For most of the past century Sears enjoyed the success of Craftsman brand tools.Since Sears communicates the brand's durability through advertisements,performance,and guarantees,Craftsman is the leading brand of choice for consumers interested in purchasing tools.Which of the following statements best describes Sears' communication program?
A) Sears created and maintained a long-term communication program about the Craftsman brand
B) Sears created a short-term objective of increasing sales
C) Advertising alone was the strategy for Craftsman's success
D) Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade
E) None of these

Question

Quizplus · Accepted Answer

The statement mentions that Sears has been communicating the durability of the Craftsman brand through advertisements, performance, and guarantees for most of the past century. This suggests that Sears has a long-term communication program in place to promote the brand.

For Most of the Past Century Sears Enjoyed the Success