Author Question: Using events, product placement, and branded entertainment in an IBP makes the rules for its success ... (Read 61 times)

NguyenJ

  • Hero Member
  • *****
  • Posts: 516
Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

What is a value proposition? Explain why it is usefuleven criticalto an organization, to its brand, to its team, and
  to its target audience.



Meganchabluk

  • Sr. Member
  • ****
  • Posts: 301
Answer to Question 1

False

Answer to Question 2

A value proposition is a statement of the functional, emotional, and self-expressive benefits offered by the brand. It acts as the basis for brand choice and customer loyalty, which is critical to the ongoing success of a firm.
The value proposition offers a way to capture the full record of a brand and all of its characteristics and benefits. It also provides a foundation and structure that will maintain this information as new members join the team and work on new promotional efforts for the brand. It is basically a way to capture the brand strategy on paper. It makes things crystal clear about what is believed and known about the brand. That
way, everyone on the team can share this clear set of values, benefits, and other pieces of information related to the brand.
But more important, the value proposition is what keeps the brand consistent in the eyes of the target market. It consolidates all the customer benefits offered by a product, and reminds consumers of these benefits.
Over time, different aspects can be built into the value proposition. Well-established benefits reinforce one another, and new benefits are added to current ones. Some brands -- national brands, and especially global brands -- are very involved and complex, with long histories and decades of marketing efforts. They may now involve branded entertainment, product placement, mobile marketing, online advertising, or other relatively new promotional formats. The value proposition for these products is even more important in order to keep all brand information clear and consistent throughout all promotional efforts.



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
 

Did you know?

Although puberty usually occurs in the early teenage years, the world's youngest parents were two Chinese children who had their first baby when they were 8 and 9 years of age.

Did you know?

To maintain good kidney function, you should drink at least 3 quarts of water daily. Water dilutes urine and helps prevent concentrations of salts and minerals that can lead to kidney stone formation. Chronic dehydration is a major contributor to the development of kidney stones.

Did you know?

Persons who overdose with cardiac glycosides have a better chance of overall survival if they can survive the first 24 hours after the overdose.

Did you know?

The Centers for Disease Control and Prevention has released reports detailing the deaths of infants (younger than 1 year of age) who died after being given cold and cough medications. This underscores the importance of educating parents that children younger than 2 years of age should never be given over-the-counter cold and cough medications without consulting their physicians.

Did you know?

The most dangerous mercury compound, dimethyl mercury, is so toxic that even a few microliters spilled on the skin can cause death. Mercury has been shown to accumulate in higher amounts in the following types of fish than other types: swordfish, shark, mackerel, tilefish, crab, and tuna.

For a complete list of videos, visit our video library