89. (p. 284; 285) Spanish vintners want to improve consumers’ perceptions of the sparkling wine they produce which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region champagne and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? A. Testimonials B. Image advertising C. Brand-to-consumer relevance advertising D. Benefit-based positioning E. Refutational appeal 90. (p. 284) Which of the following statements is true about image advertising? A. It is used most often when there are significant functional or performance differences among brands. B. It is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. D. It is most commonly used for business-to-business products. E. It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors. 91. (p. 285) An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit 92. (p. 285) An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo “When it absolutely has to get there use FedEx.” This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit 93. (p. 285) An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson’s birthday celebration. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image 94. (p. 285) Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. brand image D. unique selling proposition E. transformational advertising 95. (p. 286) _____ is the approach to finding a major selling idea can be done on the basis of product attributes price/quality usage or application product users or product class. A. Brand image B. Inherent drama C. Unique selling proposition D. Positioning E. Emotional appeals 96. (p. 286) Which of the following is often the basis of a marketer’s creative strategy when the company has multiple brands competing in the same market? A. Unique selling proposition B. Brand image C. Inherent drama D. Transformational advertising E. Positioning
