Brand Management Exam Solutions
Course Introduction
Brand Management explores the strategic processes and tactics involved in building, maintaining, and enhancing brands in dynamic markets. This course covers key concepts such as brand equity, positioning, identity, and architecture, while examining the role of branding in conveying value to customers and differentiating products and services from competitors. Students will engage with real-world case studies and practical exercises to learn how to develop effective brand strategies, manage brand portfolios, and respond to challenges such as brand crises and market shifts. The course also addresses contemporary topics like digital branding, global brand management, and the impact of cultural trends on branding decisions.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.
A) speak with one voice
B) create synergy
C) build customer/brand relationships
D) start with the customer/prospect
E) reach consumers who cannot be reached through traditional mass media
Answer: C
Q2) Which of the following is central to the definition of marketing communications?
A) All marketing mix variables, and not just promotion alone, can communicate with customers.
B) Marketing communications is intentional rather than unintentional.
C) Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior.
D) Communication tools should be handled as virtually separate practices.
E) Mass media advertising should receive consideration before other communication methods.
Answer: A
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing?
A) recall
B) recognition
C) aided recall
D) unaided recall
E) positive awareness
Answer: B
Q2) The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.
A) return on marketing investment (ROMI)
B) return on customer investment (ROCI)
C) return on equity investment (ROEI)
D) return on brand investment (ROBI)
E) return on sales investment (ROSI)
Answer: A
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4
Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.
A)True
B)False
Answer: False
Q2) Trialability is the degree to which the user of a new brand or other people can observe the possible effects of new-product usage.
A)True
B)False
Answer: False
Q3) A variable that influences the awareness class would include _____.
A) free samples
B) price discounts
C) demographics
D) product satisfaction
E) All of these are correct.
Answer: A
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Chapter 4: Environmental, Regulatory and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The NAD and NARB were established to _____.
A) sustain standards of truth and accuracy in national advertising to adults
B) eliminate federal and state regulation of advertising
C) uphold standards of taste and decency in national advertising to adults
D) punish national advertisers that violate standards of taste and decency in their ads
E) punish national advertisers that encourage children to demand products from their parents
Q2) A(n)_____ involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.
A) reasonable representation
B) material representation
C) factual representation
D) objective representation
E) unfair representation
Q3) Four aspects of packaging that involve ethical issues include label information,packaging graphics,packaging safety,and environmental implications of packaging.
A)True
B)False
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Page 6
Chapter 5: Segmentation, Targeting, and Positioning
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Hispanic Americans represent the largest minority group in America.
A)True
B)False
Q2) Targeting specific audiences can be considered the starting point for all marcom decisions.
A)True
B)False
Q3) 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.
Q4) Which VALS group is the most likely to buy hand tools?
A) Innovators
B) Thinkers
C) Believers
D) Makers
E) Survivors
Q5) Nonfamily households constitute about one-third of all households.
A)True
B)False
7
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Chapter 6: The Communications Process and Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) The message channel is the path through which the message moves from source to receiver.
A)True
B)False
Q2) The message itself is a symbolic expression of what the communicator intends to accomplish.
A)True
B)False
Q3) The Yellow Submarine is a submarine sandwich shop that specializes in take-out orders.The sub shop advertises on radio stations close to meal times.Radio listeners may not willfully attend to the Yellow Submarine's advertising; however,if listeners are hungry and notice that food advertisement is on,they may then consciously listen to see if the restaurant is within driving distance.This is best described as an example of _____.
A) spontaneous attention
B) involuntary attention
C) relevant attention
D) voluntary attention
E) feedback
Q4) Discuss the implications associated with consumer miscomprehension.
Page 8
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Chapter 7: The Role of Persuasion in IMC
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) In the question "what is your attitude toward obtaining a college degree" a college degree is the ______.
A) target
B) action
C) context
D) behavior
E) time
Q2) What type of persuasion takes advantage of a consumer's tendency to relate aspects of the message to his or her personal situation when the consumer is highly involved in the message?
A) emotion-based
B) message-based
C) opportunity-based
D) peripheral
E) dual
Q3) When applying classical conditioning in advertising,the advertised brand would be the conditioned stimulus.
A)True
B)False
Q4) Explain why physical attractiveness and similarity are important.
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Chapter 8: Imc Objective Setting and Budgeting
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) According to the hierarchy-of-effects model,brand-loyal consumers are the ultimate goal.
A)True
B)False
Q2) Objectives for a particular element of a marcom program should be determined independently from objectives set for other marcom components.
A)True
B)False
Q3) The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.
A) encourage consumers to discuss the advertisement
B) create brand loyalty for the product
C) advance consumers through a series of psychological stages
D) have the objective of creating brand awareness
E) encourage consumers to purchase the product
Q4) Marcom objectives should be ambitious rather than realistic.
A)True
B)False
Q5) Explain the criteria that good marcom objectives must satisfy.
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Chapter 9: An Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) Describe the advertising management process from the advertiser's perspective.
Q2) A full-service advertising agency _____.
A) necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations
B) is unprofitable unless a company does a large and continuous amount of advertising C) has the advantage of complete control over the advertising function
D) performs all the basic functions of advertising for a client E) does not perform other marcom functions, such as sales promotion and publicity
Q3) Edwin L.Artzt,former chairman and CEO of Procter & Gamble,draws an analogy between exercising and advertising.Explain the meaning of this analogy,particularly in reference to brand equity.
Q4) The difference between advertising and public relations is that,for advertising,media exposure is paid for by the advertiser,and for public relations it is not.
A)True
B)False
Q5) Describe the various forms of advertising agency compensation.
Q6) List and describe the five functions of advertising.
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Page 11
Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) The _____ creative style involves psychological,rather than physical,differentiation.
A) preemptive
B) generic
C) positioning
D) unique-selling proposition
E) brand image
Q2) An insurance company's advertisements that mention how they contribute to cancer research would be using _____ advertising.
A) corporate issue
B) primary demand
C) corporate image
D) competitive
E) reminder
Q3) The _____ are what consumers hope to receive or avoid when consuming products.
A) consequences
B) values
C) specifics
D) attributes
E) sections
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) A potential role of sex in advertising is to _____.
A) attract and hold attention
B) enhance recall
C) evoke emotional responses
D) a and b only
E) a, b, and c
Q2) Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.
A)True
B)False
Q3) The saturation factor refers to the number of brands the celebrity is endorsing and if he or she is overexposed.
A)True
B)False
Q4) Assume that you are an account executive for an advertising agency.One of your clients is a manufacturer of motorcycle helmets.She has suggested the use of fear appeals.Write her a one-page letter explaining why fear appeals should or should not be used.
Q5) Discuss why the use of humor in an advertisement might NOT be effective?
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Chapter 12: Traditional Ad Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) A limitation of radio advertising is _____.
A) difficulty of buying radio time
B) long lead times
C) high CPMs
D) erosion of radio listening audience
E) that it is not intrusive
Q2) Which of the following is a limitation of using newspapers as an advertising medium?
A) occasional users of newspaper space pay higher rates
B) long lead times
C) not entertaining
D) rapidly escalating advertising cost
E) impersonal
Q3) The best medium to leverage television advertising through the transfer of images is _____.
A) the Internet
B) radio
C) outdoor
D) magazines
E) newspaper
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) One of the fastest growing forms of online advertising is _____,including so-called Webisodes.
A) blogging
B) banner ads
C) video ads
D) spamming
E) superstitials
Q2) Which is the leading search engine?
A) Google
B) Yahoo!
C) Bing
D) MSN
E) YouTube
Q3) Anti-spam legislation under the rubric _____ has been passed in the United States.
A) CAN-SPAM
B) X-SPAM
C) SPAMLEG
D) NOSPAM
E) WEB-SAFE
Page 15
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) The New-York Tribune,a newspaper,might overcome the time lag faced by traditional media by using electronic means.
A)True
B)False
Q2) Messages on Twitter are called tweets.
A)True
B)False
Q3) Twitter was started by the same entrepreneurs who started Facebook.
A)True
B)False
Q4) A major concern for users of Facebook is the issue of _____.
A) keeping the service free
B) privacy
C) shopping online
D) incorporating email
E) keeping Instagram alive
Q5) Facebook's rules don't allow consumers to make or spread negative comments about the companies that advertise on Facebook.
A)True
B)False
Page 16
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Chapter 15: Direct Marketing, CRM, and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) What company ran a forehead tattoo promotion in conjunction with the NCAA March Madness basketball tourney?
A) Nike
B) Heineken
C) Geico
D) Dunkin' Donuts
E) None of these are correct.
Q2) Lou is trying to increase the lifetime value of his customers.Which of the following is a way for him to augment his customers' lifetime value?
A) decrease the retention rate
B) increase the discount rate
C) increase the referral rate
D) increase marketing communications expenditures
E) All of these are correct.
Q3) On a cost per thousand basis,direct mail is less expensive than other media.
A)True
B)False
Q4) Explain why data mining is an important activity for marketers.
Q5) Describe who uses the Yellow Pages and why they use them.
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Chapter 16: Media Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Perky Print is a commercial printer in Omaha that has just started to advertise.Fifty percent of its target audience was exposed one or more times to Perky Print's advertisements during an established time frame.Fifty (50)is the _____ for Perky Print.
A) scope
B) spread
C) reach
D) frequency
E) gross rating point
Q2) Gross rating points are calculated by _____.
A) reach minus frequency
B) reach plus frequency
C) reach times frequency
D) reach divided by frequency
E) reach squared
Q3) Geographic information generally provides the most meaningful basis for segmenting target audiences.
A)True
B)False
Q4) List the steps in the media strategy process,and briefly describe the first two.
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Chapter 17: Measuring Ad Message Effectiveness
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.
A) hedonic; functional
B) central; peripheral
C) rational; emotional
D) motivational; perceptual
E) personality; situational
Q2) Posttesting with tracking studies would be conducted at the final production stage of ad message research.
A)True
B)False
Q3) Who originally devised a procedure to measure consumers' emotional reactions to ads by using photos to reflect different emotions?
A) BBDO Worldwide ad agency
B) Affectiva
C) IPSOS ASI
D) Nielsen Catalina Solutions
E) nViso
Q4) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) A manufacturer of fruit juice has to pay retailers a fee if they want to get their new product onto the retailer's shelves.This is an example of a(n)_____ allowance.
A) slotting
B) bill-back
C) spiff
D) off-invoice
E) co-marketing
Q2) Consumers obtain _____ benefits when taking advantage of sales promotion offers,including a sense of being a wise shopper,and/or a need for stimulation and variety.
A) functional
B) hedonic
C) reduced search
D) cost
E) utilitarian
Q3) Slotting allowances are the fees that manufacturers pay retailers for access to more or better shelf space for existing brands.
A)True
B)False
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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116 Verified Questions
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Sample Questions
Q1) The overarching objective of consumer-oriented promotions is to promote increased sales.
A)True
B)False
Q2) A manufacturer that is distributing coupons via the third screen is distributing them how?
A) online
B) via e-mail
C) through television offers
D) through mobile phones
E) at the point of sale
Q3) The three general categories of promotion objectives directed at influencing consumer behavior are generating purchase trial and retrial,encouraging repeat purchases,and reinforcing brand images.
A)True
B)False
Q4) Mail- and media-delivered coupons delay reward but they also generate trial purchase behavior.
A)True B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Laurie received a free Hawaiian shirt from Tropicana Orange Juice by sending in ten proofs of purchases.What type of premium is this?
A) free-with-purchase premium
B) in-pack premium
C) on-pack premium
D) wearable premium
E) mail-in offer
Q2) Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne.The ultimate purpose of the contest was to encourage people to visit Buick dealerships.Of the more than 500,000 entrants to the contest,3,000 agreed to take a test drive.This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding _____.
A) brand image
B) geographic reach
C) online brand community
D) new driver segment
E) database
Q3) Compare and contrast overlay and tie-in promotions and give an example of each.
Q4) Define what a premium is,and name and describe the four types of premiums.
Page 22
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.
A) proactive marketing public relations
B) cause-related marketing public relations
C) image engineering
D) reactive marketing public relations
E) sponsorship
Q2) The most common form of CRM arrangement involves a company contributing to a designated cause every time the customer undertakes some action that supports the company and its brands.The company's contribution is,in other words,contingent on the customer's _____.
A) being aware of the brand
B) supporting a cause
C) gaining knowledge of the brand
D) performing a behavior
E) being generous
Page 23
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Chapter 22: Packaging, Pop Communications, and Signage
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146 Flashcards
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Sample Questions
Q1) Orange is often considered active,stimulating,energetic and vital.
A)True
B)False
Q2) Temporary POP displays have an intended lifespan up to six months,while permanent displays are intended for use for more than six months.
A)True
B)False
Q3) The major forms of billboard advertising are painted bulletins and kiosks.
A)True
B)False
Q4) In order to encourage retailers to use POP materials,manufacturers must design these materials to satisfy which of the following requirements? They are _____.
A) attractive, convenient, and useful for consumers
B) the right size and format
C) user friendly
D) sent to stores when they are needed
E) All of these are correct.
Q5) Name and describe the four categories of POP materials.
Q6) Name and describe the two major forms of billboard advertising.
Page 24
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Chapter 23: Personal Selling
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106 Flashcards
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Sample Questions
Q1) Implication questions,part of the SPIN method,assess the value or usefulness of a proposed solution.
A)True
B)False
Q2) Describe the differences between antiquated selling and modern selling.
Q3) All of the following factors affect the effectiveness of selling behaviors except _____.
A) salesperson's resources
B) type of buying task
C) customer-salesperson relationship
D) use of the SPIN method
E) interactions among the factors
Q4) _____ may require less training for salespeople than the other forms of selling.
A) technical selling
B) trade selling
C) retail selling
D) inside selling
E) new-business selling
Q5) Discuss the advantages of pursuing a career in personal selling.
Q6) List and briefly describe each step or phase in personal selling.
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