Lars Wants to Purchase a Gift for a Colleague Whose

question 64

Multiple Choice

Lars wants to purchase a gift for a colleague whose home he will be visiting.He decides to bring luxury chocolates,as he knows most people enjoy them.Although he is not sure about specific products,Lars heads directly for a store selling Godiva Chocolates,because he knows this is a high-end brand.Lars can be said to have

• A) brand recall.
• B) aided recall.
• C) brand preference.
• D) brand image.
• E) brand awareness.

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Definitions:

Portfolio Test

A method used in advertising and marketing to evaluate the effectiveness of different advertisements by presenting them together with other ads to consumers.

Test Ad

An advertisement designed to gauge the responses of targeted consumers before a full-fledged marketing campaign.

Evaluative Scales

Tools used to assess attitudes or preferences by measuring responses along a continuum, such as from strongly agree to strongly disagree.

Limited-Service Agency

A type of agency that offers a restricted range of services, typically specializing in one aspect of advertising or marketing.