Brand Management
Chapter Exam Questions
Course Introduction
Brand Management explores the strategic and tactical aspects of building, sustaining, and enhancing brands in a competitive marketplace. Students will learn the principles of brand equity, positioning, and value creation, examining how brands influence consumer behavior and organizational success. The course covers topics such as brand identity development, market segmentation, brand extension strategies, and global branding considerations. Through real-world case studies and hands-on projects, students will develop the skills necessary to analyze brand performance, craft effective branding strategies, and manage a brands reputation across various channels and touchpoints.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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Chapter 1: An Overview of Integrated Marketing Communications
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Q1) According to a recent study,integrated marketing communications is seldom employed by business-to-business marketers.
A)True
B)False
Answer: False
Q2) Which term is preferred by most marketing practitioners to refer to the collection of advertising,sales promotions,public relations,event marketing,and other communication devices?
A) marketing promotion
B) promotion
C) sales promotion
D) marketing communications
E) integrated marketing communications
Answer: D
Q3) The terms touch point and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Why is it difficult to gain agreement on a suitable system for measuring marcom performance?
A) People are uncooperative.
B) People in other disciplines do not understand marketing and marketing communications
C) Individuals from different backgrounds and with varied organizational interests often see the "world" differently or operate with varying ideas of what best indicates suitable performance.
D) There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them.
E) If it isn't in terms of dollars, others in the organization don't even want to look at it.
Answer: C
Q2) Brand recall reflects a relatively superficial level of awareness,whereas brand recognition indicates a deeper form of awareness.
A)True
B)False
Answer: False
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Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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Sample Questions
Q1) Individual sounds provide meaning about a brand through a process of sound transference.
A)True
B)False
Answer: False
Q2) Explain the role of the fair use doctrine in copyright protection.
Answer: The fair use doctrine is part of the Copyright Act and it states that use of copyrighted work for the purpose of criticism,comment,news reporting,teaching,scholarship,or research is not a copyright infringement.
Q3) Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.
A)True
B)False
Answer: True
Q4) A brand logo is a graphic design element of a brand.
A)True
B)False
Answer: True
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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Sample Questions
Q1) The organization that promulgated a code of high ethical standards for advertising in 1924,and updated the code in 1990 is the _____.
A) Federal Trade Commission
B) National Advertising Review Council
C) American Advertising Federation
D) Children's Advertising Review Unit
E) American Association of Advertising Agencies
Q2) Costs of regulation include cost of complying,enforcement costs,and costs resulting from unintended side effects.
A)True
B)False
Q3) A regulatory disadvantage is increased prices resulting from a reduction in a seller's "informational market power."
A)True
B)False
Q4) Consumer privacy is an ethical issue that transcends all marcom activities.
A)True
B)False
Q5) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.
A)True
B)False
Q2) Explain the VALS classification model.Name and describe two categories of consumers from this model,the best way to promote to each category you've chosen,and the types of products and services that would most likely be purchased by members in each of those categories.
Q3) Which of the following is a VALS segment?
A) Innovators
B) Up & Comers
C) Realists
D) Individualists
E) New Traditionalists
Q4) A good positioning statement should satisfy two requirements: (1)reflect a brand's competitive advantage,and (2)determine product placement.
A)True
B)False
Q5) Explain how marketers create meaning for a brand.
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Chapter 6: The Communication Process and Consumer Behavior
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Sample Questions
Q1) Which of the following is an allegorical character?
A) Mr. Goodwrench
B) The Pillsbury dough boy
C) Mr. Clean
D) Geico gecko
E) All of these are correct.
Q2) Information in short-term memory that is not thought about or rehearsed will be lost from STM in about _____.
A) 30 seconds or less
B) 3 minutes or less
C) 6 minutes or less
D) 9 minutes or less
E) 12 minutes or less
Q3) Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.
A)True
B)False
Q4) Encoding is the process of translating thought into symbolic form.
A)True
B)False
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) A university fraternity sponsored a blood drive in cooperation with the Red Cross,but students weren't eager to donate.Red Cross volunteers took an impromptu survey and discovered that students erroneously believed they could contract AIDS in the process of giving blood.The erroneous belief that AIDS can be contracted while donating blood is best described as the _____ component of the student body's attitude.
A) affective
B) cognitive
C) constructive
D) emotive
E) evaluative
Q2) Reciprocation can happen with individual consumers,but not in business-to-business marketing interactions.
A)True
B)False
Q3) According to the ELM theory,the form of persuasion will depend on the characteristics of the market and the strengths of the marketing communicator's relative market position.
A)True
B)False
Page 9
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) The traditional view states that marcom objectives should be stated in terms of sales and market share.
A)True
B)False
Q2) A marketer distributes samples of a new product to consumers in the hope that they will form positive _____ about the product's performance,which will then lead to further purchases.
A) feedback
B) interpretations
C) awareness
D) beliefs
E) price perceptions
Q3) Which of the following is a requirement for setting marcom objectives?
A) Objectives must include a precise statement of who, what, and when.
B) Objectives must be qualitative.
C) Objectives must be broad in scope.
D) Objectives must be long-term.
E) Objectives must be short-term.
Q4) Explain the criteria that good marcom objectives must satisfy.
Q5) Name and describe the four practical budgeting methods.
Page 10
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) When firms choose to reduce advertising expenditures if a brand is performing well or during periods of economic recession,this is referred to as _____.
A) disinvesting
B) disintermediation
C) divesting
D) discharging
E) harvesting
Q2) Advertising that is designed to deliver coupons and sweepstakes is performing the function of _____.
A) informing
B) influencing
C) reminding
D) adding value
E) assisting other company efforts
Q3) Advertising has not been demonstrated to influence brand switching.
A)True
B)False
Q4) Describe the various forms of advertising agency compensation.
Q5) List and describe the five functions of advertising.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Effective advertising takes the consumer's view.
A)True
B)False
Q2) Effective advertising should promise more than it can deliver.
A)True
B)False
Q3) According to the MECCAS model,the value orientation of an advertising style,or the end-level to be focused on in the advertising,is its _____.
A) leverage point
B) driving force
C) message content
D) media mix
E) objectives
Q4) The emotional style can be used when advertising virtually any brand,but it is best not to appeal to negative emotions.
A)True
B)False
Q5) Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury,an actress that played a murder mystery writer in a television series called Murder She Wrote,as the endorser.Actually,Ms.Lansbury presented the entire sales pitch and discussed the merits of the product.Laurie perceived Ms.Lansbury to be honest and believable.Which attribute of endorser credibility does this represent?
A) trustworthiness
B) expertise
C) similarity
D) familiarity
E) liking
Q2) _____ attention requires very little effort on the part of the receiver.
A) Involuntary
B) Voluntary
C) Selective
D) Processing
E) Nonvoluntary
Q3) Humor enhances source credibility.
A)True
B)False
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Chapter 12: Traditional Advertising Media
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Q1) A provider of national radio network ratings is _____.
A) Arbitron's RADAR
B) Bruzzone Research Company
C) Nielsen Media Research
D) Experian Simmons
E) GfK Mediamark Research
Q2) A provider of local radio network ratings is _____.
A) Information Resources, Inc.
B) Experian Simmons
C) Statistical Research, Inc.
D) GfK Mediamark Research Inc.
E) Arbitron
Q3) Selecting the "best" medium depends on the _____.
A) budget availability
B) competitive challenge
C) creative needs
D) advertiser's objectives
E) All of these are correct.
Q4) Compare and contrast network,spot,syndicated,cable,and local advertising on television.
Page 14
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Chapter 13: Online and Mobile Advertising
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Q1) Which of the following is a type of Internet marketing unit (IMU)endorsed by the Internet Advertising Bureau (IAB)?
A) full banner
B) skyscraper
C) rectangle
D) square pop-up
E) All of these are correct.
Q2) _____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.
A) Spamming
B) Phishing
C) Click fraud
D) Behavioral targeting
E) Keyword-matching
Q3) Regulations against unsolicited e-mail (spam)are much more stringent in North America than in Europe.
A)True
B)False
Q4) Compare and contrast the concepts of individualization and interactivity.
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Chapter 14: Social Media
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Sample Questions
Q1) Which company achieves the highest click-through rates for ads online?
A) Twitter
B) Facebook
C) Google
D) Foursquare
E) None of these are correct.
Q2) Twitter has helped consumers to _____ more so than anything else.
A) get coupons
B) shop
C) complain
D) babble
E) None of these are correct.
Q3) Under "fair use," copyrighted work can be used without permission if someone is commenting on it,criticizing it,reporting on it,teaching about it,or conducting research.
A)True
B)False
Q4) Virtual worlds represent one area of profitability for Facebook.
A)True
B)False
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Compared to broadcast advertising,_____ does not deal with customers as a mass but rather creates individual relationships with each customer or prospective customer.
A) lifetime analysis
B) data mining
C) direct advertising
D) indirect advertising
E) niche advertising
Q2) Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?
A) television
B) yellow pages
C) radio
D) brand placement
E) magazines
Q3) The M in a company's R-F-M formula stands for motivation.
A)True
B)False
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.
A)True
B)False
Q2) Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.
A)True
B)False
Q3) Dividing the total cost by the number of GRPs produces the _____.
A) cost-per-thousand
B) cost per rating point
C) net cost
D) gross cost
E) effective cost
Q4) Compare and contrast the terms media and vehicles,and give three examples of each.
Q5) Explain why (or why not)the three-exposure hypothesis is a valid theory.
Q6) List the steps in the media strategy process,and briefly describe the first two.
Page 18
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Bruzzone Research Company provides information on consumer recognition of
A) radio commercials
B) magazine advertisements
C) newspaper advertisements
D) outdoor advertisements
E) television commercials
Q2) Increasing gross rating points (GRPs)directly translates into better performance for a brand.
A)True
B)False
Q3) Joe has an identification card that he presents at the grocery store checkout on every shopping occasion.He is taking part in _____.
A) the Hawthorne Experiment
B) the TRACE Method
C) the Emotional Measurement System
D) ACNielsen's SCANTRACK
E) IRI's BehaviorScan
Q4) Recognition taps a more superficial level of memory compared to recall measures. A)True
B)False
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample
Questions
Q1) What advice would you give a manufacturer that wanted to avoid paying slotting allowances?
Q2) Which of the following is NOT a manufacturer's objective for using trade-oriented promotions?
A) reducing retail inventories
B) maintaining or increasing the manufacturer's share of shelf space
C) countering competitive activity
D) selling as much as possible to final consumers
E) introducing new or revised products.
Q3) Slotting allowances are a mechanism used by manufacturers to exploit the competition among retailers.
A)True
B)False
Q4) Sales promotion can enable a manufacturer to obtain extra shelf space for a temporary period.
A)True
B)False
Q5) Explain how retailers can charge manufacturers slotting allowances when many people feel that these allowances are a form of bribery.
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?
A) achieving a need for stimulation
B) reducing search and decision costs
C) obtaining improved product quality
D) obtaining monetary savings
E) All of these are correct.
Q2) Explain how to calculate the return on investment for a sampling investment.
Q3) Which of the following is FALSE regarding mail-delivered coupons?
A) Mailed coupons achieve the highest household penetration.
B) Direct-mail coupons increase the amount of product purchases.
C) Mail-delivered coupons achieve the highest redemption rate of all mass-delivered coupon techniques.
D) Mail-delivered coupons represent about 2 percent of all manufacturer-distributed coupons.
E) Direct-mailed coupons are the least expensive coupon distribution method.
Q4) Brand managers are increasingly distributing samples online.
A)True
B)False
21
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Which of the following is a characteristic by which completed promotion programs can be judged?
A) expense
B) efficiency
C) execution ease
D) equity enhancement
E) All of these are correct.
Q2) Bonus packs are intended to encourage trial from consumers.
A)True
B)False
Q3) The issue surrounding evaluating promotions is whether or not to even evaluate promotions.
A)True
B)False
Q4) Compared with many other sales-promotion techniques,sweepstakes are relatively expensive.
A)True
B)False
Q6) Define what a premium is,and name and describe the four types of premiums. Page 22
Q5) Compare and contrast overlay and tie-in promotions and give an example of each.
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Q1) An executive-statement release may address _____.
A) comments on environmental issues
B) forecasts of future sales
C) new marketing programs
D) views on foreign competition
E) All of these are correct.
Q2) Sears,the large retail chain,was accused in the 1990s of charging customers in California for automobile repair work that allegedly was never performed.The CEO of Sears immediately hit the airways to apologize and announce that nothing like this would happen in the future.The CEO's action represents _____.
A) proactive marketing public relations
B) reactive marketing public relations
C) rumor control
D) an executive-statement release
E) sponsorship
Q3) Some critics have claimed that sponsorship arrangements often involve little more than managerial ego trips.
A)True
B)False
Page 24
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Q1) Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.
A)True B)False
Q2) The difference between on-premise business signage and out-of-home advertising,or off-premise signage is that _____.
A) on-premise signage is done by retailers and out-of-home advertising is done by manufacturers of brands
B) on-premise signage is done by manufacturers and out-of-home advertising is done by retailers
C) on-premise signage provides information about goods and services that are available somewhere else
D) on-premise signage communicates information about products and services in close proximity to the store
E) on-premise signage is inside and out-of-home advertising is outside
Q3) A package made of wood conveys feelings of prestige.
A)True B)False
Q4) Name and describe the four categories of POP materials.
Page 25
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Chapter 23: Personal Selling
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Sample Questions
Q1) Sales representatives should act as if they work for themselves in order to fulfill the modern selling practice.
A)True
B)False
Q2) In a sales presentation,Jerry asks the prospect,"What software application are you using to create invoices for your customers"? Jerry is using a _____ question in the SPIN method.
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q3) All of the following are activities in a salesperson may engage except _____.
A) message customization
B) listening to prospects
C) pitching to journalists
D) demonstrating a product in use
E) communicating with clients
Q4) Describe the differences between antiquated selling and modern selling.
Q5) List and briefly describe each step or phase in personal selling.
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