Question 1

New uses for established products prompt the need for a new stage of pioneering advertising.

Accepted Answer

A) True 
 B)False

Question 2

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 3

According to Brad Majors, the fifth P in the marketing mix is public relations.

Accepted Answer

A) True 
 B)False

Question 4

An advertiser's main goal in the retentive stage is to:

Accepted Answer

A) maintain market share. 
B) encourage consumer trial of other products. 
C) reintroduce innovative competitive advertising. 
D) earn back all the expenditure made. 
E) phase out the product in order to put all the resources into a new one. 
A) maintain market share. 
B) encourage consumer trial of other products. 
C) reintroduce innovative competitive advertising. 
D) earn back all the expenditure made. 
E) phase out the product in order to put all the resources into a new one.

Question 5

In the early competitive stage, the combined impact of many competitors, each spending considerably to establish market position, tends to limit growth in the whole product category due to consumer confusion.

Accepted Answer

A) True 
 B)False

Question 6

Ways that early manufacturers used to differentiate their products from their competitors' included:

Accepted Answer

A) precise quality control techniques. 
B) advertising to put out news about the products. 
C) obtaining patents to protect exclusivity. 
D) best deals to wholesalers so their products were distributed. 
E) incentives to media to publicize their products. 
A) precise quality control techniques. 
B) advertising to put out news about the products. 
C) obtaining patents to protect exclusivity. 
D) best deals to wholesalers so their products were distributed. 
E) incentives to media to publicize their products.

Question 7

By encouraging people to use their products to create different foods, Egg Beaters increased sales. The technique they used is called ________ advertising, which sparks menu innovation.

Accepted Answer

The answer of By encouraging people to use their products...

Question 8

Mike Martin believe a real challenge today for advertising agencies is to ensure that use of new technology doesn't trump the need for concepts that build brand equity.

Accepted Answer

A) True 
 B)False

Question 9

The primary goal of advertising in the retentive stage is to replace old customers with new ones.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is true regarding the advertising spiral?

Accepted Answer

A) Competitive advertising is used to expand markets. 
B) Only one type of advertising is used at a time. 
C) Products in the retentive stage receive the least amount of advertising. 
D) The spiral deals with multiple groups of consumers at a time. 
E) The development of new products and or categories happens frequently. 
A) Competitive advertising is used to expand markets. 
B) Only one type of advertising is used at a time. 
C) Products in the retentive stage receive the least amount of advertising. 
D) The spiral deals with multiple groups of consumers at a time. 
E) The development of new products and or categories happens frequently.

Question 11

When there is a new touch in a product category there is need for ________ advertising.

Accepted Answer

The answer of When there is a new touch in...

Question 12

A brand equity audit analysis determines all but which of the following?

Accepted Answer

A) market context 
B) brand equity strengths and weaknesses 
C) marketing objectives 
D) brand equity descriptions 
E) competitive strategies and tactics 
A) market context 
B) brand equity strengths and weaknesses 
C) marketing objectives 
D) brand equity descriptions 
E) competitive strategies and tactics

Question 13

Advertising in the retentive stage includes:

Accepted Answer

A) wordy headlines and long copy. 
B) large body copy to educate the consumer on product benefits. 
C) direct comparisons with competitor's products. 
D) poster-like dominant illustration of the product. 
E) an emphasis on the products ability to meet unrecognized needs. 
A) wordy headlines and long copy. 
B) large body copy to educate the consumer on product benefits. 
C) direct comparisons with competitor's products. 
D) poster-like dominant illustration of the product. 
E) an emphasis on the products ability to meet unrecognized needs.

Question 14

The degree of acceptance a product gains with consumers determines the advertising stage of a product.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following questions is NOT one of the questions your text says marketers must answer in order to succeed in branding?

Accepted Answer

A) Does the brand's imagery still speak to the average consumer? 
B) Who buys the brand? 
C) Why do they keep coming back? 
D) What do they want from the brand? 
E) Marketers should answer all of the above questions. 
A) Does the brand's imagery still speak to the average consumer? 
B) Who buys the brand? 
C) Why do they keep coming back? 
D) What do they want from the brand? 
E) Marketers should answer all of the above questions.

Question 16

According to the advertising spiral, products entering new pioneering stages are really in different stages in different markets. This differs from the typical product life-cycle models.

Accepted Answer

A) True 
 B)False

Question 17

Branding is ultimately a financial decision rather than an advertising decision according to Howard, Merrell & Partners of Raleigh, NC.

Accepted Answer

A) True 
 B)False

Question 18

In the seven-step planning cycle used to create strategic advertising designed by Avrett, Free, and Ginsberg, what advertising discipline is employed?

Accepted Answer

A) media planning 
B) account planning 
C) SWOT analysis 
D) prospect definition 
E) audience analysis 
A) media planning 
B) account planning 
C) SWOT analysis 
D) prospect definition 
E) audience analysis

Question 19

According to Young & Rubicam, which of the following is NOT a primary consumer perception upon which brands are built?

Accepted Answer

A) power 
B) differentiation 
C) knowledge 
D) relevance 
E) esteem 
A) power 
B) differentiation 
C) knowledge 
D) relevance 
E) esteem

Question 20

The advertising focus in the newer pioneering stage is:

Accepted Answer

A) to have more people buy the product. 
B) to have the consumer understand what the product is all about. 
C) to differentiate the product in the consumer's mind. 
D) to enlist loyal customers in recruiting new customers. 
E) to remind current customers why they choose the brand. 
A) to have more people buy the product. 
B) to have the consumer understand what the product is all about. 
C) to differentiate the product in the consumer's mind. 
D) to enlist loyal customers in recruiting new customers. 
E) to remind current customers why they choose the brand.

Exam 3: Brand Planning and the Advertising Spiral

New uses for established products prompt the need for a new stage of pioneering advertising.

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

According to Brad Majors, the fifth P in the marketing mix is public relations.

An advertiser's main goal in the retentive stage is to:

In the early competitive stage, the combined impact of many competitors, each spending considerably to establish market position, tends to limit growth in the whole product category due to consumer confusion.

Ways that early manufacturers used to differentiate their products from their competitors' included:

By encouraging people to use their products to create different foods, Egg Beaters increased sales. The technique they used is called ________ advertising, which sparks menu innovation.

Mike Martin believe a real challenge today for advertising agencies is to ensure that use of new technology doesn't trump the need for concepts that build brand equity.

The primary goal of advertising in the retentive stage is to replace old customers with new ones.

Which of the following statements is true regarding the advertising spiral?

When there is a new touch in a product category there is need for ________ advertising.

A brand equity audit analysis determines all but which of the following?

Advertising in the retentive stage includes:

The degree of acceptance a product gains with consumers determines the advertising stage of a product.

Which of the following questions is NOT one of the questions your text says marketers must answer in order to succeed in branding?

According to the advertising spiral, products entering new pioneering stages are really in different stages in different markets. This differs from the typical product life-cycle models.

Branding is ultimately a financial decision rather than an advertising decision according to Howard, Merrell & Partners of Raleigh, NC.

In the seven-step planning cycle used to create strategic advertising designed by Avrett, Free, and Ginsberg, what advertising discipline is employed?

According to Young & Rubicam, which of the following is NOT a primary consumer perception upon which brands are built?

The advertising focus in the newer pioneering stage is:

Background of Todays Advertising

Roles of Advertising

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Media Strategy

Using Television

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Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

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The Total Concept: Words and Visuals

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Video and the Commercial

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