Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 26

Figure 2.11 lists the most preferred brands in four categories. Survey 10 individuals who are not in your class and ask them to identify the most preferred brand in the categories of women's apparel, snacks, beverages, and consumer electronics. Tally your results and compare them to Figure 2.11. What similarities and differences do you see From the survey of the 10 individuals, what do you think makes a brand the "most preferred"