Brand Communication Study Guide Questions
Course Introduction
Brand Communication explores the strategies and tools used by organizations to create, convey, and manage their brand identity and message across various media platforms. This course covers the fundamental principles of brand positioning, storytelling, visual and verbal identity, integrated marketing communications, and the role of digital channels in building and sustaining brand relationships with target audiences. Students will analyze real-world case studies, develop brand communication plans, and learn how branding influences consumer perceptions, loyalty, and overall business performance.
Recommended Textbook
M Advertising 3rd Edition by William Arens
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Chapter 1: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) How has the Coca-Cola Company gone about achieving the most basic function of branding?
Answer: The most basic function of branding is to identify products and their sources and to differentiate them from others.Coca-Cola created a clear identity with its distinctive logo and bottle shape.Over the company's history,its advertising has always promoted a common voice and a common theme: "Coca-Cola makes life's relaxing moments even better."
Q2) Our economy is based on the concept of perfect competition. A)True
B)False
Answer: False
Q3) As a social force,advertising has been a major factor in improving the standard of living in the United States. A)True
B)False Answer: True
Q4) A product's USP is the feature that differentiates it from competitive products. A)True
B)False Answer: True
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Chapter 2: The Environment of Advertising
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Q1) When an ad states that chicken soup made with Swanson chicken broth "tastes as good as Grandma's," the advertiser is using puffery.
A)True
B)False
Answer: True
Q2) When the city of Pensacola,Florida,advertises itself as "the perfect place for the perfect Florida vacation," it is using
A) unfair advertising.
B) niche marketing.
C) deceptive advertising.
D) puffery.
E) exploitation.
Answer: D
Q3) The Nutritional Labeling and Education Act (NLEA)sets strict legal definitions for terms such as light and low fat as used in advertising food products.
A)True
B)False
Answer: True
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Chapter 3: The Business of Advertising
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Q1) Many small and lesser-known agencies solicit new business by making cold calls,writing letters,and participating in advertising competitions.
A)True
B)False
Answer: True
Q2) An ad for Benetton shows a full-size photograph of a young woman wearing business casual clothing and looking despondent.The caption says,"Unemployee of the Year." Who is in charge of the photograph portion of the ad,its framing,and the location and appearance of the language in the ad?
A) ad illustrator
B) advertising planner
C) media specialist
D) art director
E) communication specialist
Answer: D
Q3) The incentive system is also called the retainer method.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Targeting and the Marketing Mix
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Sample Questions
Q1) Distinguish between primary demand and selective demand.
Q2) To reach people who love to hunt,markets would most likely use psychographic segmentation.
A)True
B)False
Q3) The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.
A) utility
B) communication
C) distribution
D) product
E) customer
Q4) Purchase occasion is a psychographic variable used to segment consumer markets.
A)True B)False
Q5) Advertisers use NAICS codes to obtain lists of companies for direct mailings.
A)True
B)False
Q6) What is a vertical marketing system?
Q7) What is the basic goal of any positioning strategy?
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Chapter 5: Communication and Consumer Behavior
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Q1) Conditioning theory of learning applies to the simple,basic,and low involvement purchases that consumers make every day.
A)True B)False
Q2) Information in our long-term memory is not stored randomly,but can be thought of as being kept in a ranked system of mental files.
A)True
B)False
Q3) Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue.The element of perception responsible for this interpretation is called A) attitude.
B) learning.
C) motivation.
D) cognition.
E) screening.
Q4) Contrast cognitive learning with conditioned learning.
Q5) What are the three personal processes in the consumer decision process?
Q6) What are three most important interpersonal influences and what do they affect?
Page 7
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Chapter 6: Account Planning and Research
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Q1) What is ethnographic research?
Q2) The three basic research methods used to collect quantitative data are
A) observation, experiment, and survey.
B) observation, simulation, and experiment.
C) role-playing, simulation, and observation.
D) field tests, market tests, and laboratory tests.
E) survey, role-playing, and market tests.
Q3) In comparison to primary data,secondary data
A) are more costly to gather.
B) are always valid even if they are not always reliable.
C) are more time-consuming to gather.
D) availability guarantees the researcher will do a better job.
E) can be gathered from internal sources as well as external sources.
Q4) In the observation method,researchers monitor people's actions.
A)True
B)False
Q5) Effective survey questions must have focus,they must be clear,and they must be brief.
A)True
B)False
Page 8
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Chapter 7: Marketing,Advertising,and Imc Planning
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Q1) The traditional _____ method of developing a marketing plan has four main elements: situation analysis,marketing objectives,marketing strategy,and marketing tactics (or action programs).
A) hierarchical
B) IMC
C) bottom-up
D) top-down
E) functional
Q2) Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription,drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores.Stakeholders receive a(n)_____ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store.
A) planned
B) functional
C) unplanned
D) product
E) service
Q3) What are the four sources of brand messages? Briefly describe each source.
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Chapter 8: Creating Ads: Strategy and Process
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Q1) The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.
A) creative definition
B) informational
C) transactional
D) technical
E) transformational
Q2) According to creativity consultant Roger von Oech,which role in the creative process has to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?
A) Warrior
B) Judge
C) Artist
D) Explorer
E) Evaluator
Q3) Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.
Q4) Many scholars believe styles of thinking fall into two general categories.What are they?
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Chapter 9: Creative Execution: Art and Copy
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Q1) The visual in an advertisement should identify the brand and capture the reader's attention.
A)True
B)False
Q2) _____ copy depends on wordplays,humor,poetry,rhymes,great exaggeration,gags,and other tricks.
A) Narrative
B) Dialogue
C) Humorous
D) Device
E) Contrived
Q3) A headline reads,"Everybody worries about the cost of fuel.Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes.Which of the following has most likely been used in the Falcon ad?
A) institutional copy
B) picture-caption copy
C) straight-sell copy
D) dialogue copy
E) narrative copy
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Chapter 10: Print Advertising
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Q1) What are some of the advantages newspapers offer to advertisers?
Q2) The national rate for advertising in newspapers is usually significantly higher than for local advertising,so many national advertisers have been rejecting the higher rates and taking their business elsewhere.
A)True
B)False
Q3) Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries.It is only sold through subscriptions.Therefore,Pallet Enterprise is an example of a _____ business magazine.
A) flat-circulation
B) paid-circulation
C) controlled-circulation
D) fixed-circulation
E) variable-circulation
Q4) Discuss six benefits an advertiser can receive by incorporating magazine media into the creative mix used for advertising.
Q5) What are some of the disadvantages of magazine advertising?
Q6) List the four major classifications of newspaper advertising.
Q7) What is a short rate? How is it calculated?
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Chapter
Television and Radio
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Q1) The ability to fragment the mass audience is one of the principal benefits of cable television.
A)True
B)False
Q2) What is a strong indicator of the best time to run a radio ad?
A) ROS
B) TAP
C) AQH
D) CPM
E) GRP
Q3) The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its
A) total audience participation (TAP).
B) duplicated audience.
C) AQH persons.
D) cume persons.
E) GRP.
Q4) Define television prime time.
Page 13
Q5) Give the four limitations of advertising through radio.
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Chapter 12: Digital Interactive Media
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Q1) Which of the following made ARPAnet revolutionary?
A) protocols
B) interstitials
C) distributed network
D) centralized network
E) horizontal network
Q2) Which of the following act as brokers for advertisers and websites by pooling hundreds or thousands of web pages together and facilitate advertising across these pages?
A) interstitials
B) cookies
C) ad agencies
D) bloggers
E) ad networks
Q3) What are the main characteristics of sponsored links?
Q4) What benefit does a sponsored short message system (SMS)provide to marketers?
Q5) Describe the drawbacks of digital interactive media for advertisers.
Q6) What are cookies? Why are Internet advertisers so interested in cookies?
Q7) What are computer protocols?
Q8) Who were "keyword entrepreneurs"?
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Chapter 13: Out-Of-Home,Direct-Mail,and Promotional Products
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Q1) What is the most commonly used type of out-of-home media?
A) airport advertising
B) transit advertising
C) bulletin structures
D) on-premise signage
E) street furniture
Q2) What are the three basic components of direct-mail advertising?
Q3) A(n)_____ list is the house list of other direct-mail advertisers.They can be rented with a wide variety of demographic breakdowns.
A) demographic
B) compiled
C) in-house inquiry
D) outsourced inquiry
E) mail-response
Q4) Describe how the daily effective circulation (DEC)and TAB Out of Home Ratings methods measure a showing and what differentiates the two methods.
Q5) Explain five disadvantages associated with outdoor advertising.
Page 15
Q6) Describe the benefit of promotional products based on consumer behavior.
Q7) What is the last mass medium,and why is it called that?
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Chapter 14: Media Planning and Buying
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Q1) The two ways to express _____ are gross impressions and gross rating points.
A) medium delivery power
B) audience perception
C) audience receptivity
D) medium capability
E) message weight
Q2) The brand development index (BDI)is
A) another term for the advertising response curve.
B) based on product category sales in a target market.
C) published annually by the Federal Trade Commission.
D) an indication of the economic forecast for a specific product category.
E) an indication of the sales potential for a particular brand in a specific target market.
Q3) Advertisers should use the same media vehicles that their primary competitors use.
A)True
B)False
Q4) What are the various factors that influence media strategy decisions?
Q5) Six factors are known to increase attention value.List five of these factors.
Q6) What are the two methods to build reach?
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Q1) Which of the following statements about direct marketing is true?
A) Direct marketing is static.
B) Direct marketing is a measurable system of marketing.
C) Direct marketing is often called reminder advertising.
D) Direct marketing does not typically produce feedback.
E) Direct marketing as a form of promotion is ineffective in generating immediate sales.
Q2) Explain the main function of loyalty programs.
Q3) Which of the following is always aimed at stimulating some action or response from its recipient?
A) radio advertising
B) viral marketing
C) direct-response advertising
D) mass marketing
E) aerial advertising
Q4) Direct marketing interaction can take place at any location.
A)True
B)False
Q5) Contrast the two strategies for direct sales and give the benefits of each.
Q6) What advantages does direct marketing enjoy over mass advertising?
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) Which of the following terms refers to internal and external publications such as stockholder reports,newsletters,and dealer publications?
A) promotional announcement
B) corporate blog
C) media bulletin
D) feature article
E) house organ
Q2) When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.
A) public announcements
B) proactive news management
C) reactive news management
D) publicity
E) communications distribution
Q3) How can a sponsoring company measure the results of its relationship building effort?
Q4) What is the goal of community involvement?
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