Exam 2: Integrated Brand Communication

The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

Of the following, which method of adding value to a product is mostly psychological?

How a brand is different and superior in some way is referred to as ________.

Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root Beer, and Super 8. Why might such names with alphanumeric characters aid in brand name selection?

Which marketing element includes product design and development, performance, branding, and packaging?

Co-branding means acknowledging a supplier's brand as an important product feature or component.

Refer to the passage below to answer the following questions. Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price. To change this, Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products. -Manufacturers of apparel products using Gore-Tex include that information on their product labels as well as in their advertising. What is this known as, and why do these manufacturers do this?

Store brands are also referred to as ________.

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

Which of the following is NOT a principle of IMC?

________ refers to promoting and advertising the use of a brand name for a component used in manufacturing a product.

Refer to the following passage to answer the questions below. Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?

What is the first step in the marketing process?

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

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

________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

Parity products are those that have ________.

Brand equity measures the financial value the brand contributes to the company.

Diane is a repeat buyer of Dove beauty products. Diane is a consumer who is Dove's customer.

Refer to the following passage to answer the questions below. Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -Which promotion strategy is J&J pursuing?