MKT 3320 Quiz #2 review 1

Question 1

What are the three criteria: Memorability, meaningfulness and likability

Answer 1

Memorability-
1) Easily recognized
2) Easily recalled

Meaningfulness -
1) Descriptive
2) Persuasive

Likability-
1) Fun and interesting
2) Rich visual and verbal imagery
3) Aesthetically pleasing

Question 2

are the marketer’s
offensive strategy and build brand equity