Brand Management
Final Exam
Course Introduction
Brand Management explores the strategic and tactical processes involved in creating, maintaining, and enhancing brand equity. The course examines the principles of building strong brands, including positioning, identity, and differentiation, as well as the psychological and emotional connections brands foster with consumers. Students will analyze the use of various branding tools, such as visual identity, storytelling, and integrated marketing communications, and study real-world cases to understand brand revitalization, extension, and global branding challenges. Emphasis is placed on measuring brand performance and managing brand portfolios in a dynamic marketplace, equipping students with skills to develop effective branding strategies in both traditional and digital environments.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Sample Questions
Q1) Which of the following is NOT a technique used to generate publicity?
A)new releases
B)feature articles
C)photographs,films,and videotapes
D)packaging
E)press conferences
Answer: D
Q2) Which of the following statements accurately describe how mass communication differs from personal communication?
A)To reach a large audience,interpersonal communication is faster.
B)Interpersonal communication messages are more easily adapted to the receiver.
C)Mass communication has a greater ability to attract attention.
D)Cost per individual reached tends to be higher with mass communication.
E)Feedback tends to be more accurate with mass communication.
Answer: B
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Page 3
Chapter 2: The Role of Imc in the Marketing Process
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Q1) The headline on the ad for Broilmaster Grill read,"The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on:
A)product class
B)product attributes and benefits
C)price/quality
D)competitor
E)cultural symbol
Answer: B
Q2) Which of the following is NOT an example of a basis for implementing a positioning strategy?
A)price/quality
B)use or application
C)cultural symbol
D)product class
E)distribution intensity
Answer: E
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4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) From the perspective of a promotional planner,the primary purpose of most media is to:
A)entertain consumers
B)inform consumers
C)provide a way of reaching consumers with the company's marketing communications message
D)help the company understand the marketplace
E)do all of the above
Answer: C
Q2) Agency compensation under the commission system is based on:
A)total number of hours worked
B)a percentage of a client's marketing budget
C)a specified percentage of the cost of any advertising time or space the agency purchases for its client
D)a percentage of advertising production costs
E)the client's position in the distribution channel
Answer: C
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) The print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine.Which of the following theories states that this is an appropriate way to shape consumer behavior?
A)psychoanalytical theory
B)cognitive theory
C)reinforcement theory
D)affective modeling
E)operant conditioning
Q2) Leeanne is going to buy canned vegetables for her family's meals.Her evoked set would best be described as:
A)all brands of canned vegetables
B)all brands of canned vegetables that are not store brands
C)Del Monte and Stokely's canned vegetables because they are the only two brands she ever buys
D)any vegetable-fresh,frozen,or canned
E)whatever is stocked on her supermarket's shelves
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6
Chapter 5: The Communication Process
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Sample Questions
Q1) The encoding process leads to the development of:
A)a message
B)noise
C)a channel
D)feedback
E)a receiver
Q2) Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air.He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information.Trevor is engaging in what type of message processing?
A)support arguing
B)central processing
C)peripheral processing
D)source bolstering
E)source blocking
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Chapter 6: Source,message,and Channel Factors
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Q1) A magazine ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.This ad is an example of:
A)confrontational advertising
B)two-sided advertising
C)comparative advertising
D)a verbal appeal
E)refutational advertising
Q2) Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeal.
A)comparative
B)irrational
C)humor
D)fear
E)nonverbal
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) Direct-response advertisers generally set objectives and measure success in terms of:
A)brand awareness
B)brand attitudes
C)purchase intentions
D)sales response generated by an ad
E)brand equity
Q2) A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million dollars of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:
A)arbitrary allocation
B)the objective and task method
C)competitive parity
D)an S-shaped response
E)rapidly diminishing returns
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Chapter 8: Creative Strategy: Planning and Development
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Q1) According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):
A)unique selling theme
B)epiphany
C)revelation
D)big idea
E)illumination
Q2) One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."
A)animatic
B)campaign theme
C)repositioning strategy
D)copy platform
E)product specific preplanning input
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) 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)animation
Q2) Which of the following is an example of a favorable price appeal?
A)Dillard's department store announces a 24-hour sale.
B)Kroger supermarkets advertise their everyday low prices.
C)Denny's restaurant promotes its $2.99 Grand Slam Breakfast.
D)Nissan advertises the latest model of the Altima as the lowest priced car in its class.
E)All of the above use a favorable price appeal.
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11
Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Given the objective is comprehension of the message,the strategy should be to maximize ______ at the expense of _____.
A)frequency;reach
B)reach;frequency
C)reach;GRPs
D)GRPs;CPM
E)frequency;CPM
Q2) _____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.
A)Target ratings points
B)Gross ratings points
C)Coverage
D)Effective reach
E)Total market coverage
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Chapter 11: Evaluation of Broadcast Media
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Q1) Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.
A)Clutter content analysis
B)Zipping and zapping
C)Flighting and pulsing
D)Bursting and flighting
E)Narrowcasting
Q2) Statistical Research's Inc.'s RADAR:
A)collects information twice a year
B)is sponsored by the major national networks
C)is a radio audience measurement service
D)provides advertisers with time-period measurements for all dayparts
E)is accurately described by all of the above
Q3) All of the following are common television dayparts EXCEPT:
A)morning
B)daytime
C)early fringe
D)prime-time
E)drive-time
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Chapter 12: Evaluation of Print Media
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Sample Questions
Q1) The advertising manager for a fashionable,upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine.She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand.This reflects concern over what specific aspect of magazine advertising?
A)permanence
B)creative options
C)prestige of the publication
D)reproduction quality
E)costs
Q2) Natural Health,Paintball Sports,and Guns magazine are all examples of:
A)general interest consumer magazines
B)special interest consumer magazines
C)trade publications
D)professional magazines
E)special interest business magazines
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Chapter 13: Support Media
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Sample Questions
Q1) An ad in an office building elevator for a local Mexican restaurant is an example of:
A)a sales promotion
B)stationary advertising
C)transit advertising
D)aerial advertising
E)free-form advertising
Q2) The more up-to-date name for what was once called "specialty advertising" is:
A)in-store advertising
B)promotional products marketing
C)public relations enhancement
D)giveaway marketing
E)product placement
Q3) A whiskey distillery wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?
A)lack of clutter
B)low wearout
C)high attention from target audience
D)a captive audience
E)all of the above
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Page 15
Chapter 14: Direct Marketing
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Sample Questions
Q1) One of the reasons for the recent,rapid growth of direct marketing in American society is due to the:
A)the fact the U.S.has moved from an industrialized nation to a service nation
B)increase in the number of hours individuals spend watching television
C)proliferation of cellular phones
D)increased use of consumer credit cards
E)development of four-color printing presses
Q2) _____ is the direct,personal presentation,demonstration and sales of products to consumers in their homes.
A)A need-stimulus sales presentation
B)Direct marketing
C)A personal shopper program
D)Consultative selling
E)Direct selling
Q3) Databases are used:
A)to improve the selection of market segments
B)to assist in the stimulation of repeat purchases
C)to create transactional sales
D)as the foundation from which direct marketing programs evolve
E)in all of the above ways
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Chapter 15: The Internet and Interactive Media
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Q1) Kendra works for an environmental company that consults with governments and provides them with information necessary to revitalize damaged environments.Every morning when she logs onto her computer,she finds articles on the latest research on environmentally friendly technology,such as cola-powered cars.Advertisers of similar products appear as banner ads on Kendra's computer.This is an example of:
A)sales promotions
B)push technology
C)Webscrolling
D)SPAM
E)direct selling
Q2) For advertisers the Internet has been called the Wild Wild West because:
A)most of the Internet companies are located in the western part of the United States
B)there are little or no rules
C)so many head-to-head battles have occurred in the Internet industry
D)strategic marketing can be practiced with a winner-take-all showdown
E)the themes of western movies are easily transferred to Internet advertising Ethical Perspective 15-1
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Chapter 16: Sales Promotion
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Sample Questions
Q1) Among major packaged goods companies,the greatest percentage of the promotional budget is allocated to:
A)media advertising
B)consumer promotions
C)trade promotions
D)direct marketing
E)trade shows
Q2) Sampling programs are most effective when the product:
A)is of low unit value and samples do not cost too much
B)is divisible and can be broken into small sampling units
C)has a short purchase cycle so that consumers will be motivated to make an immediate purchase
D)has features and benefits that are easily experienced and appreciated
E)has any or all of the above characteristics
Q3) _____ coupon.
A)cross-ruff
B)bounce back
C)same purchase coupon
D)instant coupon
E)rebate coupon
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Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Sample Questions
Q1) ?
A)The effectiveness of MPR can be easily measured.
B)It is easy to tie slogans in with MPR activities.
C)MPR breaks through the clutter.
D)The use of MPR guarantees a specific media time and place.
E)All of the above statements describe advantages derived from the use of MPR.
Q2) ?
A)MPR lacks credibility.
B)MPR has no effect on consumers that have been found to be resistance to sales messages.
C)Clutter affects MPR more negatively than other promotional tools.
D)There are no standard effectiveness measures for MPR.
E)MPR weakens the ability of advertising programs by making them appear less credible.
Q3) External audits of a financial investment company would be conducted by:
A)its investors
B)a public relations specialist hired specifically to conduct the audit
C)top managers within the marketing department
D)media specialists
E)creatives
Page 19
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Chapter 18: Personal Selling
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Sample Questions
Q1) Research has shown combining advertising with personal selling results in:
A)an awkward reception of sales representatives
B)higher selling costs
C)improved reach
D)an excellent way to overcome negative publicity
E)none of the above
Q2) In personal selling,the communications sender is able to immediately receive and evaluate feedback from the receiver.This is referred to as _____ communications.
A)synergistic
B)adaptive
C)dyadic
D)indirect
E)consultative
Q3) Selling skills:
A)are a qualitative measure of sales effectiveness
B)include product knowledge
C)involve knowledge of company policies
D)include communication skills
E)are described by all of the above
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Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect.The other ad uses a spokesperson and emphasizes the safety of the car.Which type of ad effectiveness measure should BMW use to test which ad is most effective?
A)split-run testing
B)day-after recall
C)consumer juries
D)physiological measures
E)portfolio tests
Q2) Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.Which of the following is NOT one of the steps in this sequence?
A)establish communication objectives
B)use a consumer response model
C)decide whether to use pretests or posttests
D)use multiple measures
E)understand and implement proper research
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Chapter 20: International Advertising and Promotion
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Q1) Most Asian women are shy about their bodies.Eight-two percent of all Korean women sleep with underpants and a bra under their nighties.This would be important _____ information to a company like Victoria's Secret as it expands into Korean markets.
A)demographic
B)economic
C)cultural
D)political
E)infrastructure
Q2) Government regulations and controls in a country can affect which aspect of a company's advertising program in a foreign country?
A)the content of the ads
B)the media the advertisers can use
C)the use of foreign languages in ads
D)the production location of an ad
E)all of the above
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Chapter 21: Regulation of Advertising and Promotion
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Sample Questions
Q1) Under the original Federal Trade Commission Act of 1914,the FTC:
A)was given the power to issue cease-and-desist orders against firms engaging in deceptive practices
B)was given the power to pursue corrective advertising remedies to deceptive practices
C)could not prohibit false advertising unless there was evidence of injury to competition
D)was given the power to regulate all false and deceptive advertising practices that might injure competition or mislead consumers
E)was given the authority to establish a National Advertising Review Board
Q2) _____ are industry-wide rules used by the Federal Trade Commission that define unfair or deceptive practices.
A)Trade regulation rules
B)Affirmative disclosure
C)Corrective advertising
D)Cease-and-desist orders
E)Advertising guidelines
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Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Q1) Which of the following statements describes the portrayal of African-Americans and Hispanics in advertising?
A)The use of African-Americans in advertising has increased and the depiction of their social and role status has improved.
B)The use of African-Americans in advertising has increased,but their depictions often emphasize stereotypical roles.
C)The use of Hispanics in advertising has increased dramatically.
D)The use of Hispanics in television advertising has increased,but the manner in which they are depicted has worsened.
E)All of the above statements describe the portrayal of African-Americans and Hispanics in advertising.
Q2) _____ are moral principles and values that govern the actions and decisions of an individual or group.
A)Regulations
B)Guidelines
C)Ethics
D)Concerns
E)Social criticisms
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