Positioning: Creating a Fresh Image in Marketing
How does Subway use the slogan "Eat fresh" to appeal to consumers?
a) Market segmentation
b) Me-too product features
c) Me-too images
d) Positioning
What tool would the public relations staff of a firm likely use to inform employees about meetings and new equipment?
a) An exhibit
b) A bulletin board
c) Viral marketing
d) A news release
How does Talia Inc. utilize customer information to improve its marketing efforts?
a) Cooperative advertising
b) Sampling
c) Forward buying
d) Database marketing
Does the FTC require corrective advertising for deceptive or unfair ads?
a) True
b) False
What characterized the marketing world in the late 1980s and early 1990s in the United States?
a) An aging upper management
b) A growing burden of debt
c) The implementation of affirmative action policies
d) The aging of traditional products and a growth of competition
e) The development of strong consumer trust
Is a sweepstakes based on a chance drawing of entrants' names?
a) True
b) False
Which of the following is NOT considered a non-advertising service?
a) Planning ads
b) Creating trade-show exhibits
c) Performing research
d) Selecting media
e) Creating ads
What is a current trend in advertising?
a) An increased use of commissions by large advertisers
b) The growth of media options
c) A decline in the use of integrated marketing communications
d) An increase in the importance of traditional media
1. Positioning: Creating a Fresh Image in Marketing
Positioning refers to the process of creating an image or perception of a product or brand in the minds of consumers. Subway uses the slogan "Eat fresh" to position itself as a fast food option that offers healthier choices compared to traditional fast food chains. By emphasizing freshness and healthier ingredients, Subway appeals to consumers who prioritize healthy eating habits.
2. Utilizing Internal Communication Tools
A bulletin board is a common tool used by public relations staff to communicate internal information within a company. It allows for centralized communication, where important announcements, such as meeting schedules, construction plans, or updates on new equipment, can be posted for employees to easily access and stay informed.
3. Tailoring Marketing Efforts Through Data Analysis
Database marketing involves collecting and analyzing customer data to segment and target specific customer groups effectively. In this case, Talia Inc. collects information about luxury wants from potential customers through its telemarketing team and stores it in an electronic system. By segmenting customers based on their wants and requirements, Talia Inc. can tailor its marketing efforts to specific groups and better meet their needs.
4. Ensuring Truthful Advertising Practices
The Federal Trade Commission (FTC) has the authority to require corrective advertising when an ad is found to be deceptive or unfair. Corrective advertising aims to correct any misleading information or false claims made in the original advertisement. This ensures that consumers receive accurate and truthful information regarding products or services.
5. Adapting to Market Changes
During the late 1980s and early 1990s, the marketing world in the United States experienced the aging of traditional products, which led to a growth of competition. This means that established products in various industries were reaching maturity, facing competition from newer or innovative alternatives. This shift in the market landscape required companies to adapt their marketing strategies to remain competitive.
6. Promoting Through Chance Drawings
A sweepstakes is a promotional event or contest where participants enter for a chance to win a prize. In a sweepstakes, the winners are typically chosen through a random drawing of entrants' names. It is the element of chance that determines the winners rather than any particular skill or merit.
7. Identifying Non-Advertising Services
Non-advertising services refer to activities related to marketing that do not involve traditional advertising. Creating trade-show exhibits is an example of such a service. Trade-show exhibits are designed to showcase a company's products or services at industry events or exhibitions, allowing businesses to interact directly with potential customers and generate leads.
8. Embracing Media Evolution
In the advertising industry, one current trend is the continuous growth of media options. With the advancement of technology and the rise of digital platforms, advertisers now have an expanding array of media channels to reach their target audiences. This includes social media advertising, influencer marketing, programmatic advertising, and other emerging platforms that offer new opportunities for brands to connect with consumers.