Solved by verified expert :71. The Florida Orange Juice Commission’s advertising
campaign based around the slogan, “It’s not just for breakfast
anymore,” reflected positioning by:
A. product user.
B. use or application.
C. product class.
D. competitor.
E. cultural symbol.
72. Athletic shoes advertised for tennis courts,
running, or for walking are using positioning based on:
A. price/quality.
B. use or application.
C. product class.
D. product user.
E. cultural symbols.
73. To encourage more people to use mass transit, ads
from metropolitan transportation services compare the ease and comfort of
riding mass transit with the difficulties of congested traffic and parking
headaches. These urban bus and subway services are using positioning by:
A. product class.
B. product user.
C. price/quality.
D. product attributes.
E. cultural symbols.
74. Digital cameras, computers, and high-quality
printers are allowing people to take and process their photographs. An owner of
a film-processing store could advertise the benefits of professional photograph
finishing when compared to printer copies, which will fade over time. The
film-processing store could use positioning by:
A. product class.
B. product demographics.
C. product user.
D. competitor.
E. cultural symbol.
75. When Bruce Teilhaber opened his men’s shoe store,
he decided to carry a full line of shoes in the larger, hard-to-find sizes.
Today, his shoe store caters to professional basketball, baseball, and football
players who appreciate the variety and quality of shoes Tielhaber carries and
often order a dozen new pairs in a single visit. The shoe store uses
positioning by:
A. product demographics.
B. cultural symbols.
C. product user.
D. competition.
E. product class.
76. An ad for Gaylord shorts found in Runner’s
World magazine shows how the shorts do not bind and are made of a light
fabric that helps keep the wearer dry and cool. Gaylord is using positioning
by:
A. product user.
B. product demographics.
C. cultural symbol.
D. product class.
E. distribution intensity.
77. Which of the following would constitute a
positioning strategy focusing on the competitor?
A. BMW—”The Ultimate Driving Machine”
B. Red Roof Inns—”Equal Value at a Lower Price”
C. Oneida flatware—”Your Table Is Ready”
D. Coca-Cola—”The Real Thing”
E. Broilmaster grill—”The Most Durable Grill Known to Man”
78. Progresso soup positioned itself as better tasting
and more appropriate to the adult palate to gain a competitive advantage over
Campbell’s soup. Progresso used positioning by:
A. product attributes.
B. cultural symbols.
C. competitor.
D. product user.
E. product class.
79. The use of comparative advertising has become more
and more common. Which of the following positioning strategies does this
reflect?
A. Positioning by product user
B. Positioning by product class
C. Positioning by competitor
D. Positioning by price/quality
E. Positioning by cultural symbol
80. When many frequent travelers think of
Australian-based Quantas Airlines, the first thing that comes to mind is the
koala bear. Because of this strong association, Quantas is receiving the
benefit of positioning by:
A. product class.
B. use/application.
C. cultural symbol.
D. product attribute.
E. competitor.
