Scenario 10.3 Use the Following to Answer the Questions

question 251

Multiple Choice

Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 10.3. The Pillsbury branding policy is most likely _.

• A) individual branding
• B) family branding
• C) brand extensions
• D) co-branding
• E) brand licensing

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Definitions:

Big Five

A psychological model comprising five broad dimensions used to describe human personality: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

Personality Traits

Enduring characteristics or qualities that define an individual’s behavior in a wide range of circumstances.

Impression Management

The process through which people try to control the perceptions others have of them.

Personal Bonds

The relationships or connections formed between individuals based on trust, affection, or common interests.