Figure 11-6 -Figure 11-6 Above Shows the Sequential Process of Building Brand

question 111

Multiple Choice

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.Segment A represents the first step,which is to

• A)create a consumer-brand connection.
• B)develop positive brand awareness.
• C)reward loyal customer behavior.
• D)establish a brand's meaning in the minds of consumers.
• E)elicit the proper consumer responses to a brand's identity and meaning.

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Definitions:

Secondary Audience

Individuals or groups who are not the primary target for a message but who may still receive and interpret it.

Initial Audience

The primary group of people for whom a piece of communication is intended, identified at the beginning of the communication planning process.

Watchdog Audience

An audience that acts as a guardian or overseer, especially in holding institutions accountable for their actions.

Primary Audience

The main group of intended receivers for a particular message or piece of content.