Starch Ad Readership Studies use four separate indices to compare an advertisements scores against all ads (1) in the magazine issue, (2) in the same product category, (3) with the same size, and (4) with the same color classification.
a. True
b. False
Indicate whether the statement is true or false
Question 2
The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.
a. positioning statement
b. summary statement
c. constructive process
d. sign
e. symbol
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