AT&T's Business Campaign Not Only Helped to Change Public Perceptions

question 143

Multiple Choice

AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?

• A) choosing the right moment to capture employees' attention and imagination
• B) furnishing energizing and informative internal communication
• C) bringing the brand alive for employees
• D) linking internal and external marketing
• E) understanding how brand communities work

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Definitions:

Validity

The quality of being logically or factually sound; in logic, it refers to an argument where the conclusion logically follows from the premises.

Validity Rules

Refer to the principles or criteria used to determine whether arguments or reasoning processes are logically sound.

Fallacy

A flawed argument that uses poor reasoning or logical errors.

Major Premise

The first principle or statement in a deductive argument from which a conclusion is derived.