Use the Following to Answer the Questions

question 204

Multiple Choice

Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 13.1.If Hanes,a manufacturer of t-shirts,were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front,this would be an example of

• A) a brand-extension.
• B) co-branding.
• C) brand licensing.
• D) individual branding.
• E) fanciful branding.

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Definitions:

Subculture

The culture of groups whose values and norms of behavior are somewhat different from those of the dominant culture.

Media

Channels or systems of communication that disseminate information, entertainment, or promotional materials to the public.

Asia and Latin America

Two geographically diverse regions known for their rich cultures, histories, and significant economic and political developments in the global context.

Nonmaterial Culture

The norms, laws, customs, ideas, and beliefs of a group of people.