Ch 11: Video Case – Frito Lay: Integrated Marketing Communications – Flashcards

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question
Branding provides a way for a firm to differentiate its product offerings from those of its _____.
answer
competitors
question
Brand awareness measures how many _____ in a market are familiar with the brand.
answer
consumers
question
Doritos' new color scheme and bold logo are part of its _____.
answer
rebranding strategy
question
Frito-Lay's spending on advertising and promotion of Doritos' taste and smell was designed to create _____.
answer
brand associations
question
Consumers' trust for Frito-Lay's brands leads to _____.
answer
brand loyalty
question
The relationship between the benefits and cost of Doritos is called _____.
answer
perceived value
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