Refer to the Following Scenario to Answer the Questions Below

question 118

Multiple Choice

Refer to the following scenario to answer the questions below.
For years,Energizer batteries used the Energizer Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,"The Energizer Bunny keeps going and going and going." Several of the ads were humorous.Viewers could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.In response,Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores,even going so far as to let consumers enter a drawing to take home the bunny that was on top of the battery display.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people dislike batteries that don't last long,and because Energizer batteries lasted much longer than competitors' brands,they decided to feature that idea in the execution of the ads.
-Though humorous,the ads stressed that Energizer batteries last three times longer than competing brands.What is this known as?

• A)intangible characteristics
• B)vampire creativity
• C)association message strategy
• D)positioning
• E)creative platform

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Definitions:

Innate

Existing naturally or by heredity rather than being learned through experience.

Culturally Specific

Pertaining to or exclusively applicable within a certain culture or society, highlighting the role of cultural context in shaping behaviors, practices, and beliefs.

New Guinea

An island in the southwestern Pacific, divided into independent Papua New Guinea and Indonesia's provinces of Papua and West Papua.

Animal's Phenotype

The observable physical or biochemical characteristics of an organism, as determined by both genetic makeup and environmental influences.