Question 1

Corporate identity or a corporate mark encompasses all of the following EXCEPT:

Accepted Answer

A) corporate history. 
B) corporate vision. 
C) corporate expansion of avenues of communication. 
D) corporate reputation. 
E) corporate personality. 
A) corporate history. 
B) corporate vision. 
C) corporate expansion of avenues of communication. 
D) corporate reputation. 
E) corporate personality.

Question 2

Which of the following would NOT pertain to trademarks?

Accepted Answer

A) identify products and services so as to distinguish from those of other organizations 
B) is the same as a trade name 
C) in a word, design, or combination used by an organization that identifies its brand and distinguishes it from others 
D) may also be called service marks when identifying a service 
E) Formats range from letters and numbers to clothing and even sound. 
A) identify products and services so as to distinguish from those of other organizations 
B) is the same as a trade name 
C) in a word, design, or combination used by an organization that identifies its brand and distinguishes it from others 
D) may also be called service marks when identifying a service 
E) Formats range from letters and numbers to clothing and even sound.

Question 3

In the Package Value survey, which of the following was so intriguing?

Accepted Answer

A) the influence of a brand name alone 
B) the amount of money paid to participants 
C) the impact of packaging and a brand name 
D) the impact of packaging alone 
E) the role of impulse buying in a product's success 
A) the influence of a brand name alone 
B) the amount of money paid to participants 
C) the impact of packaging and a brand name 
D) the impact of packaging alone 
E) the role of impulse buying in a product's success

Question 4

Reactions to packaging colors are intellectual rather than emotional.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a factor that must be considered in packaging?

Accepted Answer

A) conducive to winning shelf space at the retail level 
B) protects package contents 
C) meets reasonable costs standards 
D) uniquely configured dimensions or surfaces 
E) practical and eye-catching 
A) conducive to winning shelf space at the retail level 
B) protects package contents 
C) meets reasonable costs standards 
D) uniquely configured dimensions or surfaces 
E) practical and eye-catching

Question 6

For a trademark to be successful, regardless of its form, it must:

Accepted Answer

A) be avant-garde. 
B) offset the manufacturer's product and image. 
C) be distinctive and complement the product and image. 
D) be inoffensive. 
E) be sophisticated looking. 
A) be avant-garde. 
B) offset the manufacturer's product and image. 
C) be distinctive and complement the product and image. 
D) be inoffensive. 
E) be sophisticated looking.

Question 7

Dairy product packaging designers typically choose white because it:

Accepted Answer

A) is the most visible of colors. 
B) signifies class and status. 
C) signifies freshness and purity. 
D) communicates vitality. 
E) protects the milk from ultraviolet rays. 
A) is the most visible of colors. 
B) signifies class and status. 
C) signifies freshness and purity. 
D) communicates vitality. 
E) protects the milk from ultraviolet rays.

Question 8

Product packaging on a supermarket shelf has about one-seventeenth of a second to attract a customer's attention.

Accepted Answer

A) True 
 B)False

Question 9

The fact that a consumer can easily recognize a dictionary word in a brand name is a possible advantage.

Accepted Answer

A) True 
 B)False

Question 10

Today's packaged-goods marketing managers constantly face the critical task of justifying expenditures in terms of the potential return on investment (ROI).

Accepted Answer

A) True 
 B)False

Question 11

Naming is quite a challenge because legally available names are:

Accepted Answer

A) meaningless. 
B) forgettable. 
C) indistinguishable. 
D) in short supply. 
E) often unclear. 
A) meaningless. 
B) forgettable. 
C) indistinguishable. 
D) in short supply. 
E) often unclear.

Question 12

In order to lock in ownership of a trademark, you should follow four steps. List them.

Accepted Answer

The four steps to lock in ownership of a

Question 13

A good logo should last at least:

Accepted Answer

A) 3 years. 
B) 5 years. 
C) 10 years. 
D) 20 years. 
E) should never have to change 
A) 3 years. 
B) 5 years. 
C) 10 years. 
D) 20 years. 
E) should never have to change

Question 14

An Interbrand corporate study revealed all of the following EXCEPT:

Accepted Answer

A) about 60 percent of naming projects lasted four months or less. 
B) about 19 percent of those surveyed thought fabricated names will remain popular. 
C) about 9 percent saw a trend in adopting names that reflect a company's heritage. 
D) about 57 percent saw a trend toward so-called real names-either as a single or compound word. 
E) 80 percent of naming projects lasted 90 days or less. 
A) about 60 percent of naming projects lasted four months or less. 
B) about 19 percent of those surveyed thought fabricated names will remain popular. 
C) about 9 percent saw a trend in adopting names that reflect a company's heritage. 
D) about 57 percent saw a trend toward so-called real names-either as a single or compound word. 
E) 80 percent of naming projects lasted 90 days or less.

Question 15

Which of the following were once trademarks but have now become descriptive words used for similar products?

Accepted Answer

A) Kodachrome 
B) A.1. steak sauce 
C) nylon 
D) Tabasco 
E) PC 
A) Kodachrome 
B) A.1. steak sauce 
C) nylon 
D) Tabasco 
E) PC

Question 16

Which of the following, according to your text, would NOT be considered important for the successful use of packaging as a marketing tool?

Accepted Answer

A) determining the most attractive color for the package 
B) the type of marketing channels to be used for the product 
C) the relationship to the other packages in a product line 
D) the prime prospects for the product 
E) the typical consumer use of the product 
A) determining the most attractive color for the package 
B) the type of marketing channels to be used for the product 
C) the relationship to the other packages in a product line 
D) the prime prospects for the product 
E) the typical consumer use of the product

Question 17

Passed by Congress in 1946, the ________ defined a trademark, expanded the concept of infringement, permitted the registration of service marks, protected trademarks in continuous use for five years, and established that a registrant of a trademark owned that mark.

Accepted Answer

The answer of Passed by Congress in 1946, the ________...

Question 18

Making corporate name and identity changes can include all of the following financial costs EXCEPT:

Accepted Answer

A) for advertising the change. 
B) for hiring brand identity companies. 
C) for lost loyalty. 
D) for changing logos on trucks and stationery. 
E) for new uniforms. 
A) for advertising the change. 
B) for hiring brand identity companies. 
C) for lost loyalty. 
D) for changing logos on trucks and stationery. 
E) for new uniforms.

Question 19

An example of a well-chosen alliterative brand names is:

Accepted Answer

A) Weight Watchers. 
B) the Home Depot. 
C) Kentucky Fried Chicken. 
D) Folks Southern Kitchen. 
E) Baby Gap. 
A) Weight Watchers. 
B) the Home Depot. 
C) Kentucky Fried Chicken. 
D) Folks Southern Kitchen. 
E) Baby Gap.

Question 20

Briefly describe what brand consultants Al Ries and his daughter Laura recommend for naming a brand.

Accepted Answer

Al Ries and his daughter Laura Ries are

Exam 21: Trademarks and Packaging

Corporate identity or a corporate mark encompasses all of the following EXCEPT:

Which of the following would NOT pertain to trademarks?

In the Package Value survey, which of the following was so intriguing?

Reactions to packaging colors are intellectual rather than emotional.

Which of the following is NOT a factor that must be considered in packaging?

For a trademark to be successful, regardless of its form, it must:

Dairy product packaging designers typically choose white because it:

Product packaging on a supermarket shelf has about one-seventeenth of a second to attract a customer's attention.

The fact that a consumer can easily recognize a dictionary word in a brand name is a possible advantage.

Today's packaged-goods marketing managers constantly face the critical task of justifying expenditures in terms of the potential return on investment (ROI).

Naming is quite a challenge because legally available names are:

In order to lock in ownership of a trademark, you should follow four steps. List them.

A good logo should last at least:

An Interbrand corporate study revealed all of the following EXCEPT:

Which of the following were once trademarks but have now become descriptive words used for similar products?

Which of the following, according to your text, would NOT be considered important for the successful use of packaging as a marketing tool?

Passed by Congress in 1946, the ________ defined a trademark, expanded the concept of infringement, permitted the registration of service marks, protected trademarks in continuous use for five years, and established that a registrant of a trademark owned that mark.

Making corporate name and identity changes can include all of the following financial costs EXCEPT:

An example of a well-chosen alliterative brand names is:

Briefly describe what brand consultants Al Ries and his daughter Laura recommend for naming a brand.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

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Research in Advertising

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