Exam 1: Strategic Brand Communication

How does a brand name add value to a product?

Goodwill refers to the part of brand equity that is based on relationships.

Only manufacturers advertise.

Advertising,sales promotion,personal selling,public relations,and direct marketing are all promotional tools ________.

The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.

Using ________,a marketer sets a high price for a product to make the product seem worthy or valuable.

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

________ markets consist of people who buy products and services for personal or household use.

Marcom is an abbreviation for ________.

Integrated marketing communication (IMC)is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a company.

Harpo Enterprises maintains OWN (the Oprah Winfrey Network),a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

A(n)________ brand is available in a number of different countries in various parts of the world.

Which of the following is LEAST likely to be a factor on which the price of a product is based?

Brand ________ programs offer customers rewards for repeat business.

Price copy is the focus of a great deal of retail advertising.

Which pricing strategy is used to communicate a dramatic or temporary price reduction?

Which of the following is NOT a desirable quality for a brand name?

Why is it important for a brand promise to be simple and honest?

In personal sales,leads are also known as prospects.

Which of the following adds primarily psychological value to a product?