During the Internal Search Process for Product Information, a Key

question 137

Multiple Choice

During the internal search process for product information, a key objective for creatives and brand managers is to:

• A)have information readily available to consumers.
• B)make sure the company's brand is part of the consumer's inert set.
• C)have the brand in the person's cognitive map.
• D)make sure the company's brand is part of the consumer's set of potential alternatives.