Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

a) Letter of transmittal b) Letter of certification c) Signed research proposal d) Letter of authorization

An ad for Lake of Bays deli cheese shows someone's hands building a sandwich using generous portions of Land of Bays brand cheese. Which executional style is being used in this ad?

a. slice of life b. fantasy c. mood or image d. demonstration