Brand Management
Exam Practice Tests
Course Introduction
Brand Management explores the strategic processes involved in creating, maintaining, and enhancing brands to achieve competitive advantage in the marketplace. The course covers fundamental concepts such as brand equity, brand positioning, brand identity, and brand architecture, while examining the role of branding in consumer perception and loyalty. Students will learn how to develop and implement brand strategies, manage brand portfolios, and measure brand performance through case studies and real-world examples. Emphasis is placed on both traditional and digital branding challenges in a global context, equipping students with practical tools to manage brands effectively in dynamic environments.
Recommended Textbook
Advertising and Integrated Brand Promotion 6th Edition by Thomas OGuinn
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18 Chapters
1949 Verified Questions
1949 Flashcards
Source URL: https://quizplus.com/study-set/1572
Page 2
Chapter 1: The World of Advertising and Integrated Brand Promotion
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The advertising for a snow blower points out a brand's unique benefits compared to the snow blowers offered by the competition.This is known as
A)selective demand stimulation.
B)primary demand stimulation.
C)corporate advertising.
D)direct response advertising.
Answer: A
Q2) A furniture retailer establishes itself in the Pacific Northwest with massive stores in Seattle and Portland.Over the years it expands into the West and Northwest, with large outlets in Billings, Fargo, and Denver.Its promotions throughout these locations would be considered ____ advertising.
A)national
B)corporate
C)business-to-business
D)regional
Answer: D
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Chapter 2: The Structure of the Advertising and Promotion
Industry: Advertisers, Agencies, Media, and Support Organizations
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Even in the face of new communication formats such as online, branded¸ and sponsorship options, today's companies are putting more faith and energy back into traditional advertising formats placed in mainstream media.
A)True
B)False
Answer: False
Q2) Today's media planners and buyers often examine an enormous number of options to put together an effective media plan within a client's budget.
A)True
B)False
Answer: True
Q3) Now more than ever, advertisers are in greater control of the information they disseminate, and the way it is delivered, regarding product categories and the brands within those categories.
A)True
B)False
Answer: False
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Chapter 3: The History of Advertising and Brand Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Advertising is a source of information and persuasive ideas regarding a society's products and services, but it is no longer essential to the competition for resources in a capitalistic society.
A)True
B)False
Answer: False
Q2) Ads for products during the "P.T.Barnum Era" (1875 to 1918) were characterized by
A)a bold and garish style full of incredible claims.
B)an abundance of color and illustrations.
C)simple ads with information and truthful claims.
D)little copy but lots of sophisticated visuals.
Answer: A
Q3) The Industrial Revolution was an economic force that yielded the need for advertising.
A)True
B)False
Answer: True
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Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) (Scenario 4-4) Which government agency might eventually be reviewing the case if Joe felt he should file a complaint about advertising in the automotive industry?
A)the Consumer Finance Protection Agency
B)the Federal Communications Commission
C)the Federal Trade Commission
D)the Consumer Federation of America
Q2) If "Project Beacon" had been launched as planned, all the online searches and purchases of Facebook users would have appeared on their Facebook sites and then would have been broadcast to all their other Web connections.
A)True
B)False
Q3) The main restriction of direct mail sweepstakes, as imposed by Congress, involves the requirement that they are randomly and fairly distributed to a wide range of communities and addresses throughout the 50 states.
A)True
B)False
Q4) What are the three broad areas of advertising that are affected by federal regulation? Briefly identify and explain each.
6
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)
A)external set.
B)evaluation set.
C)evoked set.
D)consideration set.
Q2) Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.
A)True
B)False
Q3) Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital, which is the
A)value that a culture places on certain consumption practices and objects.
B)particular pattern of consumption that depends on fiscal stability.
C)financial investment needed to create a brand.
D)financial value of cultural icons like animated characters.
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Chapter 6: Market Segmentation, Positioning, and the Value Proposition
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) (Scenario 6-1) According to the information provided here, Gillette has identified market segments along _____ lines.
A)benefit
B)demographic
C)geographic
D)usage pattern
Q2) If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
A)True
B)False
Q3) Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.
A)True
B)False
Q4) State Farm's "Like a Good Neighbor" ad campaign is an example of consistent positioning over time.
A)True
B)False
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Chapter 7: Advertising and Promotion Research
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) A key advantage of using print recognition to test an ad is that it
A)demonstrates whether or not a consumer will buy the brand being advertised.
B)allows for comparison with the performance of other ads from past years.
C)tells whether consumers will remember the brand when they are in the store.
D)reassures the client that the ad agency knows what it is doing.
Q2) A particular kind of research is done early on simply to prevent a major disaster-to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets.What is it?
A)a communication test
B)a recall test
C)a normative test
D)a subliminal test
Q3) Briefly trace the reasons for the rise of research-specifically, advertising and brand promotion research-after WWII.Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? You do not have to provide a lot of detail, just a brief sketch of these issues.
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Page 9
Chapter 8: Planning Advertising and Integrated Brand Promotion
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) An insurance company's researchers spend a lot of time and money trying to understand various age-related markets, from WWII veterans and baby boomers to Generations Y and Z.Based on their findings, the target markets that are ultimately chosen based on such demographics should be defined in the ____ section of the ad plan.
A)situational analysis
B)competitor analysis
C)executive summary
D)strategy
Q2) Based on information gathered during various types of analyses, the primary expectations and intentions for advertising are embodied in the process of setting objectives.
A)True
B)False
Q3) Combining sales objectives with communications objectives
A)will almost certainly spell disaster for an advertising plan.
B)may seem effective on paper but may confuse consumers during the campaign.
C)is the only way to identify truly quantitative benchmarks for the campaign.
D)can be an excellent way to develop an advertising campaign.
Page 10
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Chapter 9: Managing Creativity in Advertising and Ibp
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Define the terms interpersonal abrasion and creative abrasion.Discuss the differences between the two, as well as the similarities.Give an example of each that might be found in the advertising workplace environment.
Q2) There is absolutely no doubt that humor is the secret ingredient in great advertising.
A)True
B)False
Q3) Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them.
A)True
B)False
Q4) There is a right way and a wrong way to brainstorm.
A)True
B)False
Q5) Great brands don't just get the attention of consumers, they make emotional connections with consumers.
A)True
B)False
Q6) Be prepared for opposition whenever you have a really creative idea.
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Chapter 10: Creative Message Strategy
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) A frequent criticism of social anxiety ads is that historically they have ignored an entire population-namely, women.
A)True
B)False
Q2) According to the text, some research has indicated that ____ is the single most common response that people have to ads.
A)creative resistance
B)recall
C)counterargument
D)brand switching
Q3) A slogan is a(n) ____ linked to a brand in a memorable way.
A)visual image
B)linguistic device
C)emotional meaning
D)rhyming song
Q4) With few exceptions, it has been proven over and over that "sex sells."
A)True
B)False
Q5) What is message strategy? How is it used in advertising and promotion?
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Chapter 11: Executing the Creative
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) (Scenario 11-5) The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration.While all of the elements below may have some impact on the illustration, she should pay particular attention to the A)size of the illustration within the layout.
B)lighting, color, tone, and texture of the illustration.
C)space taken by the body copy.
D)magazine and newspaper vehicles in which the ad will run.
Q2) The whole purpose behind good body copy is to
A)be clever, entertaining, or funny.
B)pull together the headline, subhead, and visuals.
C)give all the possible reasons to buy the brand.
D)tell a more complete story of the brand.
Q3) An account planner has been added to many creative teams to
A)handle media placement in an increasingly sophisticated market.
B)gather research that gives the consumer a voice.
C)watch the bottom line and monitor spending of advertising dollars.
D)assist the account executive in connecting creatives to clients.
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Page 13
Chapter 12: Media Planning Essentials
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) An old, but still very appropriate rule in computer data management is the acronym GIGO-standing for "garbage in, garbage out."
A)True
B)False
Q2) CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium, often used for widespread promotions in television and magazine advertising.
A)True
B)False
Q3) (Scenario 12-6) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the
A)cost per thousand."
B)share of voice."
C)cost per rating point."
D)reach and frequency."
Q4) BBC, Al Jazeera and CNN are no longer considered global media.
A)True
B)False
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Chapter 13: Media Planning: Newspapers, Magazines,
Television, and Radio
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) (Scenario 13-1) The agency has designed an ad using a high-quality illustration, so the client agrees to buy a full-page ad that uses the entire page, not just the space within the white border.The media planner should request the rate for
A)a run-of-press ad.
B)a fourth-cover page.
C)a gatefold ad.
D)a bleed page.
Q2) In the midst of a nationwide scramble to get new media up and running as well as new media companies in place, traditional media
A)have been cut back to unheard-of proportions.
B)are keeping afloat though they may be sinking soon.
C)still command the majority of all ad dollars.
D)are losing ad revenue at a rapid pace.
Q3) A ratings point indicates that 100 television households in a given area were tuned to the program being measured.
A)True
B)False
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Page 15
Chapter 14: Media Planning: Advertising and Ibp in Digitalinteractive Media
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) The Internet is essentially a young person's medium as well as target market, since the population of daily users aged 65 and older is quite small: less than 1 million.
A)True
B)False
Q2) A marketing director for a snack producer is trying to convince corporate executives to consider advertising on several blogs.One thing that he should remember about blogs is that they
A)do not generate a lot of trust among consumers.
B)are read by more than 80 percent of all Internet users.
C)can contain product pitches or messages without revealing any affiliations with the companies behind them.
D)provide the strongest reach of all formats on the Internet.
Q3) The newest venue for viral campaigns involves online videos of television commercials or their followup ads.
A)True
B)False
Q4) As an advertiser, what tools can you use to make your home page as popular as possible?
Page 16
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Chapter 15: Sales Promotion, Point-Of-Purchase
Advertising, and Support Media
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Sales promotion can provide an affiliation value for a brand, meaning that the consumer wants to, or is able to, identify with the brand.
A)True
B)False
Q2) One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers.
A)True
B)False
Q3) Organizations and stockholders are setting a short-term orientation toward generating revenue.
Q4) You are opening an informal dining establishment in your hometown, a novel type of buffet-style eatery offering a wide variety of breakfast and lunch choices 24-hours a day, called Anytime Cafe.As part of your initial promotions, you are considering a couponing effort as well as a frequent-diner program.Briefly describe a couponing effort for this business, naming several advantages and disadvantages.Then describe how a frequency program would work for this establishment, including any advantages and disadvantages.
Q5) Managers are demanding greater accountability for promotional spending.
Q6) Consumers are responding positively to sales promotions.
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Chapter 16: Event Sponsorship, Product Placements, and Branded
Entertainment
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Discuss the nature and use of product placement.How do today's advertisers specifically use product placement, and in which forms of media? Cite several examples based on instances of product placement that you have noticed.
Q2) What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?
A)a lack of direction or cohesiveness in today's marketing plans
B)a massive exodus from traditional broadcast media
C)a meltdown of television as a popular medium
D)a growing confusion among consumers due to too many brand messages
Q3) (Scenario 16-4) In your initial review, you realize that all four clients are currently paying a fee to have their brands exposed or displayed within some entertainment format.This means they are all taking part in
A)event sponsorship.
B)product placement.
C)branded entertainment.
D)co-branding.
Q4) NASCAR marketers have discreetly admitted that NASCAR is the best-kept secret in marketing.
A)True
B)False
Page 18
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Chapter 17: Integrating Direct Marketing and Personal Selling
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) All conventional media-television, radio, newspapers, and magazines-can be used to deliver direct response advertising.
A)True
B)False
Q2) The missionary salesperson is required to handle the hardest part of selling-closing the sale.
A)True
B)False
Q3) Perhaps the least controversial tool deployed recently by direct marketers has been the unsolicited email message, also called bulk email.
A)True
B)False
Q4) What is one of the keys to success for an infomercial?
A)keeping the broadcast under five minutes
B)avoiding the use of celebrities
C)promoting only nationally known brand names
D)including testimonials from satisfied users
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Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) A more narrow or traditional view of public relations involves
A)producing videos.
B)petitioning the government.
C)leading social movements.
D)writing press releases.
Q2) Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers.To reduce the anxiety of its workforce, the company could embark on a PR effort that involves which of the main objectives of public relations?
A)spreading goodwill and positive feelings
B)giving advice and counsel
C)promoting a product or service
D)preparing internal communications
Q3) A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.
A)True
B)False
Q4) How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
Page 20
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