consumption-related problems target?

    <p>Functional needs</p> Signup and view all the answers

    What is an example of a product-related attribute?

    <p>Size</p> Signup and view all the answers

    What should positioning statements motivate customers to do?

    <p>Act, particularly towards purchasing</p> Signup and view all the answers

    More Like This

    Interactive Communication and Persuasion Quiz
    9 questions

    Interactive Communication and Persuasion Quiz

    UnmatchedLight avatar
    UnmatchedLight
    Marketing Communications Chapter 3
    10 questions

    Marketing Communications Chapter 3

    AccommodativeJadeite878 avatar
    AccommodativeJadeite878
    Persuasive Advertising: The AIDA Principles
    15 questions

    Persuasive Advertising: The AIDA Principles

    AccomplishedBixbite avatar
    AccomplishedBixbite
    Integrated Marketing Communications Module 4
    41 questions

    Integrated Marketing Communications Module 4

    BrilliantBohrium avatar
    BrilliantBohrium
    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser