Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success-particularly for incumbents to get reelected. If you were a marketing adviser to a challenger for the congressional seat in your district, what would you recommend the candidate do to create brand/name awareness?
What will be an ideal response?
Answers will vary, but the text states, "Marketers create brand awareness through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers through advertising, publicity, or other methods." Students' responses should include some of these.
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The use of desirable consequences to strengthen a particular behavior is called
A. constructive feedback. B. extinction. C. intrinsic motivation. D. positive reinforcement. E. valence.
Comprehensive income includes net income, changes in unrealized investment gains and losses, and other items affecting equity, such as foreign currency translation adjustments
Indicate whether the statement is true or false
Which of the following is most likely to have an unprofessional or part-time buyer who needs more advice and assistance from marketers before and after a sale?
A) a reseller B) a mass producer C) a foreign government D) a state government E) a not-for-profit institution
Functional account expenses are reported by the names of the costs, not the purpose or activity for which expenditures are made
Indicate whether the statement is true or false