In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:



A. zero-based communications planning.

B. a benchmark orientation.

C. DAGMAR.

D. the carryover effect.

E. the recency effect.



Answer: C


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