Brand Management Review Questions
Course Introduction
Brand Management explores the strategies, tools, and theories essential for building, nurturing, and sustaining strong brands in competitive markets. The course examines the creation of brand equity, positioning, and identity, while considering the role of branding in consumer perception and organizational success. Students will analyze brand architecture, value propositions, and portfolio management, and will gain practical skills in developing branding campaigns, measuring brand performance, and managing challenges such as brand extensions and repositioning. Through real-world case studies and collaborative projects, participants will learn to apply core principles to develop and implement effective brand management strategies across various industries.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
Available Study Resources on Quizplus 23 Chapters
2562 Verified Questions
2562 Flashcards
Source URL: https://quizplus.com/study-set/365
Page 2
Chapter 1: An Overview of Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
101 Verified Questions
101 Flashcards
Source URL: https://quizplus.com/quiz/6168
Sample Questions
Q1) The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.
A)True
B)False
Answer: False
Q2) The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the brand-level marcom decision process.
A)True
B)False
Answer: False
Q3) Which term is preferred by most marketing practitioners to refer to the collection of advertising,sales promotions,public relations,event marketing,and other communication devices?
A) marketing promotion
B) promotion
C) sales promotion
D) marketing communications
E) integrated marketing communications
Answer: D
Page 3
To view all questions and flashcards with answers, click on the resource link above.
Chapter 2: Enhancing Brand Equity and Accountability
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6169
Sample Questions
Q1) An example of _____ is the sticker on a Dell computer that says "Intel Inside."
A) cross-branding
B) multi-branding
C) reference branding
D) ingredient branding
E) planned branding
Answer: D
Q2) This dimension includes brands that are down-to-earth,honest,wholesome,and cheerful.
A) excitement
B) sophistication
C) competence
D) sincerity
E) ruggedness
Answer: D
Q3) Brands scoring high on the sincerity dimension are considered reliable,intelligent,and successful.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
Available Study Resources on Quizplus for this Chatper
98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/6170
Sample Questions
Q1) The three main stages through which an individual becomes an adopter of a new or even established product are the awareness,trier,and repeater classes.
A)True
B)False
Answer: True
Q2) Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.
A)True
B)False
Answer: False
Q3) A good brand name should _____.
A) distinguish the brand from competitive offerings
B) describe the brand and its attribute benefits
C) achieve compatibility with a brand's desired image
D) be memorable and easy to pronounce
E) All of these are correct.
Answer: E
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Environmental, Regulatory, and Ethical Issues
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6171
Sample Questions
Q1) For marketing communicators,ethics involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.
A)True
B)False
Q2) Which of the following is NOT a benefit of regulation?
A) Consumer choice among alternatives is improved when consumers are better informed in the marketplace.
B) Product quality tends to improve in response to consumers' changing needs and preferences.
C) Unintended side effects are minimized with regulation compared to without it.
D) Reduced prices resulting from a reduction in a seller's "information market power."
E) All of these are benefits.
Q3) One criticism of advertising is that it creates and perpetuates stereotypes.
A)True
B)False
Q4) Discuss three ethical issues in advertising.
Q5) Compare and contrast the FTC's deceptive advertising and unfair advertising policies,and give an example of each type of advertisement.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/6172
Sample Questions
Q1) Which VALS group is the most likely to drink domestic beer?
A) Experiencers
B) Believers
C) Innovators
D) Survivors
E) Strivers
Q2) When positioning their brands,marketing communicators draw meaning _____ and transfer that meaning to their brands.
A) from the dictionary
B) objectively
C) subjectively
D) from consumers
E) from the culturally constituted world
Q3) Healthy Indulgers are in good health but are psychologically withdrawn from society.
A)True
B)False
Q4) Approximately half of Hispanic-Americans speak only or mostly Spanish at home.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: The Communication Process and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/6173
Sample Questions
Q1) Decoding is the process of translating thought into symbolic form.
A)True
B)False
Q2) Which of the following is an allegorical character?
A) Mr. Goodwrench
B) The Pillsbury dough boy
C) Mr. Clean
D) Geico gecko
E) All of these are correct.
Q3) The two main stages of perceptual encoding are feature analysis and delayed synthesis.
A)True
B)False
Q4) Give three examples of how noise can enter the communication process.Discuss the effects each of these would have on the advertiser's message.
Q5) Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: The Role of Persuasion in Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6174
Sample Questions
Q1) Calvin refuses to eat his spinach.His father says,"Eat your spinach,Calvin,and you can stay up one hour longer than your normal bedtime." What influence tool is the father using?
A) commitment and consistency
B) social proof
C) reciprocation
D) liking
E) authority
Q2) Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.
A)True
B)False
Q3) In Pavlov's experiment,the bell was the _____.
A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) None of these are correct.
Q4) Identify and explain the six tools of influence that were identified by Robert Cialdini.
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Objective Setting and Budgeting
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6175
Sample Questions
Q1) When MC > MR there is a _____.
A) marginal gain
B) sub-optimization of profits
C) need for increased advertising
D) marginal loss
E) maximization of profits
Q2) The encoding variability hypothesis states that people will be more likely to remember information that is relevant to their daily lives.
A)True
B)False
Q3) Which budgeting method sets the budget by examining what competitors are doing?
A) percentage-of-sales method
B) objective-and-task method
C) competitive parity method
D) affordability method
E) comparative method
Q4) The two broad type of marcom objectives are short-term and long-term.
A)True
B)False
Page 10
Q5) Name and describe the four practical budgeting methods.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Overview of Advertising Management
Available Study Resources on Quizplus for this Chatper
121 Verified Questions
121 Flashcards
Source URL: https://quizplus.com/quiz/6176
Sample Questions
Q1) Which agency compensation method is closely aligned with the advertiser's sales?
A) Media-commission system
B) Labor-based fee system
C) Outcome-based programs
D) Investment-based programs
E) Equity-based programs
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) perform all the basic functions of advertising for a client
E) does not perform other marcom functions, such as sales promotion and publicity
Q3) Advertising's primary role is at times to facilitate other marcom efforts.
A)True
B)False
Q4) Describe the various forms of advertising agency compensation.
Q5) List and describe the five functions of advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Effective and Creative Ad Messages
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/6177
Sample Questions
Q1) The self-direction value includes the desire for freedom,independence,choosing one's goals,and creativity.
A)True
B)False
Q2) "Agency mistakes" result from the agency's failure to identify a meaningful value proposition that distinguishes the brand from competitive offerings.
A)True
B)False
Q3) The essence of a message and the reward to the consumer for investing his or her time attending an advertisement is known as a(n)_____.
A) value proposition
B) creative brief
C) appropriateness summary
D) uniqueness proposition
E) message summary
Q4) Account managers are the voice of the customer.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
Available Study Resources on Quizplus for this Chatper
129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/6178
Sample Questions
Q1) The manager of the Fifth String,a music shop,notices that young male customers often loiter in front of sexy posters of female vocalists.What role does sex appeal play in this instance?
A) enhances recall
B) attracts and holds attention
C) elicits emotional identification
D) acts as subliminal cue
E) encourages larger purchases
Q2) Marketers can enhance the consumers' opportunity to encode information by
_____.
A) using loud music
B) using colorful ads
C) repeating brand information
D) employing verbal framing
E) increasing curiosity about the brand
Q3) For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.
A)True
B)False
Q4) Under what conditions should comparative advertising be used?
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Traditional Advertising Media
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6179
Sample Questions
Q1) When a national television advertiser places ads in select geographic markets,this is termed _____.
A) geographically selected advertising
B) local advertising
C) spot advertising
D) geodemographic advertising
E) network advertising
Q2) The best medium to leverage television advertising through the transfer of images is _____.
A) the Internet
B) radio
C) outdoor
D) magazines
E) newspaper
Q3) A strength of radio advertising is _____.
A) the ability to reach segmented audiences
B) the ability to reach prospective customers on a personal and intimate level
C) low cost per thousand
D) short lead-times
E) All of these are correct.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Online and Mobile Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6180
Sample Questions
Q1) Which of the following is NOT an Internet advertising format?
A) banner ads
B) websites
C) telephony
D) search engine advertising
E) superstitials
Q2) To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.
A)True
B)False
Q3) _____ ads are typically small,static ads placed in frequently visited websites.
A) Banner
B) Pop-Up
C) Interstitial
D) Superstitial.
E) CGI
Q4) Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Social Media
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/6181
Sample Questions
Q1) Twitter has helped consumers to _____ more so than anything else.
A) get coupons
B) shop
C) complain
D) babble
E) None of these are correct.
Q2) Social media sites can provide all of the following types of marketing information except _____.
A) consumer feedback
B) market share
C) brand sentiment
D) product improvement ideas
E) competitive insights
Q3) Gross rating points (GRPs)are a function of the percentage paying attention to an ad (whether on social media or traditional media)and the frequency of times the audience pays attention.
A)True
B)False
Q4) Explain three of the five points of comparison between traditional and social media.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Direct Marketing and Other Media
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6182
Sample Questions
Q1) Brand placements have occurred in songs.
A)True
B)False
Q2) Customer lifetime value is the net present value of the profit that a company stands to realize on the average new customer during a given number of years.
A)True
B)False
Q3) Which of the following is a major problem with direct mail?
A) intrusive and invasive of privacy
B) inefficient
C) lack of flexibility
D) inability to target a precisely defined group of people
E) lack of accountability
Q4) An up-to-date database provides firms with a number of assets,including the ability to calculate the lifetime value of a product.
A)True
B)False
Q5) Explain why data mining is an important activity for marketers.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Advertising Media: Planning and Analysis
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/6183
Sample Questions
Q1) Given a fixed advertising budget,the media planner cannot simultaneously optimize
A) reach, frequency, and continuity
B) awareness generation and brand image
C) GRP, TRP, and continuity
D) media and message
E) functional, emotional, and humorous appeal
Q2) A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs.The magazines,their ratings (in parentheses),and the number of ads that were placed in each magazine during June [in brackets] are as follows.Newsweek (25)[4]; Southern Living (30)[4]; Sports Illustrated (20)[4]; Golf Digest (20)[4]; GQ (?)[1].What is the rating for GQ?
A) 10
B) 20
C) 30
D) 40
E) 50
Q3) Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Measuring Ad Message Effectiveness
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/6184
Sample Questions
Q1) Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.
A)True
B)False
Q2) Which of the following statements is FALSE regarding advertising research?
A) Measures of advertising effectiveness are standardized across the industry.
B) Message research is also called copy research or copytesting.
C) Ad message research can be conducted at various stages from message development to after an ad appears in the media.
D) Advertising research is done under natural advertising conditions or laboratory situations.
E) Advertising research involves both pretesting and posttesting of messages.
Q3) PACT is an acronym for _____.
A) product advertising and consumer testing
B) positioning advertising copytesting
C) product advertising in compact markets
D) promotional advertising and consumer testing
E) placement of action copytests
To view all questions and flashcards with answers, click on the resource link above.
Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
Available Study Resources on Quizplus for this Chatper
149 Verified Questions
149 Flashcards
Source URL: https://quizplus.com/quiz/6185
Sample Questions
Q1) Trade promotions are most effective when _____.
A) they are used during off-peak seasons
B) they generate immediate sales
C) viewed from a long term perspective
D) they maximize the retailer's efforts and cost
E) they are constant throughout the year
Q2) Supershop,a 450-store supermarket chain,just ordered 90,000 cases of a new product from Smyrl Company,a relatively unknown regional manufacturer.The regular selling price per case is $24,but Supershop received a 15 percent discount off the regular case price.This discount is called a(n)_____.
A) slotting allowance
B) off-invoice allowance
C) vendor support allowance
D) trade incentive
E) bill-back allowance
Q3) The use of scanning technology is critical to the implementation of a pay-for-performance program.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/6186
Sample Questions
Q1) Advertising makes consumers aware of your brand and promotes a positive image; _____ serve(s)to consummate the transaction.
A) promotions
B) brand management
C) customer attitudes
D) customer behavior
E) demographics
Q2) Which of the following is a major form of couponing activity?
A) point-of-purchase coupons
B) mail- and media-delivered coupons
C) in- and on-pack coupons
D) online coupons
E) All of these are correct.
Q3) Freestanding inserts account for the majority of all coupons distributed in the United States.
A)True
B)False
Q4) Brand managers are increasingly distributing samples online.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6187
Sample Questions
Q1) Which of the following can participate in rebate fraud?
A) consumers
B) retailers
C) manufacturers
D) government
E) a, b, and c
Q2) The Federal Trade Commission states that there must be a hiatus period of at least 90 days between price-off label promotions on any given brand size.
A)True
B)False
Q3) Which type of premiums require the consumer to mail in a stipulated number of proofs of purchase along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item?
A) free-with-purchase premium
B) mail-in offer
C) self-liquidating offer
D) add-on premium
E) contingency premium
Q4) Compare and contrast price-off promotions and bonus packs.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/6188
Sample Questions
Q1) Which of the following is NOT a factor accounting for the growth of sponsorships?
A) Avoids the clutter inherent in advertising media.
B) Helps companies respond to consumers' changing media habits.
C) Allows companies to avoid regulatory restrictions placed on other media.
D) Helps companies gain the approval of various constituencies.
E) Enhances a brand's equity through relationships forged between a brand and a sponsored event.
Q2) Public relations efforts should not be aimed at employees.
A)True
B)False
Q3) Marketing public relations messages come across not as advertisements but as unbiased reports from journalists.
A)True
B)False
Q4) Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/6189
Sample Questions
Q1) Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.
A)True
B)False
Q2) Informing consumers is point-of-purchase's most basic communications function.
A)True
B)False
Q3) Painted bulletins are generally purchased on a monthly basis.
A)True
B)False
Q4) A color that connotes abundance,health,calmness,and serenity is _____.
A) blue
B) green
C) yellow
D) orange
E) purple
Q5) For a package to be effective,it must perform well on all the VIEW criteria.
A)True
B)False
Q6) Name and describe the two major forms of billboard advertising. Page 24
To view all questions and flashcards with answers, click on the resource link above.
Page 25
Chapter 23: Personal Selling
Available Study Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/6190
Sample Questions
Q1) How might a Japanese sales representative handle a customer experiencing a problem with the company's product?
Q2) All of the following are activities in a salesperson may engage except _____.
A) message customization
B) listening to prospects
C) pitching to journalists
D) demonstrating a product in use
E) communicating with clients
Q3) What form of selling involves recognizing that different selling approaches are needed in different sales situations?
A) SPIN selling
B) adaptive selling
C) objective-and-task selling
D) inside selling
E) technical selling
Q4) The distinguishing characteristic of retail sales is that the customer comes to the salesperson.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 26