Scenario 10-2 National Clothing Retailer, Old Navy Has Been Known for Its

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
-(Scenario 10-2) Old Navy intends to air its comedic advertisements primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen over and over again. Repeated exposure to a particular advertisement is called

A) over-advertising.
B) repetition.
C) brand exposure.
D) brand recognition.

Correct Answer:

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