Brand Management
Pre-Test Questions
Course Introduction
Brand Management explores the strategic importance of brands in today's marketplace, focusing on how organizations create, develop, position, and sustain successful brands. The course examines the principles and practices for building brand equity, the role of brand identity, brand architecture, and the challenges associated with managing brands across diverse product categories and global markets. Students will analyze real-world cases and learn techniques for measuring brand performance, developing brand strategies, and leveraging digital media for brand growth, with an emphasis on both theoretical foundations and practical applications in branding.
Recommended Textbook
Social Media Marketing 1st Edition by Tracy L. Tuten
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10 Chapters
1001 Verified Questions
1001 Flashcards
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Chapter 1: The Horizontal Revolution
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100 Flashcards
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Sample Questions
Q1) Which one of the social media space zones primarily aids in the dissemination of content to an audience?
A) social community
B) social publishing
C) social entertainment
D) social commerce
E) social punishment
Answer: B
Q2) Reflect on why a culture of participation is critical to the success and effectiveness of social media.In your answer,describe how the values of a society or culture can help to facilitate or hinder a culture of participation.
Answer: Social media enables active participation in the form of communicating,creating,joining,collaborating,working,sharing,socializing,playing,buying and selling,and learning within interactive and interdependent networks.
Q3) iTunes is categorized as a virtual world.
A)True
B)False
Answer: False
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3
Chapter 2: Strategic Planning With Social Media
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100 Flashcards
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Sample Questions
Q1) ________ drive a brand's paid and owned media,extend a brand's story,and foster social experiences.
A) Activation tools
B) Hashtags
C) Creative assets
D) Social personas
E) Stunts
Answer: C
Q2) The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.
A) activation tool
B) hashtag
C) creative asset
D) social persona
E) stunt
Answer: C
Q3) Give an example of a love mark that has personal relevance to you.
Answer: A love mark is a brand that commands passionate loyalty from its target market.
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Chapter 3: Social Consumers
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100 Flashcards
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Sample Questions
Q1) ________ segmentation refers to segmenting markets by age,gender,income,ethnic background,educational attainment,family life cycle,and occupation.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Behavioral Answer: B
Q2) ________ are small pieces of data that are dropped onto consumers' hard drives,often used to track searches,site visits,clicks,and even the contents of electronic shopping carts.
A) RSS feeds
B) Cookies
C) Roving nodes
D) Social media touchpoints
E) Banner ads
Answer: B
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Chapter 4: Digital Communities
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100 Flashcards
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Sample Questions
Q1) Which of the following is a term for a relationship in a social network?
A) maven
B) norm
C) node
D) tie
E) presence
Q2) Stopping for a red traffic light is an example of a norm.
A)True
B)False
Q3) ________ are rules that govern behavior.
A) Ties
B) Impressions
C) Cascades
D) Norms
E) Nodes
Q4) Online communities develop their own cultures.
A)True
B)False
Q5) Reflect on why most online communities are democratic.
Q6) Reflect on opinion leaders that you personally know and why they are valuable.
Page 6
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Chapter 5: Social Communities
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100 Flashcards
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Sample Questions
Q1) The fandom characteristic of fans personally and publicly associating with likeminded fans is:
A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.
Q2) In a(n)________,developers post their programs on a public site and a community of volunteers is free to tinker with them,develop other applications using the code,then give their changes away for free.
A) activity stream
B) backchannel
C) internal social network
D) open source model
E) niche market
Q3) Facebook's "wall" is an example of an activity stream.
A)True
B)False
Q4) Reflect on what makes a social network site personally "sticky" to you.
Q5) Do you experience social networking fatigue?
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Chapter 6: Social Publishing
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Sample Questions
Q1) Whereas blogs share a story,microblogs share ________.
A) friends
B) headlines
C) novels
D) facts
E) food
Q2) Filler content and pillar content are essentially of the same originality and substance.
A)True
B)False
Q3) Flagship content creates a draw for years to come.
A)True
B)False
Q4) ________ use web properties (i.e.,links pages)to send one link to the home site and another link to the next property.
A) Trackbacks
B) Long tail keywords
C) Plug-ins
D) Linkwheels
E) Hooks
Page 8
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Chapter 7: Social Entertainment
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102 Flashcards
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Sample Questions
Q1) A QR code:
A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is two-dimensional that can be read using a webcam or mobile device equipped with a reader.
E) refers to the way the game world is experienced.
Q2) Which of the following statements is NOT a guideline for developing a successful ARG?
A) Have a story to tell.
B) Reveal the full story narrative at the beginning of the game.
C) Use obscure clues and messages that will require player interaction to decipher the scenes.
D) Utilize a variety of media.
E) Carefully design game elements to leverage the characteristics of the delivery medium.
Q3) Explain the necessity for image congruence between a brand and a game with which the brand is associated.
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Page 9
Chapter 8: Social Commerce
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Sample Questions
Q1) What products have you (or your friends or family)bought due to the influence tactic of affinity?
Q2) Which of the following social commerce approach characteristics is labeled as reciprocity?
A) Acknowledge opinions that were invited, incentivized, or facilitated by the brand.
B) Enable consumers to rate the value of opinions offered on the site.
C) Make it easy for users to share reviews on blogs and social networking platforms.
D) Acknowledge the value of the opinions customers offer.
E) Encourage consumers to contribute posts.
Q3) All cultures encourage conformity to the same degree.
A)True
B)False
Q4) People who write reviews tend to shop less frequently and to spend less online than those who do not write reviews.
A)True
B)False
Q5) Reflect on the various benefits social commerce offers to marketers.
Q6) Why should retailers welcome negative reviews?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Social media research:
A) is only secondary in nature.
B) is only primary in nature.
C) can only be secondary or primary in nature, but not both.
D) can be both secondary and primary in nature.
E) is neither secondary nor primary in nature.
Q2) Reflect on how marketers use the data collected by monitoring.
Q3) ________ refers to how people think or feel (especially feel)about an object such as a brand or a political candidate.
A) Bias
B) Consent
C) Echo
D) Sentiment
E) Content
Q4) Watching people as they shop and recording their behavior is a form of:
A) survey research.
B) observational research.
C) ethnographic research.
D) sentiment research.
E) netnography research.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) Tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content would be examples of ________.
A) activity metrics
B) viewthroughs
C) return metrics
D) clickthroughs
E) interaction metrics
Q2) The first step in the DATA approach is:
A) assess the costs of the program and the potential value of the results.
B) track the actual results and link those results to the program.
C) define the results that the program is designed to promote.
D) adjust the program based on results to optimize future outcomes.
E) promote the program in various social media channels.
Q3) Reflect on what is so important about measurement of outcomes in social media marketing.
Q4) Metrics should never shift as a social media campaign progresses.
A)True
B)False
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