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ARE136WI09Q5va - Name Managerial Economics(ARE 136...

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Name:________________________________________ Managerial Economics (ARE) 136 University of California, Davis, Winter 2009 Dr. John H. Constantine Quiz 5 (125 points), Wednesday February 25, 2009 Multiple Choice Questions—(60 points; 10 points each.) 1) An example of usage expansion advertising is ____. a) a soft drink manufacturer who is the first to introduce a five liter plastic bottle b) a manufacturer of baking soda promoting a new use for the product c) a retailer who doubles the promotional budget d) a retailer that was only using newspaper advertising that is now expanding into radio advertising e) a gas station advertising that they are open 24 hours a day 2) Story construction ask consumers: a) to say what they feel. b) show how responses are filtered in the workforce. c) was developed as a web interactive program. d) to tell a story about people depicted in a scene or picture. 3) Making a brand more ____ means enriching the memory trace for a brand such that the brand comes to mind in relevant choice situations.
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