10 Questions
What should effective positioning statements reflect?
The brand's competitive advantage
Which brand attribute is NOT related to the product features?
Price
What is the purpose of positioning based on product features?
To represent a competitive advantage and motivate consumers to purchase
Which of the following describes user imagery?
Portrays the brand as synonymous with its users
What type of need do products fulfilling desires for self-enhancement cater to?
Symbolic needs
Which need is addressed by products providing sensory pleasure?
Experiential needs
What is a unique aspect of positioning via usage symbolism?
Depicting the brand in the context of a unique usage situation
Which category of needs do products addressing consumption-related problems target?
Functional needs
What is an example of a product-related attribute?
Size
What should positioning statements motivate customers to do?
Act, particularly towards purchasing
Test your knowledge on persuasion in marketing communications, including the tri-component model of attitudes, consumer response models, and ethical issues in persuasion.
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