ISC 161 EXAM 2 QUESTIONS AND
ANSWERS
Brand Image Approach - ANSWER-Claim based on psychological differentiation
usually uses symbolism
requires strong customer understanding
usually not based on a direct challenge
must have good knowledge of TA
Positioning Approach - ANSWER-Attempt to build or occupy mental niche in relation
to identified competitor
best way to attack market leader
requires aggressive advertising
Resonance Approach - ANSWER-Attempt to evoke stored experiences or prospects
to give product meaning or significance
best suited to socially visible products
TA first, brand second
Affective Approach - ANSWER-Attempt to provoke involvement or emotion through
ambiguity, humor, etc. w/o a strong selling emphasis
works best if competition is using conventional methods
can backfire if TA doesnt get it
sets you apart using humor/eccentricity to get attention
Difference Between an Appeal and an Execution - ANSWER-Advertising Appeal=
the approach you use to get consumer attention and influence their feelings
Advertising Execution=the way your appeal is presented
Different Types of Informational/Rational Appeals - ANSWER-Focus Appeal=focuses
on particular aspect
Competitive Advantage Appeal
Favorable Price Appeal
News Appeal
Product/Service Popularity Appeal= how people like you more
Executional Types: Animation, Testimonial - ANSWER-Animation= cheaper, more
likely to catch attention
Testimonial=someone who uses product and speaks about it
Executional Types: Slice-of-Life, Story-Telling, Authoritative - ANSWER-Slice-of-
Life=how product fits into TA's life
Story-Telling=telling story to catch attention
Authoritative= spokesperson saying why you should use it
, Executional Types: Demonstration, Fantasy, Informative - ANSWER-
Demonstration=using product, can be boring but also creative
Fantasy= images/messages in fantasy
Informative= basic info about product
Five Questions for Creative Evaluation - ANSWER-1.Does the ad fit the brand's
marketing and communication objectives?
2.Does the ad fit the strategy
3.Is the ad appropriate for the TA?
4.Is the ad clear and convincing?
5.Does the execution overwhelm the message?
Reasons for Sales Promotion Growth - ANSWER-Increased Retailer Power
Declining Brand Loyalty
Consumer Market Fragmentation
Increased Accountability
Increased Promotion Sensitivity
Brand Proliferation
Short-Term Focus
Ways of Measuring Sales Promotion Effectiveness - ANSWER-Brand Awareness
Return on Investment
Lead Generation
Increased Customer Knowledge
Redemption Rates
Incremental Sales
Response Rates
Media Impressions
Retention Rates
Trade Sell-In
Consumer Sales Promotion Goals - ANSWER-Trial
Loading
Purchase Continuity
Consumer Sales Promotion Techniques - ANSWER-Coupons
Special Packaging
Continuity Programs
Refunds/Rebate
Through-The-Mail
Sweepstakes
Sampling
Price-offs=printed on product that price is cheaper
Tie-Ins=multiple brands collaborating
Trade Sales Promotion Goals - ANSWER-Hold/Gain Shelf Space (eye-level/middle
shelf)
Displays (stores pick which to put up)
Featuring (store promotes product in their own ad)
ANSWERS
Brand Image Approach - ANSWER-Claim based on psychological differentiation
usually uses symbolism
requires strong customer understanding
usually not based on a direct challenge
must have good knowledge of TA
Positioning Approach - ANSWER-Attempt to build or occupy mental niche in relation
to identified competitor
best way to attack market leader
requires aggressive advertising
Resonance Approach - ANSWER-Attempt to evoke stored experiences or prospects
to give product meaning or significance
best suited to socially visible products
TA first, brand second
Affective Approach - ANSWER-Attempt to provoke involvement or emotion through
ambiguity, humor, etc. w/o a strong selling emphasis
works best if competition is using conventional methods
can backfire if TA doesnt get it
sets you apart using humor/eccentricity to get attention
Difference Between an Appeal and an Execution - ANSWER-Advertising Appeal=
the approach you use to get consumer attention and influence their feelings
Advertising Execution=the way your appeal is presented
Different Types of Informational/Rational Appeals - ANSWER-Focus Appeal=focuses
on particular aspect
Competitive Advantage Appeal
Favorable Price Appeal
News Appeal
Product/Service Popularity Appeal= how people like you more
Executional Types: Animation, Testimonial - ANSWER-Animation= cheaper, more
likely to catch attention
Testimonial=someone who uses product and speaks about it
Executional Types: Slice-of-Life, Story-Telling, Authoritative - ANSWER-Slice-of-
Life=how product fits into TA's life
Story-Telling=telling story to catch attention
Authoritative= spokesperson saying why you should use it
, Executional Types: Demonstration, Fantasy, Informative - ANSWER-
Demonstration=using product, can be boring but also creative
Fantasy= images/messages in fantasy
Informative= basic info about product
Five Questions for Creative Evaluation - ANSWER-1.Does the ad fit the brand's
marketing and communication objectives?
2.Does the ad fit the strategy
3.Is the ad appropriate for the TA?
4.Is the ad clear and convincing?
5.Does the execution overwhelm the message?
Reasons for Sales Promotion Growth - ANSWER-Increased Retailer Power
Declining Brand Loyalty
Consumer Market Fragmentation
Increased Accountability
Increased Promotion Sensitivity
Brand Proliferation
Short-Term Focus
Ways of Measuring Sales Promotion Effectiveness - ANSWER-Brand Awareness
Return on Investment
Lead Generation
Increased Customer Knowledge
Redemption Rates
Incremental Sales
Response Rates
Media Impressions
Retention Rates
Trade Sell-In
Consumer Sales Promotion Goals - ANSWER-Trial
Loading
Purchase Continuity
Consumer Sales Promotion Techniques - ANSWER-Coupons
Special Packaging
Continuity Programs
Refunds/Rebate
Through-The-Mail
Sweepstakes
Sampling
Price-offs=printed on product that price is cheaper
Tie-Ins=multiple brands collaborating
Trade Sales Promotion Goals - ANSWER-Hold/Gain Shelf Space (eye-level/middle
shelf)
Displays (stores pick which to put up)
Featuring (store promotes product in their own ad)
