Question 1

What is pattern advertising?

Accepted Answer

A)  Adverts for designer clothes 
B)  Adverts that don't show the product being advertised 
C)  A sequence of adverts that tell a story 
D)  Abstract advertising designed to get around the advertising code of practice 
E)  Adverts that look similar but use different images and slogans for different audiences 
A)  Adverts for designer clothes 
B)  Adverts that don't show the product being advertised 
C)  A sequence of adverts that tell a story 
D)  Abstract advertising designed to get around the advertising code of practice 
E)  Adverts that look similar but use different images and slogans for different audiences E

Question 2

What type of brand is Tesco Cola?

Accepted Answer

A)  Copycat brand 
B)  Own label brand 
C)  Public limited brand 
D)  Umbrella brand 
E)  Individual brand 
A)  Copycat brand 
B)  Own label brand 
C)  Public limited brand 
D)  Umbrella brand 
E)  Individual brand B

Question 3

Little Piggy is a brand of upmarket sausages sold through independent groceries and butchers. The marketing team want to build on the brand's success by broadening their product portfolio. They plan to start with Little Piggy pies. What kind of branding strategy is this?

Accepted Answer

A)  Line extension 
B)  Range extension 
C)  Multi-branding 
D)  Brand extension 
E)  Brand stretch 
A)  Line extension 
B)  Range extension 
C)  Multi-branding 
D)  Brand extension 
E)  Brand stretch D

Question 4

Why did the makers of the cleaning product Jif change its name to Cif?

Accepted Answer

A)  As part of an international standardisation strategy 
B)  They were sued by the makers of Jif lemon juice 
C)  Because 'cif' means 'clean' in a number of languages 
D)  As part of their product portfolio management - they had too many similar products 
E)  It was a printing error 
A)  As part of an international standardisation strategy 
B)  They were sued by the makers of Jif lemon juice 
C)  Because 'cif' means 'clean' in a number of languages 
D)  As part of their product portfolio management - they had too many similar products 
E)  It was a printing error

Question 5

Which of the following is part of a brand's identity?

Accepted Answer

A)  Name 
B)  Personality 
C)  Equity 
D)  Price 
E)  Audience perceptions 
A)  Name 
B)  Personality 
C)  Equity 
D)  Price 
E)  Audience perceptions

Question 6

Which of the following is a range brand?

Accepted Answer

A)  Gap 
B)  Cadbury's 
C)  McDonald's 
D)  CK1 
E)  Next 
A)  Gap 
B)  Cadbury's 
C)  McDonald's 
D)  CK1 
E)  Next

Question 7

Who tried, unsuccessfully, to re-brand themselves as Consignia?

Accepted Answer

A)  British Telecom 
B)  Mercury 
C)  Royal Mail 
D)  Virgin Media 
E)  The Home Delivery Network 
A)  British Telecom 
B)  Mercury 
C)  Royal Mail 
D)  Virgin Media 
E)  The Home Delivery Network

Question 8

What is a 'branded house'?

Accepted Answer

A)  A department store 
B)  A company that sells multiple brands 
C)  An alternative name for corporate branding 
D)  A single master brand that spans a set of sub brands 
E)  A company that owns multiple individual and competing brands 
A)  A department store 
B)  A company that sells multiple brands 
C)  An alternative name for corporate branding 
D)  A single master brand that spans a set of sub brands 
E)  A company that owns multiple individual and competing brands

Question 9

Sony laptops have a sticker on them which says 'Intel inside'. This is an example of what?

Accepted Answer

A)  Corporate branding 
B)  Dual branding 
C)  Piggyback branding 
D)  Multi-branding 
E)  Co-branding 
A)  Corporate branding 
B)  Dual branding 
C)  Piggyback branding 
D)  Multi-branding 
E)  Co-branding

Question 10

Why do many advertisements contain a pack shot?

Accepted Answer

A)  To help customers to recognise the packaging and remember the message of the advert 
B)  It is a legal requirement 
C)  It is a requirement of the advertising code of practice 
D)  It ensures customers will remember the advert and what product it was for 
E)  Because packaging represents a major investment and should therefore be shown off at every opportunity 
A)  To help customers to recognise the packaging and remember the message of the advert 
B)  It is a legal requirement 
C)  It is a requirement of the advertising code of practice 
D)  It ensures customers will remember the advert and what product it was for 
E)  Because packaging represents a major investment and should therefore be shown off at every opportunity

What is pattern advertising?

What type of brand is Tesco Cola?

Little Piggy is a brand of upmarket sausages sold through independent groceries and butchers. The marketing team want to build on the brand's success by broadening their product portfolio. They plan to start with Little Piggy pies. What kind of branding strategy is this?

Why did the makers of the cleaning product Jif change its name to Cif?

Which of the following is part of a brand's identity?

Which of the following is a range brand?

Who tried, unsuccessfully, to re-brand themselves as Consignia?

What is a 'branded house'?

Sony laptops have a sticker on them which says 'Intel inside'. This is an example of what?

Why do many advertisements contain a pack shot?

Marketing Today

Marketing Environment

Buyer Behaviour

Market Segmentation, Targeting and Positioning

Marketing Research

Product

Service Products

Promotion

Place

Price

Marketing Planning

Filters

Exam 11: Building Brands With the Marketing Mix

What is pattern advertising?

What type of brand is Tesco Cola?

Little Piggy is a brand of upmarket sausages sold through independent groceries and butchers. The marketing team want to build on the brand's success by broadening their product portfolio. They plan to start with Little Piggy pies. What kind of branding strategy is this?

Why did the makers of the cleaning product Jif change its name to Cif?

Which of the following is part of a brand's identity?

Which of the following is a range brand?

Who tried, unsuccessfully, to re-brand themselves as Consignia?

What is a 'branded house'?

Sony laptops have a sticker on them which says 'Intel inside'. This is an example of what?

Why do many advertisements contain a pack shot?

Marketing Today

Marketing Environment

Buyer Behaviour

Market Segmentation, Targeting and Positioning

Marketing Research

Product

Service Products

Promotion

Place

Price

Marketing Planning

Filters