One reason why television is such an effective medium for ads is ...

[erika]

One reason why television is such an effective medium for ads is because there is an opportunity to present one message via video, and an entirely different message via audio.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Briefly explain the concepts of market segmentation, differentiation, and positioning.

[mcabuhat]

Answer to Question 1

False

Answer to Question 2

Advertising helps a firm implement the important market strategies of market segmentation, differentiation, and positioning.

Market segmentation is the process of breaking down a large and widely varied market (a heterogeneous market) into many smaller sub-markets or segments (homogeneous markets) based on certain consumer characteristics. Underlying the strategy of market segmentation
are the facts that consumers differ in their wants and that the wants of one person can differ under various circumstances.

Differentiation is the process of creating a perceived difference, in the mind of the consumer, between a brand and its competition.The perceived differences can be tangible differences, or they may be based on image or style factors. The critical issue in differentiation is that consumers perceive a difference between brands.

Positioning is the process of designing a brand so that it can occupy a distinct and valued place in the target consumer's mind relative to other brands. This distinctiveness can be communicated through advertising. The importance of positioning can be understood by
recognizing that consumers create a perceptual space in their minds for all the brands they might consider purchasing. A perceptual space is how one brand is seen on any number of dimensionssuch as quality, taste, price, or social display valuein relation to those same dimensions in other brands.