97. (p. 286) Procter & Gamble markets Zest Safeguard Camay and Lava brands of bar soaps. Zest is a “get-you-started in the morning” soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. A. brand image B. universal selling proposal (USP) C. inherent drama D. positioning E. divestment 98. (p. 286) General Mills has multiple brands of cereal that compete among themselves and with Post Quaker and Kellogg’s brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. A. unique selling proposition B. brand image C. inherent drama D. positioning E. dramatization 99. (p. 286) Aurora Foods Inc. markets Log Cabin Mrs. Butterworth’s and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning 100. (p. 286) Procter & Gamble markets Tide Cheer Gain Dash Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? A. Inherent drama B. Brand image C. Unique selling proposition D. Positioning E. Repositioning 101. (p. 287) According to Advertising Age experts in creative advertising don’t write books or espouse theories. They see advertising as: A. an inherent drama working to offset the reality of social issues. B. an uplifting social force as a way to inspire and entertain. C. the replacement for the 20th century salesperson. D. publicity created through unique selling propositions. 102. (p. 287) With the growth of integrated marketing communications advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: A. offsets the weaknesses associated with storyboard ad design. B. provides opportunities for effective government oversight. C. centralizes American consumer values in a global marketplace. D. engages consumers and enters into a dialogue with them. E. minimizes the risk of offending technology-savvy consumers.
