Brand Communication Exam Solutions
Course Introduction
Brand Communication explores the theories, strategies, and practical tools used to create and maintain a strong brand identity in todays competitive marketplace. The course covers the fundamentals of brand messaging, visual language, storytelling, and integrated marketing communications across various media platforms. Students will examine how to develop coherent brand strategies, communicate effectively with target audiences, and utilize digital, social, and traditional media channels. Through case studies and hands-on projects, learners will gain insight into managing brand reputation, fostering brand loyalty, and measuring communication effectiveness in both local and global contexts.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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19 Chapters
2850 Verified Questions
2850 Flashcards
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Page 2
Chapter 1: The New World of Marketing Communication
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.
A)True
B)False
Answer: False
Q2) ________ advertising is the most visible type of advertising; it focuses on the development of a long-term brand identity or image.
A)Retail
B)Institutional
C)Brand
D)Nonprofit
E)Public service
Answer: C
Q3) How did increasing literacy rates and increased access to printed materials affect advertising in the Early Age of Print?
Answer: As printed materialsnewspapers, books, and pamphletsbecame more available, the first ads in these media also appeared. Newspaper and magazine ads began appearing in the 1700s.
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Chapter 2: Integrated Brand Communication
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150 Flashcards
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Sample Questions
Q1) Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?
A)advertising
B)sales promotion
C)public relations
D)personal sales
E)customary marketing
Answer: D
Q2) Which of the following is NOT a way advertising adds value to a product?
A)making the product appear more desirable
B)making the product appear more of a status symbol
C)making the product more convenient for consumers to buy
D)providing news and useful information of interest to consumers
E)All of the above are ways advertising adds value to a product.
Answer: C
Q3) What is the difference between a supply chain and a distribution chain?
Answer: A supply chain is made up of suppliers who produce components and ingredients that are sold to a manufacturer; a distribution chain is made up of all the companies that move a finished product from the manufacturer to its buyers.
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Page 4
Chapter 3: Brand Communication and Society
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) All EXCEPT which of the following have governmental authority concerning some form of regulation of advertising?
A)Bureau of Alcohol, Tobacco, and Firearms
B)Federal Communications Commission
C)U.S. Postal Service
D)National Advertising Division
E)Food and Drug Administration
Answer: D
Q2) A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of its sales over the next two months will be donated to local after-school programs for underprivileged youth. This is an example of ________ marketing.
A)cause
B)mission
C)sustainable
D)green
E)integrated
Answer: A
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Page 5
Chapter 4: How Brand Communication Works
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150 Flashcards
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Sample Questions
Q1) Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message?
A)external noise
B)feedback
C)buzz
D)internal noise
E)encoding
Q2) Which of the following is NOT an element of the AIDA model?
A)attention
B)action
C)attitude
D)desire
E)interest
Q3) The key drivers of association are symbolism, conditioned learning, and brand transformation.
A)True
B)False
Q4) Why do marketers value opinion leaders?
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Chapter 5: Segmenting and Targeting the Audience
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) According to the Pareto Rule, 20 percent of the users buy 80 percent of the products.
A)True
B)False
Q2) Family is one of the ________ factors that influence consumer behavior.
A)cultural
B)social
C)personal
D)psychological
E)business
Q3) A ________ is a group of people an individual uses as a model for behavior in specific situations.
A)subgroup
B)social class
C)reference group
D)normal group
E)cohort
Q4) Explain how marketers may be able to reduce postpurchase cognitive dissonance.
Q5) Name and describe the social and cultural influences on consumer decisions and why they are important for advertisers.
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Chapter 6: Strategic Research
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Sample Questions
Q1) ________ research delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information.
A)Secondary
B)Quantitative
C)Qualitative
D)Neural
E)Experimental
Q2) Which of the following statements is true?
A)Primary research can be quantitative or qualitative, but not experimental.
B)Primary research can be quantitative, qualitative, or experimental.
C)Primary research is experimental, not qualitative or quantitative.
D)Primary research is qualitative, not quantitative or experimental.
E)Primary research is quantitative, not qualitative or experimental.
Q3) Secondary research is information that has been collected and published by someone else.
A)True
B)False
Q4) Identify and describe two web sites advertisers can use for research.
Q5) Discuss a major issue that global researchers face.
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Chapter 7: Strategic Planning
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150 Flashcards
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Sample Questions
Q1) ________ are all the ways and places where a person can come into contact with a brand.
A)Target points
B)Contact points
C)IMC points
D)Brand experiences
E)Brand images
Q2) In a SWOT analysis, a(n)________ of a business is a trait, condition, or situation that is perceived as negative.
A)strength
B)weakness
C)opportunity
D)threat
E)leverage
Q3) The objectives at the marketing level tend to be focused on return-on-investment.
A)True
B)False
Q4) Name and describe six of the nine components of a typical communication brief.
Q5) Distinguish between strategic planning, strategies, and tactics.
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Chapter 8: Creative Strategy
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150 Flashcards
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Sample Questions
Q1) When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.
A)informs
B)teaches
C)persuades
D)creates believability
E)resonates
Q2) An advertising agency has a meeting with its client to present the Big Idea for an advertising campaign. What exactly does "Big Idea" mean?
A)It's the art part of advertising.
B)It's the science part of advertising.
C)It's the creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
D)It's the verbal part of advertising that presents the selling premise.
E)It's the visual part of advertising that catches and holds attention.
Q3) Most ads end with a signature of some kind.
A)True
B)False
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Chapter 9: Copywriting
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Sample Questions
Q1) Brochures, pamphlets, and other materials that provide detail about a product, company, or event are known as ________.
A)add-on materials
B)supplemental literature
C)collateral materials
D)overlines
E)underlines
Q2) Jane is interning at an advertising agency for the summer, and she is assisting a television copywriter named Harold. To help her get started, Harold provides her with some general principles that are relevant for most effective television commercials. List three of the principles he could have discussed with her.
Q3) A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?
A)command
B)news announcement
C)association
D)assertion
E)promise
Q4) Compare and contrast copywriting for radio and copywriting for television.
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Chapter 10: Visual Communication
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150 Flashcards
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Sample Questions
Q1) The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.
A)True
B)False
Q2) Saul is taking a sample layout of a new print advertisement to a meeting with the client for approval. This layout is most likely in the ________ stage.
A)thumbnail
B)panel
C)semicomp
D)high-resolution film
E)rough
Q3) A perfume maker wants to create an advertisement that gives consumers the chance to experience a new perfume. The perfume maker should choose to advertise in a magazine rather than in a newspaper.
A)True
B)False
Q4) Print ads with color tend to get more attention than ads without color.
A)True
B)False
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Chapter 11: Media Basics
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150 Flashcards
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Sample Questions
Q1) Which of the following is the result when many types of products are similar?
A)impersonalization
B)interactivity
C)engagement
D)cadence
E)commoditization
Q2) Who implements the media plan?
A)media buyers
B)media researchers
C)media planners
D)media reps
E)media brokers
Q3) The goal of ________ is to intensify customers' active involvement with a brand.
A)advertainment
B)opt-in marketing
C)product placement
D)guerilla marketing
E)experiential marketing
Q4) Give an example of media convergence.
Q5) Explain what is meant by the term media vehicle and give three examples.
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Chapter 12: Traditional Media
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Sample Questions
Q1) Currently, there are six national, over-the-air television networks in the United States: ABC, CBS, NBC, Fox, WB, and UPN.
A)True
B)False
Q2) Aperture refers to knowing which of the following?
A)when the largest audience is listening to a program
B)when the target audience is most likely to be listening and responsive
C)when the largest audience is engaged in a program
D)when an advertisement is most likely to break through the clutter
E)when a product does not need to be visually demonstrated
Q3) Which is the largest category of radio advertising revenues?
A)network
B)national spot
C)local
D)satellite
E)web
Q4) What advantages do the Yellow Pages bring to consumers and sellers?
Q5) Radio is a highly segmented medium.
A)True
B)False
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Chapter 13: Digital Media
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150 Flashcards
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Sample Questions
Q1) Explain what is meant by the term re-commerce, and give one example of re-commerce.
Q2) You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the ad, you move from eHow to a Febreze website. You have clicked on a
A)widget
B)pop-under
C)mini-site
D)pop-up
E)banner ad
Q3) Explain why advertisers are interested in social games and virtual communities, such as FarmVille and Second Life.
Q4) Because of easy searching, Internet users have access to a wealth of information, not only about brands and companies, but also about trends, future developments, and product reviews.
A)True
B)False
Q5) Discuss the advantages and disadvantages of Internet advertising.
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) Which concept refers to adding frequency to reach until reaching a level where people respond?
A)aperture reach
B)carryover
C)average frequency
D)frequency distribution
E)effective frequency
Q2) The period of time during which there is no advertising during a flighting schedule is called a ________.
A)flight
B)pulse
C)down time
D)carryover
E)hiatus
Q3) Calculate the cost per thousand (CPM)for CSI, the Detroit News, and WJBR, respectively.
Q4) Calculate the total gross rating points (Total GRPs).
Q5) Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.
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Chapter 15: Public Relations
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Sample Questions
Q1) The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
A)influence government regulations on pork
B)gain financial support for pork producers
C)create newsworthy information about pork
D)maintain relationships with pork producers
E)repositioning pork
Q2) What do companies provide to the media that contains all the important background information, either before members of the press arrive or when they arrive at a press conference?
A)media kit
B)collateral material
C)video news release (VNR)
D)pitch letter
E)feature story
Q3) Discuss how advertising can be used as a public relations tool.
Q4) Identify the public relations tool used for Tony's birthday celebration.
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Chapter 16: Direct-Response
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150 Flashcards
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Sample Questions
Q1) Barbara is the owner of a gift shop and is considering developing a catalog to increase her sales. Although there are several advantages of using catalogs, there are also some limitations. Discuss the limitations of catalogs that Barbara needs to be aware of.
Q2) Combining direct-mail lists is known as ________.
A)purging
B)merging
C)mining
D)sourcing
E)converting
Q3) During the ________ step in the direct marketing process, the DMC message must make it as easy as possible for customers to respond.
A)objectives/strategy
B)offer
C)response/order
D)fulfillment
E)relationship building
Q4) Direct marketing is the model for e-commerce.
A)True
B)False
Page 18
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Chapter 17: Promotions
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Sample Questions
Q1) Which of the following is NOT a type of trade promotion?
A)point-of-purchase displays
B)retailer kits
C)contests
D)trade shows and exhibits
E)coupons
Q2) The media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability is categorized as
A)advertising
B)public relations
C)sales promotion
D)personal selling
E)event sponsorship
Q3) Sales promotion not only targets consumers, but intermediaries and sales representatives as well.
A)True
B)False
Q4) Name and describe the five types of trade promotions.
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Chapter 18: The Imc Umbrella
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Sample Questions
Q1) In which type of culture can the message be understood as it stands, without context?
A)applied-context culture
B)basic-context culture
C)high-context culture
D)low-context culture
E)group-based culture
Q2) Howard Computers is targeting hospitals for its new "Medicart" portable computer cart that allows for tracking of medication dispensing right at the patient's bedside. If Howard wants a list of the publications that purchasing agents in hospitals use in order to know which publications to advertise in, which of the following should Howard use?
A)NAICS codes
B)census data
C)trade directories
D)hospital directories
E)RADAR codes
Q3) Who did Honda target with its advertising campaign and what did the market want from an SUV, as described in the chapter's opening vignette?
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20
Chapter 19: Evaluation of Effectiveness
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Sample Questions
Q1) You received a phone call one evening from a research company asking about your television viewing the night before. After confirming that you did watch the program, the researcher then asked you, "Do you remember seeing a commercial for any fast food restaurants?" You didn't remember any, so then she asked you, "Do you remember seeing a commercial for Wendy's?" Once she said that, you did remember seeing a Wendy's commercial. What type of question got you to remember seeing the ad?
A)recognition
B)unaided recall
C)aided recall
D)unprompted recall
E)prompted recall
Q2) A group of commercials that includes the test commercial, competitors' commercials, and other ads as well is called a(n)________.
A)animatic
B)commercial sort
C)picture sort
D)clutter reel
E)key concept reel
Q3) Discuss the use of scanners and scanner research.
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Page 21