Brand Communication
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Course Introduction
Brand Communication explores the strategies, tools, and processes organizations use to create, convey, and manage brand messages across various media and stakeholder audiences. This course examines how effective brand communication builds awareness, shapes perceptions, and fosters customer loyalty, emphasizing integration across digital, social, print, and experiential channels. Students learn about the role of storytelling, visual identity, message consistency, and audience analysis in brand campaigns, while also analyzing case studies and developing practical skills in crafting compelling brand narratives and communication plans.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Which of the following describes a limitation associated with the decentralized organizational structure for advertising?
A)Brand managers are often overqualified and want too much input into advertising.
B)Brand managers are typically highly experienced in advertising and understand exactly what advertising can do for a brand.
C)Brand managers do not devote enough attention to short-term planning and administrative tasks.
D)Brand managers often end up competing for management attention,marketing budgets,and other resources.
E)With their reliance on intuition,brand managers often jeopardize the creative activities of the advertising agency.
Answer: D
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3
Chapter 2: Perspectives on Consumer Behavior
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Q1) The slogan of Bata,an Indian shoe brand,is 'The World at your feet.' Bata is focusing on satisfying which of the following need of the consumers?
A)Physiological
B)Social
C)Safety
D)Esteem
E)Self Actualization
Answer: D
Q2) _____ occurs when consumer's expectations are either met or exceeded.
A)Cognitive Dissonance
B)Satisfaction
C)Dissatisfaction
D)Shaping
E)Post purchase evaluation
Answer: B
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Chapter 3: The Communication Process
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Q1) Putting thoughts,ideas or information together in symbolic form is called:
A)encoding.
B)deciphering.
C)shaping.
D)flighting.
E)decoding.
Answer: A
Q2) Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program.Kasey thinks to himself,"Yep,it sure does work.I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a:
A)source derogation.
B)source bolster.
C)counterargument.
D)support argument.
E)ad executive thought.
Answer: D
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Page 5
Chapter 4: Source, Message, and Channel Factors
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Q1) Message sidedness,order of presentation,and refutation are all related to which communication variable?
A)channel
B)source
C)message structure
D)receiver
E)emotional appeals
Q2) Which of the following statements is true about source power?
A)It can never be used in nonpersonal selling situations.
B)It is most effective in nonpersonal selling situations.
C)Persuasion induced through compliance is always long-term.
D)Perceived scrutiny is an important factor of source power.
E)Power as a source characteristic is very easy to apply in a nonpersonal influence situations.
Q3) The source characteristic of attractiveness encompasses:
A)power,expertise,and recognizability.
B)similarity,likeability,and familiarity.
C)comfort,recognizability,and beauty.
D)beauty,familiarity,and recognizability.
E)expertise,familiarity,and comfort.
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:
A)inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.
B)requires that speculative presentations be created and used to set benchmark measures.
C)is only successful if it produces the desired sales results.
D)does not provide any type of communication guidelines.
E)is too concerned with qualitative assessments of the finished campaign.
Q2) Which of the following is an example of a budgeting allocation method that uses a build-up approach?
A)ROI
B)competitive parity
C)objective and task
D)arbitrary allocation
E)percentage of sales
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Chapter 6: Creative Strategy: Planning and Development
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Q1) According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency,a creative advertising message is built around:
A)an unique selling plan (USP).
B)a strong brand image.
C)a power idea or a creative core.
D)the slice-of-life concept.
E)dramatization.
Q2) Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before starting to develop creative ideas,Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf.These activities are part of which step of the creative process?
A)preparation
B)incubation
C)illumination
D)verification
E)revision
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:
A)a problem-solution execution.
B)slice-of-death advertising.
C)slice-of-life advertising.
D)a response-stimuli execution.
E)informational advertising.
Q2) An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?
A)Comparison
B)Demonstration
C)Scientific evidence
D)Straight-sell
E)Testimonial
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Chapter 8: Media Planning and Strategy
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Q1) To calculate gross ratings points (GRPs),you will need to:
A)multiply reach times frequency.
B)divide reach times frequency by costs.
C)multiply cost per thousand (CPM)times average frequency.
D)divide average frequency by costs.
E)add reach and frequency and divide by cost per thousand (CPM).
Q2) Unduplicated reach is:
A)average reach multiplied by average frequency.
B)duplicated reach plus total reach.
C)total market coverage less duplicated reach.
D)reach multiplied by frequency.
E)total reach less duplicated reach.
Q3) In order to compare the relative costs between two print media,an advertiser needs to use:
A)reach.
B)frequency.
C)gross rating point (GRPs).
D)cost per thousand (CPM).
E)brand development index (BDI).
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Chapter 9: Evaluation of Media: Television and Radio
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Q1) For advertisers,the _____ is one disadvantage of cable television as compared to network television.
A)lack of penetration
B)lack of flexibility
C)lack of selectivity
D)cost-ineffectiveness
E)limitations on the length of commercials
Q2) Which of the following statements about the length of television commercials is true?
A)Commercials have become longer as the demand for broadcast time dwindles.
B)Commercial length is increasing and 60-second spots will become dominant by the end of the decade.
C)Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.
D)Commercial length is increasing as the cost of ad space decreases.
E)The number of 60-second commercials has declined due to the networks' desire to sell more ads and restrict clutter.
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11
Chapter 10: Evaluation of Print Media
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Q1) Newspapers generally offer more _____ than any other medium except for direct mail.
A)demographic selectivity
B)geographic selectivity
C)color advertising
D)permanence
E)creative options
Q2) A(n)_____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.
A)split run
B)overrun
C)gatefold
D)bleed page
E)day-after-recall
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Chapter 11: Support Media
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Q1) Which of the following is an example of a disadvantage of promotional products marketing?
A)High cost per repeat exposure
B)Low level of selectivity
C)Low level of frequency
D)Inability to supplement other media
E)Longer lead times
Q2) The advertisements that are placed above the seats and luggage area in a commuter bus advertising restaurants,TV or radio stations,or a myriad of other products and services are known as:
A)aerial ads.
B)in-store ads.
C)terminal posters.
D)inside cards.
E)mobile ads.
Q3) Increase in the number of women in the workforce has led to the increased popularity of transit media.
A)True
B)False
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Page 13
Chapter 12: Direct Marketing
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Q1) Which of the following statements is true about direct marketing?
A)Direct marketing is suitable only for consumer-to-consumer advertising.
B)Direct response media includes interactive TV and print media.
C)Direct marketing is not popular among industrial marketers.
D)Direct marketing as a promotional media is suitable only for small retailers.
E)Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.
Q2) DMA,in relation to direct marketing activities,stands for:
A)Direct Marketing Advertising.
B)Direct Mail Ads.
C)Database Marketing Advertisements
D)Direct Marketing Association
E)Direct Marketing Agency
Q3) Adding a(n)_____ to a direct mailer has proved to increase response rates.
A)contest
B)promotional product
C)informercial
D)needledrop
E)sweeps period
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Page 14
Chapter 13: The Internet and Interactive Media
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Q1) Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.
A)True
B)False
Q2) A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www.GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons.The connecting of buyers and sellers is one way the Internet performs _____ activity.
A)direct marketing
B)personal selling
C)television advertising
D)public relations
E)sales promotions
Q3) _____ include all the content that is created in flash.
A)Banner ads
B)Links
C)Interstitials
D)Rich media
E)Paid searches
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Page 15
Chapter 14: Sales Promotion
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Sample Questions
Q1) How are marketers responding to the fragmentation of the consumer market?
A)They are using more direct selling to make event sponsorship more successful.
B)They are using less direct marketing.
C)They are using more sales promotions that are tied to local events.
D)They are employing clipping services to determine the effectiveness of their press releases.
E)They have basically ignored the fragmentation of the consumer market and continued doing business as usual.
Q2) Intel and several different manufacturers of personal computers have joined to create and sponsor ads that promote both the computer and the microprocessor by sharing the cost of advertising.Intel and the PC manufacturers are using:
A)cooperative advertising.
B)forward promotion.
C)dyadic communications.
D)comparative advertising.
E)diverting.
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) While still seeking the objective of portraying an image for the company or organization,_____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself.
A)advocacy advertising
B)publicity
C)a sponsorship
D)public relations advertising
E)image advertising
Q2) Publicity is usually perceived as being sponsored by the company.
A)True
B)False
Q3) When a right to a public relations effort (such as a particular story)is offered to one particular medium since the medium reaches a substantial number of people in the target audience,it is known as a(n)____.
A)needledrop.
B)mnemonic.
C)interview.
D)exclusive.
E)press conference.
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) Laboratory tests make use of pupil dilation,eye tracking,or galvanic skin response.
A)True
B)False
Q2) Concept testing is a method of pretesting finished ads.
A)True
B)False
Q3) An advertiser that wanted to gather _____ could ask participants in a research program to choose a brand of athletic shoe they would like to win and then ask the same question later after the participants have been exposed to ads for various brands of athletic shoes.
A)physiological measures
B)alpha activity
C)persuasive measures
D)measures of the hierarchy of effects
E)beta activity
Q4) Testing bias occurs when people scrutinize the ads much more closely than they would in normal situations.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Q1) Which of the following is an example of a major external environmental factor that a company must consider when analyzing the international marketing environment?
A)economic factors
B)product factors
C)promotional factors
D)pricing factors
E)advertising factors
Q2) For its international advertising,Levi Strauss & Co.uses an organizational approach in which a vice president of global marketing who oversees the company's marketing program in 60 countries but still provides autonomy to local and regional marketing directors.This is an example of a:
A)centralized approach.
B)totally global approach.
C)decentralized approach.
D)combination of the centralized and decentralized approaches.
E)matrix network.
Q3) Product standardization results in higher production costs.
A)True
B)False
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Page 19
Chapter 18: Regulation of Advertising and Promotion
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Q1) Marketers' use of trade allowances is controlled by the ____,which prohibits price discrimination.
A)FTC Act
B)Lanham Act
C)Robinson Patman Act
D)FDA Act
E)Wheeler-Lea Amendment
Q2) ____,as defined by the First Amendment to the U.S.Constitution,is the most basic federal law governing advertising in the United States.
A)Freedom of using any media vehicle
B)Freedom to advertise
C)Freedom to stop the airing of any advertisement
D)Freedom of speech
E)Freedom of press
Q3) The _____ regulates and controls the advertising of alcoholic beverages.
A)Federal Communications Commission
B)Food and Drug Administration
C)Bureau of Alcohol,Tobacco and Firearms
D)Federal Trade Commission
E)National Association of Attorneys General
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
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Q1) Consumer advocates argue that:
A)Advertising should be intended to create brand loyalty rather than providing mere information.
B)advertising is useful to consumers as it makes the markets more competitive.
C)advertising makes consumers aware of the needs rather than creating needs.
D)advertising reduces the market power of large companies.
E)money spent on advertising is an expense that must be covered and is generally passed on to the consumer.
Q2) Advertising plays an important role in a free-market system like the USA by:
A)making consumers aware of products and services.
B)creating needs that do not even exist.
C)encouraging materialistic values in the society.
D)alerting the collective values of the society.
E)by reducing the overall cost of goods sold in smaller industries.
Q3) Forrester Research found that consumers ignore most ads because:
A)the number and intrusiveness of them is too high.
B)they lack time to pay attention to ads.
C)most ads contain violent and offensive information.
D)they are broadcasted through traditional media.
E)of the specific personality traits of individuals.
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Chapter 20: Personal Selling Online
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Q1) Organizations use telemarketing to support personal selling.Telemarketing is an example of _____ marketing.
A)direct
B)holistic
C)internal
D)inbound
E)loyalty
Q2) Many of the decision makers are offended by salespeople asking for competitors' quotes.Which of the following is most closely associated with this behavior?
A)Aggression
B)Undependability
C)Presumptuousness
D)Unpreparedness
E)Follow up
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