A marketing manager asks a subordinate "Can the favourability of the new brand association we just created in our recent ad campaign be reinforced and strengthened over time?" Which of the following delivery criteria used for choosing points-of-difference would be most appropriate to the question asked?
A) communicability
B) sustainability
C) relevance
D) comparisons
E) feasibility

Question

Quizplus · Accepted Answer

The delivery criteria that best addresses the marketing manager's question would be sustainability, as it focuses on the potential for long-term maintenance of a competitive advantage. The manager is interested in whether the new brand association can be reinforced and strengthened over time, which implies a desire for sustainability of the association's positive attributes.

A Marketing Manager Asks a Subordinate "Can the Favourability of the New