The Use of the Gecko Lizard in the Geico Direct

question 35

Multiple Choice

The use of the gecko lizard in the Geico Direct insurance company commercials indicates a positioning strategy based on:

• A)price/quality
• B)use or application
• C)cultural symbol
• D)product class
• E)distribution intensity

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Definitions:

Hard-Driving

Exhibiting or characterized by aggressive, energetic effort or activity, often in pursuit of a goal.

Type B Personalities

Refers to a personality type characterized by a relaxed, patient, and easy-going nature.

Relaxed

A state of being free from tension and anxiety.

Easygoing

A personality trait characterized by a relaxed, stress-free approach to life and an adaptable, non-confrontational attitude.