________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

Which of the following statements about brand mantras is true?

________ consumers drank an average of only 14 eight-ounce bottles of Coke in 2012, compared with an average of 241 bottles in Brazil and 745 bottles in Mexico, leading Coca-Cola to announce a $5 billion investment over 2012-2020.

A ________ process recognizes the value of returning to an earlier stage to make improvements before moving forward.

Under which of the following conditions is the reach of media the most important factor in media selection?

According to BrandAsset ® Valuator model, declining brands show ________.

The ________ technique for stimulating creativity lists all the characteristics of an object and then modifies each to try to arrive at a new idea.

When “petroleum” companies such as BP sought to recast themselves as “energy” companies, increasing their research into the oil, coal, nuclear, hydroelectric, and chemical industries, these companies were employing a ________ defense strategy.

Companies that aim to ________ strive to be affordable luxuries.

If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.