Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 12

Construct an illustration to demonstrate your understanding of Equation 7.1. Identify three brands in a product category that is personally relevant. Then specify four "outcomes" (i.e., benefits and detriments) pertinent to that category. Next, assign a numerical value from 1 to 5 to each outcome, where 1 equals "virtually no importance" and 5 equals "extreme importance." Then assign a value from 1 to 5 to represent your beliefs regarding how well each of the three brands satisfies each of the four outcomes. In assigning your beliefs, treat 1 as indicating that the brand performs very poorly on this outcome, 5 as indicating the brand performs extremely well, and 2-through-4 reflecting increasingly positive performance.