Marlboro Used a Cowboy to Advertise Its Cigarettes for a Number

question 36

Multiple Choice

Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of:

• A)testimonial advertising execution technique.
• B)demonstration advertising execution technique.
• C)use of personality symbols in the execution of ads.
• D)use of testimonials in the execution of ads.
• E)use of ambassadors in the execution of ads.

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Definitions:

FAB

Features, Advantages, and Benefits; a sales and marketing strategy that outlines a product's features, explains its advantages over competing products, and details the benefits to the customer.

Forecasts

Predictions or estimates of future events or trends, such as sales, weather, or economic conditions, based on analysis of past and present data.

Relationship with Customer

Relationship with customer involves building and maintaining positive and productive interactions between a business and its customers, crucial for retaining and attracting clientele.

Salesperson

An individual who sells products or services to customers, aiming to meet their needs and achieve sales targets.