Question 1

Young & Rubicam views a brand's stature has a combination of which of the following factors?

Accepted Answer

A) esteem and knowledge 
B) differentiation and relevance 
C) knowledge and relevance 
D) familiarity and esteem 
E) familiarity and differentiation 
A) esteem and knowledge 
B) differentiation and relevance 
C) knowledge and relevance 
D) familiarity and esteem 
E) familiarity and differentiation D

Question 2

The number one factor influencing peoples' future choices for a product is:

Accepted Answer

A) price of the brand vis-à-vis store brands. 
B) current quality of the brand. 
C) past experiences with the brand. 
D) service associated with the brand. 
E) none of the above 
A) price of the brand vis-à-vis store brands. 
B) current quality of the brand. 
C) past experiences with the brand. 
D) service associated with the brand. 
E) none of the above C

Question 3

Scott Bedbury of Starbuck's Coffee says that brands only work for some product categories and that firms must ensure that they are in the correct category before expending funds in branding efforts.

Accepted Answer

A) True 
 B)False  False

Question 4

Mike Martin, speaking about APPS, said:

Accepted Answer

A) APPs should trump ideas. 
B) ideas should never trump APPS. 
C) communications technology is overrated. 
D) APPS should never trump ideas. 
E) the next big advertising breakthrough will come the world of ideas. 
A) APPs should trump ideas. 
B) ideas should never trump APPS. 
C) communications technology is overrated. 
D) APPS should never trump ideas. 
E) the next big advertising breakthrough will come the world of ideas.

Question 5

A product is ________ while a brand is ________.

Accepted Answer

A) tangible; ephemeral 
B) manufactured; created 
C) valuable; value-full 
D) unchanging; static 
E) communicate; understood 
A) tangible; ephemeral 
B) manufactured; created 
C) valuable; value-full 
D) unchanging; static 
E) communicate; understood

Question 6

Which of the following strategies might a manufacturer choose when a product has nearly reached the end of the retentive stage?

Accepted Answer

A) increase the amount of reminder advertising to lengthen the stage 
B) initiate comparative advertising to drive the product back into the competitive stage 
C) maintain current advertising expenditures and support until the product becomes unprofitable 
D) expand the market into a newer pioneering stage 
E) reinforce the current uses of the products to existing customers through advertising 
A) increase the amount of reminder advertising to lengthen the stage 
B) initiate comparative advertising to drive the product back into the competitive stage 
C) maintain current advertising expenditures and support until the product becomes unprofitable 
D) expand the market into a newer pioneering stage 
E) reinforce the current uses of the products to existing customers through advertising

Question 7

According to Howard, Merrell & Partners, branding is:

Accepted Answer

A) an advertising decision. 
B) strategically unimportant. 
C) a financial decision. 
D) middle management focus. 
E) product leverage. 
A) an advertising decision. 
B) strategically unimportant. 
C) a financial decision. 
D) middle management focus. 
E) product leverage.

Question 8

If a manufacturer determines that a product has outlived its effective market, the product lifecycle model would suggest:

Accepted Answer

A) immediately pulling the product from the market. 
B) invigorating the advertising. 
C) quit advertising and other types of promotional support. 
D) increasing promotional efforts. 
E) shifting the marketing channel to end lot outlets. 
A) immediately pulling the product from the market. 
B) invigorating the advertising. 
C) quit advertising and other types of promotional support. 
D) increasing promotional efforts. 
E) shifting the marketing channel to end lot outlets.

Question 9

Brad Majors says that this part of the marketing mix is the communications aspect of the other four P's.

Accepted Answer

A) product 
B) place 
C) price 
D) promotion 
E) placement 
A) product 
B) place 
C) price 
D) promotion 
E) placement

Question 10

The personal relationship between the brand and the consumer provides the most meaningful description of brand equity.

Accepted Answer

A) True 
 B)False

Question 11

Before you attempt to create new advertising for a product, you should use the advertising spiral to answer which of the following questions?

Accepted Answer

A) Should we cancel pioneering advertising for the newer competitive type? 
B) In which stage is the product? 
C) Should we cancel competitive advertising in order to retain loyal users of the product? 
D) Should we ignore users of a competitive product and become even more passive in the retentive stage? 
E) What portion of our advertising should be reminder? 
A) Should we cancel pioneering advertising for the newer competitive type? 
B) In which stage is the product? 
C) Should we cancel competitive advertising in order to retain loyal users of the product? 
D) Should we ignore users of a competitive product and become even more passive in the retentive stage? 
E) What portion of our advertising should be reminder?

Question 12

The continuing discovery of new uses for aspirin has kept this product in what stage of the advertising spiral?

Accepted Answer

A) new competitive stage 
B) new retentive stage 
C) new pioneering stage 
D) pioneering stage 
E) competitive stage 
A) new competitive stage 
B) new retentive stage 
C) new pioneering stage 
D) pioneering stage 
E) competitive stage

Question 13

Advertisers and their agencies are likely to agree that:

Accepted Answer

A) a brand is an organization's most valuable asset. 
B) a brand is an organization's most overvalued asset. 
C) a brand is an organizational liability. 
D) a brand is an organization's measure of intelligent management of personnel. 
E) a brand is relatively unimportant to most firms. 
A) a brand is an organization's most valuable asset. 
B) a brand is an organization's most overvalued asset. 
C) a brand is an organizational liability. 
D) a brand is an organization's measure of intelligent management of personnel. 
E) a brand is relatively unimportant to most firms.

Question 14

For products in the retentive stage, what question must management answer?

Accepted Answer

A) Can the product be significantly improved so that it overwhelms its category? 
B) Can we extend the product line? 
C) Can the product be introduced in new markets without any additional advertising expense? 
D) Can advertising be increased to lengthen the stage? 
E) Can we immediately stop production? 
A) Can the product be significantly improved so that it overwhelms its category? 
B) Can we extend the product line? 
C) Can the product be introduced in new markets without any additional advertising expense? 
D) Can advertising be increased to lengthen the stage? 
E) Can we immediately stop production?

Question 15

Above all else, branding has been historically, and still is today, all about:

Accepted Answer

A) telling a story. 
B) making connections selling a product. 
C) manipulating perceptions. 
D) selling a product. 
E) promoting value. 
A) telling a story. 
B) making connections selling a product. 
C) manipulating perceptions. 
D) selling a product. 
E) promoting value.

Question 16

Called the ________ stage, according to the life-cycle model of advertising, it's when the necessity for a product is not recognized but needs to be established, or when the need is established but the success of the product in filling that need has to be established.

Accepted Answer

The answer of Called the ________ stage, according to the...

Question 17

To determine when a product reaches a particular stage(s)in a given market at a given time, and what the thrust of the advertising message should be, you can utilize the:

Accepted Answer

A) advertising spiral. 
B) life cycle. 
C) product feature grid. 
D) strategy spiral. 
E) SWOT analysis. 
A) advertising spiral. 
B) life cycle. 
C) product feature grid. 
D) strategy spiral. 
E) SWOT analysis.

Question 18

In order to gain brand insights for planning purposes, some agencies will do a SWOT analysis.

Accepted Answer

A) True 
 B)False

Question 19

A major change in the brand environment today stems from the influence of:

Accepted Answer

A) traditional media. 
B) consumers. 
C) the profit squeeze. 
D) the intelligence of shareowners. 
E) digital communications. 
A) traditional media. 
B) consumers. 
C) the profit squeeze. 
D) the intelligence of shareowners. 
E) digital communications.

Question 20

Pioneering advertising must do more than simply present a product; it must implant a new custom, change habits, develop new usage, or cultivate new standards of living-it must educate.

Accepted Answer

A) True 
 B)False

Exam 3: Brand Planning and the Advertising Spiral

Young & Rubicam views a brand's stature has a combination of which of the following factors?

The number one factor influencing peoples' future choices for a product is:

Scott Bedbury of Starbuck's Coffee says that brands only work for some product categories and that firms must ensure that they are in the correct category before expending funds in branding efforts.

Mike Martin, speaking about APPS, said:

A product is ________ while a brand is ________.

Which of the following strategies might a manufacturer choose when a product has nearly reached the end of the retentive stage?

According to Howard, Merrell & Partners, branding is:

If a manufacturer determines that a product has outlived its effective market, the product lifecycle model would suggest:

Brad Majors says that this part of the marketing mix is the communications aspect of the other four P's.

The personal relationship between the brand and the consumer provides the most meaningful description of brand equity.

Before you attempt to create new advertising for a product, you should use the advertising spiral to answer which of the following questions?

The continuing discovery of new uses for aspirin has kept this product in what stage of the advertising spiral?

Advertisers and their agencies are likely to agree that:

For products in the retentive stage, what question must management answer?

Above all else, branding has been historically, and still is today, all about:

Called the ________ stage, according to the life-cycle model of advertising, it's when the necessity for a product is not recognized but needs to be established, or when the need is established but the success of the product in filling that need has to be established.

To determine when a product reaches a particular stage(s)in a given market at a given time, and what the thrust of the advertising message should be, you can utilize the:

In order to gain brand insights for planning purposes, some agencies will do a SWOT analysis.

A major change in the brand environment today stems from the influence of:

Pioneering advertising must do more than simply present a product; it must implant a new custom, change habits, develop new usage, or cultivate new standards of living-it must educate.

Background of Todays Advertising

Roles of Advertising

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

A product is while a brand is .