For Most of the Past Century Sears Enjoyed the Success

question 49

Multiple Choice

For most of the past century Sears enjoyed the success of Craftsman brand tools. Since Sears communicates the brand's durability through advertisements, performance, and guarantees, Craftsman is the leading brand of choice for consumers interested in purchasing tools. Which of the following statements best describes Sears'
Communication program?

• A) Sears created a short-term objective of increasing sales
• B) Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade
• C) Advertising alone was the strategy for Craftsman's success
• D) Sears created and maintained a long-term communication program about the Craftsman brand
• E) None of these