Chapter 07 – Marketing, Advertising and IMC Planning
76. (p. 181) _____ is the ratio of perceived benefits to the price of the product in a consumer
study.
77. (p. 181-182) Clos du Bois wine pursues an advertising campaign that targets the gay and
lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay
Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine.
