Marketing Concepts and Strategies

What do cult brands depend upon?

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

What is the meaning of 'in your face marketing'?

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

Which of the following statements is true according to the passage?

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

Cult brand means _________.

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

What is TiVo used for?

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

Which of the following options do we need for attracting today's consumer?

Directions: Read the passage and answer the following question.

The customer of today is different from the one of yesteryears. Today’s customer knows how to avoid marketing efforts directed at him. He has a caller ID on his telephone to block unwanted calls, a spam and popup blocker on his Internet. He even has a TiVo which records his favorite TV programs, minus the advertisements. Traditional branding models using traditional media will no longer work. As someone once said, “How do you become a millionaire?” "Become a billionaire and then buy an airline !” Then someone modified it and said, “buy a newspaper!” With advertising revenues dwindling steadily, traditional media like newspapers, magazines are singing their swan song too, making brand building more challenging.

When Wieden + Kennedy created the ”Just Do It” campaign for Nike, TV and print helped spread the magic of ‘swoosh’ the world over. Today, Nike is finding itself out -of -sync with its target consumers, for they are now tuning into different forms of media . It's more the digital and interactive ones that have got them hooked . Almost all top brands today have started spending less and less on advertising . MacDonald’s has cut its TV ads from 80% to 50%. Samsung, unlike Sony, advertises on TV only during the last six months of the year when sales peak.

Which of the following can be said about brand personality?

Directions: Read the following passage and then answer the question that follows:

Centralisation of power and the structures and procedures flowing out of such an overbearing arrangement have proved to be not only damaging to any work culture that may exist in government departments but have also led to an oppressive network of sycophancy and nepotism. While the focus of decentralization so far has been on the development of local bodies and panchayati raj institutions, little attention has been paid to the need to devolve administrative authority from the national capital.