In 2007,Cingular Acquired AT&T but Renamed Itself as AT&T Itself

question 97

Multiple Choice

In 2007,Cingular acquired AT&T but renamed itself as AT&T itself.The choice of the name reflected consumers' awareness and recognition of an established brand.To determine how successful it was in making consumers aware of its name change and its new positioning strategy,the firm could have used:

• A)zero-based communications planning.
• B)a benchmark orientation.
• C)DAGMAR.
• D)the carryover effect.
• E)the recency effect.

---

Definitions:

Psychodynamic

A psychological perspective that emphasizes unconscious processes and childhood experiences in shaping behaviors and personality.

Learning Theories

Frameworks describing how information is absorbed, processed, and retained during learning.

Bad Memories

Refer to recollections of past events that are negative, distressing, and possibly traumatic, which can impact an individual's emotional well-being.