Brand Management Exam Review
Course Introduction
Brand Management explores the theories, strategies, and practical tools essential for creating, maintaining, and enhancing strong brands in competitive markets. This course covers the principles of brand equity, brand positioning, and brand architecture, examining how firms develop and sustain successful brand identities. Students will analyze real-world case studies to understand brand strategy, brand communication, and the influence of culture and consumer behavior on brand perception. Key topics also include managing brand crises, digital branding, and methods for tracking and measuring brand performance to drive long-term business success.
Recommended Textbook Advertising and Promotion
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22 Chapters
2768 Verified Questions
2768 Flashcards
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) The promotional mix element that allows for the most immediate and precise feedback from the customer is
A)advertising.
B)sales promotion.
C)public relations.
D)publicity.
E)personal selling.
Answer: E
Q2) Which of the following statements is true of direct marketing?
A)Traditionally, it has not been considered an element of the promotional mix.
B)It is synonymous with direct mail.
C)The rapid growth of the Internet is discouraging the growth of direct marketing.
D)It is seldom, if ever, used by companies that have an external sales force.
E)It is less direct when compared to mail-order catalogs.
Answer: A
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Page 3
Chapter 2: The Role of IMC in the Marketing Process
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.
A)socioeconomic
B)benefit
C)geographic
D)psychographic
E)demographic
Answer: B
Q2) The strong brand images of Apple, Samsung, Nike, BMW, and McDonald's give them a ___________________ in their respective markets.
A)competitive advantage
B)market opportunity
C)micro advantage
D)macro analysis
E)marketing challenge
Answer: A
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) With respect to the types of organizational structures, many advertising agencies prefer the group system because
A)it completely avoids the usage of the incentive-based compensation system.
B)it leads to continuity in client servicing.
C)it avoids the involvement of the top management in the decision-making processes.
D)it converts a full-service agency into a media specialist agency.
E)it keeps the departments within an organization independent of each other.
Answer: B
Q2) The most effective way for an agency to acquire new business is through A)its image and reputation.
B)solicitation.
C)a qualitative audit.
D)presentations.
E)its pricing strategy.
Answer: A
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded.
A)True B)False
Q2) Which of the following is true of cross-disciplinary research?
A)It has been criticized for ignoring various behavioral stimuli such as motivation and culture.
B)It fails to provide room for experimentation and remains a theorized ideology.
C)It provides a greater understanding of consumer behavioral through neoviolence and neosocial theories.
D)It fails to provide a better understanding of the role of cultural significance in advertising.
E)It is better suited for the study of consumers because it takes into account their complexity and multidimensionality.
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6
Chapter 5: The Communication Process
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Sample Questions
Q1) Three critical intermediate effects occur between advertising and purchase: cognition, affect, and experience.
A)True
B)False
Q2) Jim, a doctor, takes out a print ad to advertise his new clinic.He opts for a full-page ad in a weekly publication known as Doctor's Info.According to the basic model of communication, Doctor's Info is the A)channel.
B)receiver.
C)encoder.
D)source.
E)decoder.
Q3) The receiver's perception of the source of the message may affect the source's ability to communicate.
A)True B)False
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Chapter 6: Source, Message, and Channel Factors
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) Humorous messages enhance the effectiveness of an advertisement by A)eliminating fear appeals.
B)reinforcing the recency effect.
C)reinforcing the primacy effect.
D)stimulating immediate purchasing behavior.
E)putting consumers in a positive mood.
Q2) Marketers can try to capitalize on source similarity by hiring A)beautiful models to appear in television ads.
B)well-known athletes to endorse sporting goods in commercials.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to portray themselves as ordinary consumers.
Q3) Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.
A)True
B)False
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Which of the following statements is true of communications objectives?
A)When setting objectives using the communications effect pyramid, the last step to reach is trial.
B)Sales goals cannot be translated into communications objectives.
C)Marketing and advertising managers don't usually rely on experience and intuition when setting communications goals.
D)Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals.
E)Communications objectives are used particularly when the advertiser seeks an immediate response.
Q2) In the integrated marketing communications (IMC) model, the flow between the communications analysis and budget determination is a two-way interaction.
A)True
B)False
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.
A)preparation
B)dramatization
C)illumination
D)incubation
E)Digestion
Q2) The rationalists of creative advertisements are also called "_____"
A)operators.
B)suits.
C)mnemonics.
D)heuristics.
E)poets.
Q3) Ads for products such as fashionable clothing, jewelry, and liquor often provide specific product information rather than relying on visual images to deliver their message.
A)True
B)False
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Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) _____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial.
A)Jingle
B)Voiceover
C)Needledrop
D)Stock photo
E)Beat music
Q2) The common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.
A)True
B)False
Q3) Transformational advertising can differentiate a product or a service by
A)convincing a consumer of its leadership position in the market.
B)making the consumption experience more meaningful and enjoyable.
C)helping the consumption experience last longer.
D)showing performance superiority of one brand over another.
E)focusing on a consumer's functional or utilitarian need for the product or service.
Page 11
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Chapter 10: Media Planning and Strategy
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?
A)message uniqueness
B)clutter
C)purchase and usage cycles
D)media scheduling
E)message complexity
Q2) Which of the following statements describes an advantage inherent in the flighting method of scheduling?
A)With flighting, there is no danger of wearout.
B)Flighting creates cost efficiency by using advertising only during purchasing periods.
C)Flighting helps in continuous advertising which in turn creates refutational appeal.
D)Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.
E)Flighting serves as a constant reminder to consumers.
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Chapter 11: Evaluation of Media: Television and Radio
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) The designated market area (DMA) of Manhattan has approximately 2 million television households.Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching a baseball playoff game.The program rating for the playoff game in the Manhattan DMA is _____
A)25.
B)15.
C)30.
D)35.
E)20.
Q2) Morning, daytime, prime time, and late fringe are all examples of A)television dayparts.
B)types of spot beaming.
C)types of network syndication.
D)run-of-station spots.
E)up-front markets.
Q3) Designated market areas (DMAs), in practice, are usually overlapping.
A)True
B)False
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Which of the following is a characteristic of magazine ads?
A)They create lower customer receptivity.
B)They do not offer permanence.
C)They offer a potential for gaining prestige.
D)They offer poor reproduction quality.
E)They generally cost lower than newspaper ads.
Q2) Newspapers are the second largest of all advertising media in terms of total dollar volume.
A)True B)False
Q3) Circulation fluctuates from issue to issue, particularly for magazines that rely heavily on retail or newsstand sales.
A)True B)False
Q4) Newspapers and magazines are referred to as low-involvement media.
A)True B)False
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Chapter 13: Support Media
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Sample Questions
Q1) Britney visits a mall and notices an advertisement for Auburn Beauty shampoo on a large LCD screen.This is an example of a(n)
A)digital billboard.
B)advertising specialty.
C)aerial advertisement.
D)mnemonic.
E)mobile billboard.
Q2) The average CPM of outdoor ads is greater than that of radio and magazines ads.
A)True
B)False
Q3) _____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products that are distributed free.
A) Buzz marketing
B) Specialty advertising
C) Synchro marketing
D) Guerrilla marketing
E) Direct-response advertising
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Page 15
Chapter 14: Direct Marketing
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) In direct-marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use
A)the two-step approach.
B)the one-step approach.
C)direct mail rather than telemarketing.
D)direct-response television.
E)SMRB's data on direct-marketing purchasers.
Q2) Infomercials are
A)primarily designed to sell products that are classified as trends.
B)always televised during off-viewing hours.
C)those ads that appear only in print media.
D)a part of specialty advertising.
E)ads that use both one- and two-step approaches.
Q3) By running the same ad on different stations, a direct marketer can determine the relative effectiveness of a medium itself.
A)True
B)False
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Chapter 15: The Internet: Digital and Social Media
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) The goal of _____ is to be less intrusive while catching the attention of a reader who is likely interested in the content matter he or she is reading.
A)behavioral targeting
B)native advertising
C)ambient advertising
D)specialty advertising
E)buzz sponsorship
Q2) Regular sponsorship occurs when
A)a sponsor participates in providing the content.
B)a sponsor approves the content of a site.
C)a company pays to sponsor a section of a site.
D)a sponsor contributes all or part of the content.
E)advertisers pay only when a consumer clicks on their ad from a search engine page.
Q3) Which of the following is true of social media?
A)It is typically not used by firms as a marketing medium.
B)There are numerous ways for consumers to access social media.
C)It can be accessed only using specific Internet protocols.
D)It is a type of content aggregator.
E)It is built on the ideological foundations of Web 1.0.
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Page 17
Chapter 16: Sales Promotion
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Sample Questions
Q1) A major reason for the increase in spending on sales promotion is that the promotion industry has matured over the past several decades.
A)True
B)False
Q2) An advantage of coupons is that they
A)elicit faster consumer responses than samples, unlike sweepstakes and rebates.
B)generally elicit immediate response from consumers.
C)are very effective even without brand name awareness.
D)allow a marketer to offer a price reduction only to consumers who are price-sensitive.
E)build brand loyalty.
Q3) Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them in promoting and selling a company's product is
A)a fixed trade spending.
B)a rebate.
C)a spiff.
D)an off-invoice allowance.
E)a slotting fee.
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18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Which of the following statements is true of public relations?
A)This medium of promotion lacks credibility.
B)The relative cost of public relations is very low.
C)The absolute cost of public relations is very high.
D)Public relations messages are subject to a lot of clutter.
E)Public relations is ineffective in generating sales leads.
Q2) In the traditional perspective, public relations is a _____ function whose primary responsibility is to maintain mutually beneficial relationships between an organization and its publics.
A)financial
B)human resources
C)nonmanagement
D)nonmarketing
E)sales
Q3) Public relations efforts are often targeted to more than one group of individuals.
A)True
B)False
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) _____ is conducted very early in a campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have a consumer evaluate advertising alternatives.
A)Posttesting
B)Concept testing
C)Recognition testing
D)Copy testing
E)Recall testing
Q2) While it is important that marketers' attempts to measure effectiveness be guided by all of the principles of PACT, the research should be guided by a model of human response to communications that encompasses reception, comprehension, and behavioral response.
A)True
B)False
Q3) The major advantage of day-after recall tests is realism.
A)True
B)False
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Chapter 19: International Advertising and Promotion
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110 Flashcards
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Sample Questions
Q1) _____ refers to consumers' general perceptions of the quality of products made in a given country.
A)Cross-selling
B)Country-of-origin effect
C)Halo effect
D)Global imaging
E)Central Hudson test
Q2) Carter Corp., a global retail chain, launches an ad campaign, featuring supermodel Gemma Rush, in several Middle Eastern countries.The television commercials featuring Gemma are not well received in most Middle Eastern countries due to their explicit visuals.Which of the following environmental factors has the company failed to consider in this scenario?
A)economic
B)demographic
C)political
D)cultural
E)legal
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Page 21
Chapter 20: Regulation of Advertising and Promotion
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Sample Questions
Q1) Over the past decade the FTC has focused its attention on the enforcement of existing regulations in areas such as
A)telemarketing and Internet privacy.
B)magazines and newspapers.
C)infomercials and video on demand.
D)radio and television.
E)public relations and publicity. Over the past decade the FTC has focused its attention on the enforcement of existing regulations, particularly in areas such as telemarketing and Internet privacy.
Q2) A(n) _____ is an agreement to stop the practice or advertising in question, is for settlement purposes only, and does not constitute an admission of guilt by an advertiser.
A)cease-and-desist order
B)consent order
C)ad substantiation agreement
D)affirmative disclosure order
E)injunction
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Sample Questions
Q1) Which of the following are critics of advertising likely to state as a reason for marketers to engage in deceptive advertising?
A)Most products in the market are not of good quality.
B)Advertisers usually present only information that is favorable to their position.
C)The National Advertising Review Council does not regulate deceptive advertisements.
D)Studies have found that deceptive advertisements increase sales drastically.
E)Unlike other unethical practices, deceptive advertising has no legal implications.
Q2) Which of the following is a major benefit of advertising?
A)It limits the earning potential of larger companies and maximizes the potential of smaller companies.
B)It leads to economies of scale in production.
C)It encourages materialistic values in society.
D)It helps in altering the collective values of society.
E)It helps nations discourage individualistic values in citizens.
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Chapter 22: Personal Selling Online
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Sample Questions
Q1) Modern salespeople bring incremental value to the customer by identifying problems and opportunities, offering alternative options and solutions, and providing solutions with tangible value.These functions of salespeople can be classified under the _____ role.
A)fire starting
B)surveying
C)mapmaking
D)guiding
E)influencing
Q2) Ads can act as visual aids by adding impact to the presentation and reinforcing the selling points.
A)True B)False
Q3) The settings in which personal selling is used are typically more distracting than those in which nonpersonal mass media are used.
A)True B)False
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Page 24