Reading Comprehension: Application Questions

De Beers' advertisements featuring movie stars are most similar to which of the following marketing efforts?

Incorrect.

[[snippet]]

The jeweler in this example emphasizes the quality of his product but does not link his product with a concept.

Incorrect.

[[snippet]]

The drug company does not associate a concept with its products but shows them to function better than competing products, using the doctor as an 'expert'.

Incorrect.

[[snippet]]

This advertising campaign emphasized a technical feature of the product, its speed, and did not associate it with an abstract concept.

Great job!

[[snippet]]

This example links a product, chocolate, with a concept, luxury, using commercials featuring a symbol of luxury - businessmen.

Incorrect.

[[snippet]]

The advertisements in this example do not link athletics and shoes; the symbol - famous people working or shopping - does not embody the concept of athletics.

A shoe company, famous for associating athletics with its shoes, showed a series of advertisements featuring famous people wearing its shoes while working or going shopping.

A computer corporation seeking to associate youth with its products ran a series of advertisements which showed how much faster its computers are than those of its competition.

A drug company hired a doctor to present research showing its drugs to be more effective than those of its competitors.

A chocolate company trying to connect chocolate with luxury showed commercials in which businessmen enjoy chocolate in their penthouses.

Faced with fierce competition from other jewelry makers, a famous jeweler ran an advertisement emphasizing the fine quality of his products.