In advertising, the goal is to sell the _____, not the _____ of a product
a. benefits; attributes
b. characteristics; appeals
c. values; traits
d. competitive edge; virtues
e. differential advantage; properties
A
A well-known rule of thumb in advertising is "Sell the sizzle, not the steak."
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The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company. When assessing new-product ideas, they look for all of the following except:
A) synergy with existing Virgin products. B) pricing and return on investment. C) marketing opportunities. D) if the idea "uses or abuses" the Virgin brand. E) aesthetic attributes of competitors products.
The process of turning a creative idea into a useful product, service, or method of operation is called ________
A) production B) vision C) innovation D) creativity E) processing