Question 1

________ refers to all the messages directed to a consumer on behalf of a brand.

Accepted Answer

Integrated

Question 2

The stages in the life-cycle model as it relates to advertising include:

Accepted Answer

A) pioneering, strategic, and dismiss. 
B) pioneering, competitive, and retentive. 
C) pioneering, competitive, and demise. 
D) pioneering, planned, and decline. 
E) pioneering, maturity, and decline. 
A) pioneering, strategic, and dismiss. 
B) pioneering, competitive, and retentive. 
C) pioneering, competitive, and demise. 
D) pioneering, planned, and decline. 
E) pioneering, maturity, and decline.

Question 3

Competitive stage advertising is designed to answer what consumer question?

Accepted Answer

A) What does this product do? 
B) What need does this fulfill for me? 
C) Which brand shall I buy? 
D) Does this brand still exist? 
E) Which brand is the most popular? 
A) What does this product do? 
B) What need does this fulfill for me? 
C) Which brand shall I buy? 
D) Does this brand still exist? 
E) Which brand is the most popular?

Question 4

Until people realize they need a product or service, that service or product is in the pioneering stage.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following pertain to phenomena in the pioneering stage?

Accepted Answer

A) In 2008, almost 60,000 products filled a typical supermarket. 
B) In 2008, Procter & Gamble alone introduced about 250 new products. 
C) In 2008, nearly 48,000 products filled a typical supermarket. 
D) In 2008, nearly 500 new products, variations or size were launched. 
E) In 2008, nearly a quarter of all products that filled those shelves were replaced a year later. 
A) In 2008, almost 60,000 products filled a typical supermarket. 
B) In 2008, Procter & Gamble alone introduced about 250 new products. 
C) In 2008, nearly 48,000 products filled a typical supermarket. 
D) In 2008, nearly 500 new products, variations or size were launched. 
E) In 2008, nearly a quarter of all products that filled those shelves were replaced a year later.

Question 6

Which is NOT a logical step to take when attempting to gain an understanding of the marketing situation and a brand's equity?

Accepted Answer

A) brand equity research 
B) brand equity audit analysis 
C) market textual analysis 
D) strategic options and recommendations 
E) creative brief 
A) brand equity research 
B) brand equity audit analysis 
C) market textual analysis 
D) strategic options and recommendations 
E) creative brief

Question 7

The brand equity audit analysis is the first step in developing an integrated marketing communication strategy plan.

Accepted Answer

A) True 
 B)False

Question 8

The Brand Asset Valuator created by Young & Rubicam evaluates weaknesses and strengths of a brand according to which of the following factors?

Accepted Answer

A) tangibility and intangibility 
B) market share and life cycle stages 
C) vitality and stature 
D) emotions and cognition 
E) recognition and relevance 
A) tangibility and intangibility 
B) market share and life cycle stages 
C) vitality and stature 
D) emotions and cognition 
E) recognition and relevance

Question 9

A purpose in the pioneering stage of a product's life cycle is:

Accepted Answer

A) to remind consumers about the product or service. 
B) to educate consumers about the new product or service. 
C) to show people the want they that did not appreciate before and that the advertised product fulfills that want. 
D) to show that the competitor's product actually is incapable of meeting a need that already has been recognized and could have been fulfilled before. 
E) to convince consumers that the new product or service is far less expensive than the competitor's. 
A) to remind consumers about the product or service. 
B) to educate consumers about the new product or service. 
C) to show people the want they that did not appreciate before and that the advertised product fulfills that want. 
D) to show that the competitor's product actually is incapable of meeting a need that already has been recognized and could have been fulfilled before. 
E) to convince consumers that the new product or service is far less expensive than the competitor's.

Question 10

Technology brings areas of the globe closer but advertising is becoming more disconnected from its historical base.

Accepted Answer

A) True 
 B)False

Question 11

The AFG Planning seven-step planning cycle helps develop a strategic advertising plan by using account planning at every stage.

Accepted Answer

A) True 
 B)False

Question 12

The third stage, the ________ stage of advertising a product, occurs when its general usefulness is known widely and its particular qualities are appreciated thoroughly.

Accepted Answer

The answer of The third stage, the ________ stage of...

Question 13

According to Scott Bedbury, former VP of marketing at Starbucks Coffee, a great brand would NOT:

Accepted Answer

A) keep a sharp focus on the short run. 
B) tap into emotions. 
C) tell a complete and final story. 
D) really know itself, so it does the unexpected. 
E) be relevant. 
A) keep a sharp focus on the short run. 
B) tap into emotions. 
C) tell a complete and final story. 
D) really know itself, so it does the unexpected. 
E) be relevant.

Question 14

According to Scott Bedbury, a brand-building expert, a great brand must be ________, which means it must meet what people want and perform the way people want it to.

Accepted Answer

The answer of According to Scott Bedbury, a brand-building expert,...

Question 15

The name given to the process of coordinating messages throughout a number of touch points, building brand equity, and building better marketing strategies for products.

Accepted Answer

A) unified brand management (UBF) 
B) integral market branding (IM
B)  
C) blended marketing communication (BM
C)  
D) product awareness process (PAP) 
E) integrated marketing communication (IM
C)  
A) unified brand management (UBF) 
B) integral market branding (IM
B)  
C) blended marketing communication (BM
C)  
D) product awareness process (PAP) 
E) integrated marketing communication (IM
C)

Question 16

AFG uses a seven-step planning cycle that helps create ________.

Accepted Answer

The answer of AFG uses a seven-step planning cycle that...

Question 17

Match between columns
                        Premises: Stage in the advertising spiral in which the need for the product is not recognized.
A holistic approach developed at Ogilvy & Mather that builds the brand at every point of contact utilizing both traditional advertising and nontraditional means, including direct marketing, public relations, sponsorships, consulting, and promotion.
These are among the many everyday products in the competitive stage.
Example of a product in the new pioneering stage: the manufacturer has to educate consumers about what this product can do beyond what it was originally intended to do.
The stage in which a product may be changed by adding a new ingredient or taking out an ingredient in an effort to get consumers to see the product in a new light.
Promise the brand makes is the promise it delivers.
Seven-step planning process pursued in evaluation of brand's life cycle to ensure long-term growth and brand equity.
An assessment tool that explains the strengths and weaknesses of brands on measures of stature and vitality.
The written work plan for all communications regarding the brand: advertising, public relations, promotion, and so forth.
This bridge between the insight of planning and the magic of creative innovation is the most powerful connection between the brand and the consumer.
Significant growth for the entire product category occurs.
The type of advertising used by brands that have reached the retentive stage.
Expanded version of the life-cycle model, it helps determine which stage or stages a product has reached at a specific time in a specific market and helps in the design of the thrust for that message.
Value people place on a brand in comparison to its competitions' brand.
Believes brand development is not an inexpensive shortcut in marketing but a long-term investment of time and money that will pay off down the marketing road.

Accepted Answer

The Answer of brand vision and reminder and advertising spiral is...

Question 18

An Ernst & Young study of truly new products that created a new product category showed a 33% failure rate.

Accepted Answer

A) True 
 B)False

Question 19

The building blocks that generate a brand's value are:

Accepted Answer

A) image, money, and trust. 
B) image, trust, continuity. 
C) trust, image, and familiarity. 
D) trust, familiarity, and continuity. 
E) continuity, familiarity, and positioning. 
A) image, money, and trust. 
B) image, trust, continuity. 
C) trust, image, and familiarity. 
D) trust, familiarity, and continuity. 
E) continuity, familiarity, and positioning.

Question 20

The advertising spiral but NOT the life cycle model:

Accepted Answer

A) ignores the fact that a product nearing the end of the life cycle must decline. 
B) ensures lifelong profitability for the manufacturer. 
C) demands quantitative value measurements. 
D) ignores the unimportant role the consumer plays in shaping advertising strategy. 
E) ignores cycles within the overall life cycle. 
A) ignores the fact that a product nearing the end of the life cycle must decline. 
B) ensures lifelong profitability for the manufacturer. 
C) demands quantitative value measurements. 
D) ignores the unimportant role the consumer plays in shaping advertising strategy. 
E) ignores cycles within the overall life cycle.

Exam 3: Brand Planning and the Advertising Spiral

________ refers to all the messages directed to a consumer on behalf of a brand.

The stages in the life-cycle model as it relates to advertising include:

Competitive stage advertising is designed to answer what consumer question?

Until people realize they need a product or service, that service or product is in the pioneering stage.

Which of the following pertain to phenomena in the pioneering stage?

Which is NOT a logical step to take when attempting to gain an understanding of the marketing situation and a brand's equity?

The brand equity audit analysis is the first step in developing an integrated marketing communication strategy plan.

The Brand Asset Valuator created by Young & Rubicam evaluates weaknesses and strengths of a brand according to which of the following factors?

A purpose in the pioneering stage of a product's life cycle is:

Technology brings areas of the globe closer but advertising is becoming more disconnected from its historical base.

The AFG Planning seven-step planning cycle helps develop a strategic advertising plan by using account planning at every stage.

The third stage, the ________ stage of advertising a product, occurs when its general usefulness is known widely and its particular qualities are appreciated thoroughly.

According to Scott Bedbury, former VP of marketing at Starbucks Coffee, a great brand would NOT:

According to Scott Bedbury, a brand-building expert, a great brand must be ________, which means it must meet what people want and perform the way people want it to.

The name given to the process of coordinating messages throughout a number of touch points, building brand equity, and building better marketing strategies for products.

AFG uses a seven-step planning cycle that helps create ________.

An Ernst & Young study of truly new products that created a new product category showed a 33% failure rate.

The building blocks that generate a brand's value are:

The advertising spiral but NOT the life cycle model:

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