Sugar-substitute products have been available for years. The two historically leading brands in this category are Equal (blue package) and Sweet ’N Low (pink package). More recently, a yellow-packaged product named Splenda was introduces. The company that markets this brand claims that is it “made from sugar, so it tastes like sugar.” Using Splenda for illustration, explain the process by which marketing variables can influence consumer to become part of the awareness, trier, and repeater classes for this brand (refer to Figure 3.1).
Answer to relevant QuestionsIdentify several brand logos other than those illustrated in this chapter and indicate why, in your view, these are effective logos. Select a product category of personal interest and analyze the brand names for three competitive brands in that category. Analyze each brand name in terms of the fundamental requirements that were described in the chapter. ...When discussing the criticism that advertising is manipulative, a distinction was made between persuasion efforts of which consumers are cognitively aware and those that fall below their conscious radar screens. First, ...What is your view regarding Anheuser-Busch’s use in the early-to-mid 1990s of humorous TV commercials that portray animated characters Frank and Louie, and an accompanying cast of lizard and frog characters? Is this form ...In your own words, explain how online behavioral targeting works.
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