Chapter 5—Positioning

Chapter 5—Positioning

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. A brand’s positioning represents the key feature, benefit, or image that it stands for in the target audience’s collective mind.

ANS:  T                    PTS:   1

2. Semiotics is the study of signs and the analysis of meaning-producing events.

ANS:  T                    PTS:   1

3. Meaning is determined solely by the message source’s choice of communication elements.

ANS:  F                    PTS:   1

4. The fundamental concept in semiotics is the sign.

ANS:  T                    PTS:   1

5. Advertising is the only marcom tool that can effectively use signs in the creation of messages.

ANS:  F                    PTS:   1