Using events, product placement, and branded entertainment in an ...

[NguyenJ]

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]

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.