Ella Had Been Using an Imported Brand of Shampoo for Several

question 59

Multiple Choice

Ella had been using an imported brand of shampoo for several years,but she could no longer find it anywhere.As she was considering what kind of shampoo to try,she was surprised to see ads for Procter & Gamble's Head and Shoulders being promoted as a glamorous health-oriented product.She had always thought of Head & Shoulders as an antidandruff shampoo.The new ads suggest that Head & Shoulders has most likely been

• A) rebranded.
• B) reformulated.
• C) licensed to a premium shampoo manufacturer.
• D) extended as a brand.
• E) co-branded.

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Definitions:

Ad Equivalency Value

A metric used to calculate the worth of non-paid media coverage by comparing it to the cost of equivalent paid advertising space or airtime.

Media Multiplexity

The theory that relationships are maintained over multiple forms of media, each adding a layer of complexity and richness to the interaction.

Social Capital

The networks, relationships, and social interactions that provide individuals and communities with value, facilitating cooperation and benefitting collective and individual actions.

Malcolm Gladwell

An author and journalist known for exploring the intricacies of social sciences through his books and writings.