Question 1

The objective of marketing communication is to deemphasize brand equity.

Accepted Answer

A) True 
 B)False

Question 2

What is the most complicated problem of all when assessing marcom performance?

Accepted Answer

A)  How much data is necessary? 
B)  How much relative effect does each program element have compared to the effects of other elements? 
C)  How does one assess reliability and validity? 
D)  How can a researcher be sure that the data are appropriate for the metric being assessed? 
E)  How does one account for sampling and measurement errors? 
A)  How much data is necessary? 
B)  How much relative effect does each program element have compared to the effects of other elements? 
C)  How does one assess reliability and validity? 
D)  How can a researcher be sure that the data are appropriate for the metric being assessed? 
E)  How does one account for sampling and measurement errors?

Question 3

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in a particular product category is known as _____.

Accepted Answer

A)  top-of-category awareness (TOC
A)  
B)  recognition 
C)  tip-of-the-tongue awareness (TOT
A)  
D)  top-of-mind awareness (TOM
A)  
E)  top-of-class awareness (TOC
A)  
A)  top-of-category awareness (TOC
A)  
B)  recognition 
C)  tip-of-the-tongue awareness (TOT
A)  
D)  top-of-mind awareness (TOM
A)  
E)  top-of-class awareness (TOC
A)

Question 4

A potential downside for the host brand with respect to ingredient branding is that the equity of the ingredient brand might be so great that it overshadows the host brand.

Accepted Answer

A) True 
 B)False

Question 5

By trying and using brands,consumers learn how good (or bad)they are and what benefits they are (in)capable of delivering,which is known as the leveraging approach to enhancing brand equity.

Accepted Answer

A) True 
 B)False

Question 6

Why is it difficult to gain agreement on a suitable system for measuring marcom performance?

Accepted Answer

A)  People are uncooperative. 
B)  People in other disciplines do not understand marketing and marketing communications 
C)  Individuals from different backgrounds and with varied organizational interests often see the "world" differently or operate with varying ideas of what best indicates suitable performance. 
D)  There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them. 
E)  If it isn't in terms of dollars, others in the organization don't even want to look at it. 
A)  People are uncooperative. 
B)  People in other disciplines do not understand marketing and marketing communications 
C)  Individuals from different backgrounds and with varied organizational interests often see the "world" differently or operate with varying ideas of what best indicates suitable performance. 
D)  There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them. 
E)  If it isn't in terms of dollars, others in the organization don't even want to look at it.

Question 7

Name and describe the three ways by which brand equity is enhanced.

Accepted Answer

The three ways by which brand equity is

Question 8

An example of _____ is the sticker on a Dell computer that says "Intel Inside."

Accepted Answer

A)  cross-branding 
B)  multi-branding 
C)  reference branding 
D)  ingredient branding 
E)  planned branding 
A)  cross-branding 
B)  multi-branding 
C)  reference branding 
D)  ingredient branding 
E)  planned branding

Question 9

Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them.Which approach to enhancing brand equity is this known as?

Accepted Answer

A)  message-driven approach 
B)  leveraging approach 
C)  trial-and-error approach 
D)  speak-for-itself approach 
E)  initial approach 
A)  message-driven approach 
B)  leveraging approach 
C)  trial-and-error approach 
D)  speak-for-itself approach 
E)  initial approach

Question 10

This dimension includes brands that are down-to-earth,honest,wholesome,and cheerful.

Accepted Answer

A)  excitement 
B)  sophistication 
C)  competence 
D)  sincerity 
E)  ruggedness 
A)  excitement 
B)  sophistication 
C)  competence 
D)  sincerity 
E)  ruggedness

Question 11

Whatever the measure chosen,any effort to meaningfully assess marcom performance necessitates having data that are _____.

Accepted Answer

A)  short-term and long-term 
B)  communication-based and sales-based 
C)  representative and normal 
D)  normal and bi-modal 
E)  reliable and valid 
A)  short-term and long-term 
B)  communication-based and sales-based 
C)  representative and normal 
D)  normal and bi-modal 
E)  reliable and valid

Question 12

The effect of marcom,or of its specific elements such as advertising,can be measured in terms of whether it _____ from the marcom investment.

Accepted Answer

A)  improves popularity 
B)  increases sales 
C)  generates reasonable revenue 
D)  improves public relations 
E)  increases purchase frequency 
A)  improves popularity 
B)  increases sales 
C)  generates reasonable revenue 
D)  improves public relations 
E)  increases purchase frequency

Question 13

Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.

Accepted Answer

A)  firm 
B)  target market 
C)  product position 
D)  market share 
E)  brand equity 
A)  firm 
B)  target market 
C)  product position 
D)  market share 
E)  brand equity

Question 14

Which of the following is a symbolic need that can be addressed by a marcom appeal?

Accepted Answer

A)  self-enhancement 
B)  cognitive stimulation 
C)  sensory pleasure 
D)  variety 
E)  physical exercise 
A)  self-enhancement 
B)  cognitive stimulation 
C)  sensory pleasure 
D)  variety 
E)  physical exercise

Question 15

From the perspective of the customer or consumer,_____ is the extent to which they are familiar with the brand and have stored in their memory favorable,strong,and unique brand associations.

Accepted Answer

A)  brand awareness 
B)  brand image 
C)  brand preference 
D)  brand equity 
E)  brand effectiveness 
A)  brand awareness 
B)  brand image 
C)  brand preference 
D)  brand equity 
E)  brand effectiveness

Question 16

"Behavior" means a change in attitude that doesn't require action.

Accepted Answer

A) True 
 B)False

Question 17

Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.

Accepted Answer

A) True 
 B)False

Question 18

The goodwill that an established brand has built up over its existence is _____.

Accepted Answer

A)  important only to marketing 
B)  brand dress 
C)  its value 
D)  brand equity 
E)  brand safety 
A)  important only to marketing 
B)  brand dress 
C)  its value 
D)  brand equity 
E)  brand safety

Question 19

The EquiTrend survey analyzes the percentage of a company's revenue that can be credited to a specific brand.

Accepted Answer

A) True 
 B)False

Question 20

Specific measures that are used to judge marcom effectiveness are also called _____.

Accepted Answer

A)  variables 
B)  metrics 
C)  coefficients 
D)  models 
E)  variances 
A)  variables 
B)  metrics 
C)  coefficients 
D)  models 
E)  variances

Exam 2: Enhancing Brand Equity and Accountability

The objective of marketing communication is to deemphasize brand equity.

What is the most complicated problem of all when assessing marcom performance?

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in a particular product category is known as _____.

A potential downside for the host brand with respect to ingredient branding is that the equity of the ingredient brand might be so great that it overshadows the host brand.

By trying and using brands,consumers learn how good (or bad)they are and what benefits they are (in)capable of delivering,which is known as the leveraging approach to enhancing brand equity.

Why is it difficult to gain agreement on a suitable system for measuring marcom performance?

Name and describe the three ways by which brand equity is enhanced.

An example of _____ is the sticker on a Dell computer that says "Intel Inside."

Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them.Which approach to enhancing brand equity is this known as?

This dimension includes brands that are down-to-earth,honest,wholesome,and cheerful.

Whatever the measure chosen,any effort to meaningfully assess marcom performance necessitates having data that are _____.

The effect of marcom,or of its specific elements such as advertising,can be measured in terms of whether it _____ from the marcom investment.

Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.

Which of the following is a symbolic need that can be addressed by a marcom appeal?

From the perspective of the customer or consumer,_____ is the extent to which they are familiar with the brand and have stored in their memory favorable,strong,and unique brand associations.

"Behavior" means a change in attitude that doesn't require action.

Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.

The goodwill that an established brand has built up over its existence is _____.

The EquiTrend survey analyzes the percentage of a company's revenue that can be credited to a specific brand.

Specific measures that are used to judge marcom effectiveness are also called _____.

An Overview of Integrated Marketing Communications

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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