Question

Reiman Publication publishes a variety of magazines that emphasize values and the old-time ways of living. One of the commitments Reiman made when it first offered its magazines to customers was that its publications would never have any advertising. The Reiman publications are supported by subscriptions and are very successful. This commitment to no advertising clutter is an example of a:

A. distinguishing characteristic
B. comparative advantage
C. core competency
D. brand differentiator
E. risk-aversive policy

Answer 1

Reiman Publication's commitment to no advertising is an example of a brand differentiator (option D), which makes the company stand out in the market and appeals to a certain customer base. This contrasts with the common practice of synergistic advertising prevalent in today's corporate branding strategies.

Step-by-step explanation:

The commitment of Reiman Publication to never include advertising in their magazines is an example of a brand differentiator. Brands use various strategies to stand out in the market, and Reiman's choice to avoid advertising clutter is a distinct approach that separates them from competitors, which often rely heavily on advertising revenue. This policy inherently becomes a unique selling point that may attract consumers who prefer content without the interruption of ads.

In Naomi Klein's 1999 text, No Logo, the author discusses the pervasive nature of corporate branding and advertising. In contrast, Reiman Publication's choice reflects a conscious decision to avoid the negative associations of corporate advertising and align itself with a customer base that values a more traditional reading experience.

This form of corporate identity and strategic marketing strongly contrasts with the synergistic advertising practices where messages are repetitively delivered across multiple platforms, such as the case with Miller beer's integrated branding at stadiums.