Question 1

Leveraging is a type of equity-building strategy.

Accepted Answer

A) True 
 B)False

Question 2

Brand associations can be shaped and equity enhanced through marketing communications that associate the brand with people,places,and "things" that are available to consumers.This approach is known as the _____.

Accepted Answer

A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  culturally constituted approach 
E)  meaning transfer approach 
A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  culturally constituted approach 
E)  meaning transfer approach

Question 3

A _____ is a name,term,sign,symbol, design,or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.

Accepted Answer

A)  trademark 
B)  market 
C)  tradename 
D)  brand 
E)  guarantee 
A)  trademark 
B)  market 
C)  tradename 
D)  brand 
E)  guarantee

Question 4

Brand image can be thought of in terms of the types of associations that come to the customer's or consumer's mind when contemplating a particular brand.

Accepted Answer

A) True 
 B)False

Question 5

Briefly discuss the five dimensions of brand personality.

Accepted Answer

The five dimensions of brand personality

Question 6

A brand has no equity if consumers are unfamiliar with it.

Accepted Answer

A) True 
 B)False

Question 7

One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase,which in turn,could positively influence long-term growth and profitability.

Accepted Answer

A) True 
 B)False

Question 8

From the marketer's standpoint,marcom's objective is to ultimately affect _____.

Accepted Answer

A)  brand equity 
B)  brand awareness 
C)  brand image 
D)  sales volume and revenue 
E)  investment 
A)  brand equity 
B)  brand awareness 
C)  brand image 
D)  sales volume and revenue 
E)  investment

Question 9

Which of the following is a source by which brand meaning can be leveraged?

Accepted Answer

A)  other brands 
B)  places 
C)  things 
D)  people 
E)  All of these are correct. 
A)  other brands 
B)  places 
C)  things 
D)  people 
E)  All of these are correct.

Question 10

Which of the following statements is FALSE regarding marketing-mix modeling?

Accepted Answer

A)  In order to employ marketing-mix modeling, a relatively long series of longitudinal data (i.e., for a two-year period) is required. 
B)  Marketing-mix modeling employs well known statistical techniques (e.g., multivariate regression analysis) to estimate the effects that the various marcom elements have in driving sales volume. 
C)  Parameter estimates indicate the individual effects the various marcom elements have on sales. 
D)  Managers learn from such analysis which elements are outperforming others and can use this information to shift budgets from program element to element. 
E)  Once the model is estimated, results can be generalized to other situations. 
A)  In order to employ marketing-mix modeling, a relatively long series of longitudinal data (i.e., for a two-year period) is required. 
B)  Marketing-mix modeling employs well known statistical techniques (e.g., multivariate regression analysis) to estimate the effects that the various marcom elements have in driving sales volume. 
C)  Parameter estimates indicate the individual effects the various marcom elements have on sales. 
D)  Managers learn from such analysis which elements are outperforming others and can use this information to shift budgets from program element to element. 
E)  Once the model is estimated, results can be generalized to other situations.

Question 11

The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____.

Accepted Answer

A)  brand image 
B)  brand equity 
C)  brand awareness 
D)  brand cognitions 
E)  brand parity 
A)  brand image 
B)  brand equity 
C)  brand awareness 
D)  brand cognitions 
E)  brand parity

Question 12

In using marketing-mix modeling,the finer,or more disaggregated,the data the better the analysis can be in determining which specific marketing mix elements are most and least effective in _____.

Accepted Answer

A)  generating awareness 
B)  creating brand loyalty 
C)  developing new markets 
D)  reaching the current target market 
E)  driving sales 
A)  generating awareness 
B)  creating brand loyalty 
C)  developing new markets 
D)  reaching the current target market 
E)  driving sales

Question 13

The brand image of a Schwinn bicycle could include racing your brother down a sunny park path on your bicycles.

Accepted Answer

A) True 
 B)False

Question 14

From the perspective of the firm that owns the brand,which of the following is a positive outcome of increased brand equity?

Accepted Answer

A)  better ingredients or components 
B)  increased brand loyalty 
C)  larger workforce 
D)  improved product quality 
E)  All of these are correct. 
A)  better ingredients or components 
B)  increased brand loyalty 
C)  larger workforce 
D)  improved product quality 
E)  All of these are correct.

Question 15

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

Accepted Answer

A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  shotgun approach 
E)  cast-a-wide-net approach 
A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  shotgun approach 
E)  cast-a-wide-net approach

Question 16

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

Accepted Answer

A)  Sincerity 
B)  Excitement 
C)  Competence 
D)  Sophistication 
E)  Ruggedness 
A)  Sincerity 
B)  Excitement 
C)  Competence 
D)  Sophistication 
E)  Ruggedness

Question 17

The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.

Accepted Answer

A)  return on marketing investment (ROMI) 
B)  return on customer investment (ROCI) 
C)  return on equity investment (ROEI) 
D)  return on brand investment (ROBI) 
E)  return on sales investment (ROSI) 
A)  return on marketing investment (ROMI) 
B)  return on customer investment (ROCI) 
C)  return on equity investment (ROEI) 
D)  return on brand investment (ROBI) 
E)  return on sales investment (ROSI)

Question 18

A brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.

Accepted Answer

A) True 
 B)False

Question 19

Toyota automobiles are regarded by consumers as reliable,intelligent,and successful.The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings.Which brand-related personality dimension best describes Toyota?

Accepted Answer

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

Question 20

Brand _____ reflects a relatively superficial level of awareness,whereas brand _____ indicates a deeper form of awareness.

Accepted Answer

A)  image; equity 
B)  equity; image 
C)  recognition; recall 
D)  recall; recognition 
E)  associations; image 
A)  image; equity 
B)  equity; image 
C)  recognition; recall 
D)  recall; recognition 
E)  associations; image

Exam 2: Enhancing Brand Equity and Accountability

Leveraging is a type of equity-building strategy.

Brand associations can be shaped and equity enhanced through marketing communications that associate the brand with people,places,and "things" that are available to consumers.This approach is known as the _____.

A _____ is a name,term,sign,symbol, design,or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.

Brand image can be thought of in terms of the types of associations that come to the customer's or consumer's mind when contemplating a particular brand.

Briefly discuss the five dimensions of brand personality.

A brand has no equity if consumers are unfamiliar with it.

One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase,which in turn,could positively influence long-term growth and profitability.

From the marketer's standpoint,marcom's objective is to ultimately affect _____.

Which of the following is a source by which brand meaning can be leveraged?

Which of the following statements is FALSE regarding marketing-mix modeling?

The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____.

In using marketing-mix modeling,the finer,or more disaggregated,the data the better the analysis can be in determining which specific marketing mix elements are most and least effective in _____.

The brand image of a Schwinn bicycle could include racing your brother down a sunny park path on your bicycles.

From the perspective of the firm that owns the brand,which of the following is a positive outcome of increased brand equity?

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.

A brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.

Toyota automobiles are regarded by consumers as reliable,intelligent,and successful.The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings.Which brand-related personality dimension best describes Toyota?

Brand _____ reflects a relatively superficial level of awareness,whereas brand _____ indicates a deeper form of awareness.

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

Filters

Brand _ reflects a relatively superficial level of awareness,whereas brand _ indicates a deeper form of awareness.