iCore Marketing Practice Exam

A word hook is the correct answer because it refers specifically to a memorable catchphrase or tagline that is repeatedly used across different advertisements. This approach helps establish a consistent brand message that resonates with consumers, making it easier for them to recall the brand when they encounter the phrase in various contexts. By anchoring the advertising campaign around a catchy and succinct phrase, brands can enhance recognition and create a lasting impression in consumers' minds.

The other options don't align with the concept of a repeated catchphrase quite in the same way. A character hook typically involves a person or animated figure that embodies the brand but does not inherently consist of a catchphrase. A repeatable theme refers more to overarching ideas that can be adapted across campaigns rather than a specific catchphrase or slogan. A consistent brand layout deals with the visual presentation and design elements of advertisements, which does not primarily focus on verbal hooks.