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Author Question: The second step of the package design process is to _____. a. determine communication priorities b. ... (Read 149 times)

darbym82

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on: Jun 28, 2018
The second step of the package design process is to _____.
 a. determine communication priorities
  b. conduct a product category analysis
  c. specify brand-positioning objectives
  d. perform a competitive analysis
  e. identify salient brand attributes/benefits

Question 2

Which of the following statements is FALSE concerning comparative advertising?
 a. Comparative ads work best when receivers are not under high levels of involvement and thus not paying close attention to the ad.
  b. Indirect comparative ads are better than direct comparative ads at positioning a brand as superior to all brands in the category.
  c. Direct comparative ad are more effective than indirect comparative ads in positioning a brand as superior to a specific competitive brand.
  d. Comparative advertisements are evaluated less favorably by people holding a prior preference for the comparison brand.
  e. Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.


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b614102004

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Reply #1 on: Jun 28, 2018
Answer to Question 1

b

Answer to Question 2

a


darbym82

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Reply 2 on: Jun 28, 2018
Thanks for the timely response, appreciate it

aruss1303

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Reply 3 on: Yesterday
Excellent

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