Which of the Following Is NOT a Step in the Planning

question 25

Multiple Choice

Which of the following is NOT a step in the planning process for building strong brand equity in marketing communications plans?

• A)creative brief
• B)brand equity probe
• C)brand equity assessment
• D)strategic options and recommended plan
• E)brand equity audit

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Definitions:

Subjective Approach

A method based on personal opinions, interpretations, points of view, emotions and judgment.

Cost of Capital

The minimum return rate that a company needs to achieve on its investment initiatives to preserve its market valuation and draw in capital.

Risk Level

A measure of the degree of uncertainty and/or potential financial loss inherent in an investment decision.

Dividend Growth Model

A method for valuing the price of a stock by using predicted dividends and discounting them back to present value.