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In 2007,Cingular Acquired AT&T but Renamed Itself Using AT&T

Question 1

Multiple Choice

In 2007,Cingular acquired AT&T but renamed itself using AT&T.The choice of the name reflected consumers' awareness and recognition of an established brand.To determine how successful it was in making consumers aware of its name change and its new positioning strategy,the firm could have used:


A) zero-based communications planning
B) a benchmark orientation
C) DAGMAR
D) the carryover effect
E) the recency effect

Correct Answer:

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