Exam 2: Brand Communication

________ refers to the use of a brand name of a component in another product's advertising and promotion.

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Which of the following is LEAST likely to be a factor on which the price of a product is based?

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

When Tylenol pain relief capsules were tampered with in 1982,resulting in the death of several consumers,the manufacturer pulled all of its products from store shelves,redesigned packaging to resist tampering,and reintroduced noncapsule forms of the product.This was very expensive for Tylenol to do,but the company knew that the reputation,meaning,and value that its brand name had acquired over time held financial value.Today,Tylenol brand medications have the reputation of being high-quality products.The reputation,meaning,and value that the Tylenol brand name has acquired over time is known as ________.

Through its communication of a ________,a brand sets expectations for what a customer believes will happen when the product is used.

In personal sales,leads are also known as prospects.

Using ________,a marketer sets a high price for a product to make the product seem worthy or valuable.

Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year.The company's corporate brand value is estimated to be more than $107 billion.Which type of key marketing player does P&G represent?

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

Blenco,Inc.is a manufacturer of frozen breakfast products,such as biscuits,pancakes,and waffles.Blenco does not spend any money on consumer advertising or promotions,but rather concentrates its promotion budget on intermediaries in the channel of distribution.What promotion strategy is Blenco pursuing,and which promotion tools are most appropriate for implementing this strategy?

Which of the following is an intangible feature of a brand?

Which strategy directs marketing efforts at the consumer?

Integrated marketing communications require a company's mass-market advertisements,website,email,and personal selling communications to all have ________.

The calculation of ROI identifies how much money a brand made in comparison to its expenses.

Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

Amco,Inc.manufactures small electronic components that become integral parts of the electronic systems in automobiles.Amco does not sell directly to auto manufacturers,but rather through brokers that are involved in selling the components to the auto manufacturers.Additionally,another company is employed to deliver the goods.All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers.

Which of the following exists in consumers' hearts and minds?

Intel manufactures computer chips that are part of several personal computer manufacturers' finished products.Intel and the computer manufacturers realized that customers valued the superior quality of Intel computer chips and were asking whether or not the computer they were considering purchasing contained an Intel computer chip.As a result,Intel and computer manufacturers started communicating through advertising and other promotional tools that there's "Intel Inside." This is an example of ________.

The goal of brand communication is to create immediate sales to people who are shopping for a product.