Jim wants to position his firm against his competitors. In doing so he should
A. never select a competitor in the same neighborhood.
B. avoid making the competitor's product look undesirable.
C. avoid looking too much like the competitor so that he'd confuse the target segment.
D. avoid discussing the strengths of his product so that competitors won't be aware of
his product quality.
E. avoid discussing the weaknesses of his competitors so they won't retaliate.
Julia is driving down Interstate 95 on her way from New England to Florida and sees a
billboard saying "South of the Border Restaurant and Motel is just 100 miles away."
Julia has never heard of South of the Border before. After seeing the sign, she will most
likely need additional exposure to the product before deciding whether to stop at South
of the Border. This is an example of
A. rejection of advertising.
B. subliminal advertising.
C. product underwhelm.