There Are Three Main Ways That a Brand's Category Membership

question 78

Multiple Choice

There are three main ways that a brand's category membership can be conveyed. Which of those ways is applicable in the following situation: Tums claims to have the most acid-reducing components of any antacid?

• A) announcing category benefits
• B) comparing to exemplars
• C) focusing on reliability
• D) relying on the product descriptor
• E) persuasion based on believability

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Definitions:

Fraternity Pin

A symbolic badge or pin worn by members of a fraternity that represents their membership and the values of the organization.

Aggregation

The process of combining multiple items or data points into a single group or category for analysis or reporting purposes.

Acculturation

The process of cultural change and psychological adjustment that occurs when individuals from different cultures come into prolonged contact.

Profane Consumption

The use or purchase of products or services in a manner that is considered disrespectful to cultural, religious, or moral norms.