Crafting A Desired Positioning Chapter 9 Test Bank Docx - Test Bank | Social Marketing 5th Edition by Nancy R. Lee by Nancy R. Lee. DOCX document preview.
CHAPTER 9 Crafting a Desired Positioning
Type: E
1. What does a Positioning statement describe?
a. How you want your target audience to see, think, know or feel about doing the behavior.
Type: E
2. Write a brief Positioning statement for an effort to influence gardeners to plant native plants.
a. We want gardeners to see native plants as beautiful, lower maintenance and beneficial to wildlife.
Type: E
3. Why is crafting a Positioning statement after identify audience barriers and benefits and prior to developing the 4P strategy?
a. The Positioning statement will highlight either the behavior, barriers , benefits or competition and will be used as inspiration for the 4P strategy.
Type: E
4. Identify the 5 types of Positioning statements and give an example of each one.
a. Behavior-Focused, Barriers-Focused, Benefits-Focused, Competition-Focused, Repositioning. Examples can be hypothetical or ones mentioned in the text.
Type: E
5. For the Marketing Highlight featuring the truth® campaign, what type of positioning is this effort focused on?
a. Competition-focused positioning
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Test Bank | Social Marketing 5th Edition by Nancy R. Lee
By Nancy R. Lee