On a cost per thousand basis, direct mail is less expensive than ...

[CQXA]

On a cost per thousand basis, direct mail is less expensive than other media.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

List the four requirements for a good brand name, and discuss how some brands succeed while appearing to be entirely at odds with the rules for creating good brand names.

[Shshxj]

Answer to Question 1

False

Answer to Question 2

Brand names should satisfy four fundamental requirements:
1 . Distinguish the brand from competitive offerings.
2 . Facilitate consumer learning of brand associations.
3 . Achieve compatibility with a brand's desired image and with its product design or packaging.
4 . Be memorable and easy to pronounce.
Some brands succeed even though they are exceptions to these rules. For example, some brands become successful in spite of their names. The first brand in a new product category can achieve tremendous success regardless of its name if the brand offers customers distinct advantages over alternative solutions to their problems. Sometimes, brand managers intentionally select names that, at inception, are virtually meaningless. The empty-vessel philosophy implies that when a name does not have much preexisting meaning, subsequent communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories.

[CQXA]

Gracias!

[AmberC1996]

Excellent