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.

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Definitions:

Stock Dividend

A distribution of a corporation's earnings to its shareholders in the form of additional shares, rather than cash.

Total Equity

The residual interest in the assets of a business after deducting liabilities, representing the shareholders' ownership interest.

Retained Earnings

Retained Earnings are the portion of a business's profits not distributed to shareholders as dividends, but kept in the company to reinvest in the business or pay off debt.

Liquidating Dividend

A type of dividend paid by a company to its shareholders out of its capital base, indicating a return of some of the original investment rather than profit.