Question 1

Prior to making a brand's strategic plan to create advertising for a product, which of the following is of significant importance?

Accepted Answer

A) the competitor's product 
B) the firm's product 
C) the consumer's wants and needs 
D) the marketing objectives 
E) the budget 
A) the competitor's product 
B) the firm's product 
C) the consumer's wants and needs 
D) the marketing objectives 
E) the budget

Question 2

In the newer pioneering stage, techniques used to entice more people to use the product include:

Accepted Answer

A) making product innovations. 
B) pruning the line. 
C) increasing the advertising budget. 
D) increasing the incentive for sales people. 
E) changing the marketing channel. 
A) making product innovations. 
B) pruning the line. 
C) increasing the advertising budget. 
D) increasing the incentive for sales people. 
E) changing the marketing channel.

Question 3

To expand its market, a company might have to use pioneering and competitive types of advertising simultaneously.

Accepted Answer

A) True 
 B)False

Question 4

The product is the brand because like a product, a brand is manufactured.

Accepted Answer

A) True 
 B)False

Question 5

Because of digital technology, word of mouth is a check on whether advertisers are delivering what they promised.

Accepted Answer

A) True 
 B)False

Question 6

A product entering the new pioneering stage in reality is in:

Accepted Answer

A) similar stages in similar markets. 
B) different stages in different markets. 
C) similar stages in different markets. 
D) different stages in similar markets. 
E) an entirely different market. 
A) similar stages in similar markets. 
B) different stages in different markets. 
C) similar stages in different markets. 
D) different stages in similar markets. 
E) an entirely different market.

Question 7

Integrated marketing communication seeks to build brand equity by communicating a single, cohesive brand message to consumers.

Accepted Answer

A) True 
 B)False

Question 8

The general acceptance by the consumer of a new product indicates that the product is entering which stage of the life cycle?

Accepted Answer

A) maturity 
B) competitive 
C) pioneering 
D) retentive 
E) growth 
A) maturity 
B) competitive 
C) pioneering 
D) retentive 
E) growth

Question 9

Products are at their most profitable level in the retentive stage because:

Accepted Answer

A) developmental costs are back loaded. 
B) developmental costs have been amortized. 
C) the highest price level can be maintained. 
D) sales contacts are still being established. 
E) distribution channels compete for the business. 
A) developmental costs are back loaded. 
B) developmental costs have been amortized. 
C) the highest price level can be maintained. 
D) sales contacts are still being established. 
E) distribution channels compete for the business.

Question 10

What is replacing traditional models of advertising and consumer communication?

Accepted Answer

A) value-based pricing strategies 
B) increasing use of cash incentives, coupons, and premiums 
C) using integrated marketing communications tools in a single strategy 
D) habitual purchasing patterns by consumers 
E) frequent one-way communications through digital media 
A) value-based pricing strategies 
B) increasing use of cash incentives, coupons, and premiums 
C) using integrated marketing communications tools in a single strategy 
D) habitual purchasing patterns by consumers 
E) frequent one-way communications through digital media

Question 11

Ogilvy & Mather primarily uses "buzz" or word of mouth to transfer brand information through social networks.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following can cause purchase behaviors to change?

Accepted Answer

A) changes in consumer's needs 
B) changes in life stage 
C) changes in income 
D) changes in technology 
E) All of the above can cause changes in purchase behaviors. 
A) changes in consumer's needs 
B) changes in life stage 
C) changes in income 
D) changes in technology 
E) All of the above can cause changes in purchase behaviors.

Question 13

The retentive stage is the most profitable one for the product.

Accepted Answer

A) True 
 B)False

Question 14

What are the failure rates of new brands entering an existing category and those undergoing brand extensions?

Accepted Answer

A) 25% and 52% 
B) 30% and 64% 
C) 40% and 72% 
D) 50% and 84% 
E) 60% and 92% 
A) 25% and 52% 
B) 30% and 64% 
C) 40% and 72% 
D) 50% and 84% 
E) 60% and 92%

Question 15

Creative product innovation does not automatically mean increased market share as shown by Royal Crown Cola's experiences.

Accepted Answer

A) True 
 B)False

Question 16

Brand equity can be increased by using:

Accepted Answer

A) integrated brand image. 
B) integral brand management. 
C) integrated marketing communications. 
D) integrated brand cohesion. 
E) internal marketing connections. 
A) integrated brand image. 
B) integral brand management. 
C) integrated marketing communications. 
D) integrated brand cohesion. 
E) internal marketing connections.

Question 17

A product in the ________ stage is a product has reached its general usefulness but must communicate the product's position or differentiate it to the consumer.

Accepted Answer

The answer of A product in the ________ stage is...

Question 18

The Brand Asset Valuator measures the relationship between the vitality and longevity of a brand in order to help diagnose problems and solutions.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT a measure of the strength of a brand's equity?

Accepted Answer

A) brand consequence 
B) market share 
C) brand sensitivity 
D) image attributes 
E) brand loyalty 
A) brand consequence 
B) market share 
C) brand sensitivity 
D) image attributes 
E) brand loyalty

Question 20

In the competitive stage, a pioneer of a newly accepted product usually:

Accepted Answer

A) faces diminishing growth in the product category. 
B) has established an advantage of leadership that can give dominance in the market. 
C) has not established the brand in the consumer's mind. 
D) must cut back on advertising expenditures to remain competitive. 
E) is a brand extension that may work. 
A) faces diminishing growth in the product category. 
B) has established an advantage of leadership that can give dominance in the market. 
C) has not established the brand in the consumer's mind. 
D) must cut back on advertising expenditures to remain competitive. 
E) is a brand extension that may work.

Exam 3: Brand Planning and the Advertising Spiral

Prior to making a brand's strategic plan to create advertising for a product, which of the following is of significant importance?

In the newer pioneering stage, techniques used to entice more people to use the product include:

To expand its market, a company might have to use pioneering and competitive types of advertising simultaneously.

The product is the brand because like a product, a brand is manufactured.

Because of digital technology, word of mouth is a check on whether advertisers are delivering what they promised.

A product entering the new pioneering stage in reality is in:

Integrated marketing communication seeks to build brand equity by communicating a single, cohesive brand message to consumers.

The general acceptance by the consumer of a new product indicates that the product is entering which stage of the life cycle?

Products are at their most profitable level in the retentive stage because:

What is replacing traditional models of advertising and consumer communication?

Ogilvy & Mather primarily uses "buzz" or word of mouth to transfer brand information through social networks.

Which of the following can cause purchase behaviors to change?

The retentive stage is the most profitable one for the product.

What are the failure rates of new brands entering an existing category and those undergoing brand extensions?

Creative product innovation does not automatically mean increased market share as shown by Royal Crown Cola's experiences.

Brand equity can be increased by using:

A product in the ________ stage is a product has reached its general usefulness but must communicate the product's position or differentiate it to the consumer.

The Brand Asset Valuator measures the relationship between the vitality and longevity of a brand in order to help diagnose problems and solutions.

Which of the following is NOT a measure of the strength of a brand's equity?

In the competitive stage, a pioneer of a newly accepted product usually:

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

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The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

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The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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