In Terms of a Company Generating Buzz About Its Product

question 32

Multiple Choice

In terms of a company generating buzz about its product, research indicates that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

• A) the use of alternative marketing programs.
• B) advertising through traditional channels.
• C) guerilla marketing efforts.
• D) a high level of brand equity.

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Definitions:

Research Material

Resources or data gathered for the purpose of conducting a study or investigation into a specific subject or area.

Specialized Audiences

Specific groups of people with particular interests or knowledge that targeted communications are directed towards.

Procedures Section

In documents such as reports, the section that outlines the steps taken to carry out a project or research, describing the methodology.

Secondary Research

The process of gathering and analyzing existing data from previously completed studies, reports, or available literature.