List and briefly describe the general types of informational appeals
What will be an ideal response?
a. Feature appeals – these appeals focus on the dominant attributes or characteristics of the product or service.
b. Competitive advantage appeals – these ads make either a direct or indirect claim of superiority against a targeted or general class of competitors.
c. Favorable price appeal – in these ads, price is the dominant factor. This approach would obviously not be used by the marketer who is trying to differentiate the product on the basis of a dimension other than price because, in that case, the price is likely to be higher than the competition's.
d. News appeal – these are advertisements in which some kind of announcement about the product dominates the copy.
e. Product or service popularity appeals – in these ads, the copy touts how popular the product is among the target audience.
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Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?
A) sales promotions B) direct marketing C) advertising D) publicity E) interactive marketing
A ________ is a conservative estimate of the expected volume of sales for a business, primarily for making purchasing, production, and cash flow decisions
A) sales budget B) company sales forecast C) sales quota D) company sales potential E) market potential
How can the costs involved in working virtually be considered both an advantage and a disadvantage?
What will be an ideal response?
Ophelia opened a boutique that specializes in creating custom trousseaux for brides. She conceived the idea in her senior year at school, and despite receiving criticism for the idea, she went ahead and opened the boutique. Which entrepreneurial characteristic is highlighted in the given scenario?
A. Self-reliance B. Vision C. Energy D. Conformity