When Tommy Hilfiger Was an Unknown Brand, Advertising Announced His

question 45

Multiple Choice

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

• A) relying on the product descriptor
• B) focusing on reliability
• C) comparing to exemplars
• D) announcing category benefits
• E) identifying counter examples

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Definitions:

Cooperation

A process where individuals or groups work together towards a common goal, often beneficial to all parties involved.

Folkways

The least important norms and violating them evokes the least severe punishment.

Mores

Core norms that most people believe are essential for the survival of their group or society.

Laws

The system of rules created and enforced through social or governmental institutions to regulate behavior, ensuring order, safety, and justice within a society.