In Using the Payout Planning Method of Developing a Marketing

question 145

Multiple Choice

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

• A) in the early years to build brand awareness and brand equity.
• B) in the middle years to build brand equity and brand preference.
• C) in the later years to maintain market share.
• D) when the market share is the lowest.

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Definitions:

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Word inserted into a website’s key-words field to increase the site’s appearance in search engine results.

Trademark

A distinct symbol, motif, or phrase that distinguishes goods or services of a specific origin from those belonging to other entities.

File-Sharing

The practice of distributing or providing access to digital media, such as documents, music, or software, over the internet.

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