With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?
A) resonance
B) salience
C) imagery
D) performance
E) feelings
E
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The use of budgeting, statistical reports, and performance appraisals to regulate behavior and results is considered a component of
A. market control. B. management audits. C. bureaucratic control. D. financial audits. E. clan control.
On January 1, Year 1, Ballard company purchased a machine for $50,000. On January 1, Year 2, the company spent $18,000 to improve its quality. The machine had a $11,600 salvage value and a 6-year life, which are unchanged. Ballard uses the straight-line method. What is the book value of the machine on December 31, Year 4?
A. $19,200 B. $31,600 C. $10,000 D. $20,000
Which of the following statements is most likely true about account planning?
A. It rarely involves conducting consumer research. B. It restructures an advertiser to improve its image. C. It is a service provided by B2B creative boutiques. D. It bridges the gap between management and creatives. E. It is a method used to benchmark competitors' promotions.
The name "Johnson Garage Doors" cannot be a trademark because a surname is already being used and other people have the right to continue to use the name
a. True b. False Indicate whether the statement is true or false