Question 1

The most important requirement for co-branding is that _____.

Accepted Answer

A)  there is a common fit between the two brands 
B)  the two brands are similar in price 
C)  the two products are not directly competing against each other 
D)  the two products have the same target market 
E)  the two products are manufactured by the same firm 
A)  there is a common fit between the two brands 
B)  the two brands are similar in price 
C)  the two products are not directly competing against each other 
D)  the two products have the same target market 
E)  the two products are manufactured by the same firm

Question 2

Which of the following dimensions contains brands that are upscale and charming such as Cartier?

Accepted Answer

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

Question 3

A research study involving McDonald's products discovered a new form of firm-based brand equity that has been labeled _____ brand equity.

Accepted Answer

A)  name-recognition 
B)  taste-premium 
C)  market-share 
D)  revenue-premium 
E)  price-premium 
A)  name-recognition 
B)  taste-premium 
C)  market-share 
D)  revenue-premium 
E)  price-premium

Question 4

Marketing communicators _____ associations for their brands by connecting them with other objects that already possess well-known meaning.

Accepted Answer

A)  define 
B)  locate 
C)  leverage 
D)  advertise 
E)  change 
A)  define 
B)  locate 
C)  leverage 
D)  advertise 
E)  change

Question 5

The concept of brand equity should be considered only from the perspective of the customer.

Accepted Answer

A) True 
 B)False

Question 6

Brand associations can be conceptualized in terms of _____.

Accepted Answer

A)  type 
B)  favorability 
C)  strength 
D)  uniqueness 
E)  All of these are correct. 
A)  type 
B)  favorability 
C)  strength 
D)  uniqueness 
E)  All of these are correct.

Question 7

Measuring marcom effectiveness is relatively simple,and most organizations are currently doing a sophisticated job of doing so.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders.

Accepted Answer

A) True 
 B)False

Question 10

Sam is tasked with employing marketing-mix modeling to determine the effectiveness of various marcom elements in affecting sales volume.What will Sam need to conduct this analysis?

Accepted Answer

A)  at least five observations for each element assessed along with the level of sales for those time periods 
B)  a relatively long series of longitudinal data, such as two years, indicating the level of sales during that period along with corresponding marcom expenditures for each program element 
C)  at least ten observations for each element assessed along with the level of sales for those time periods 
D)  over 1,000 observations for each element assessed along with the level of sales for those time periods 
E)  parameter estimates of the individual effects the various marcom elements have on sales 
A)  at least five observations for each element assessed along with the level of sales for those time periods 
B)  a relatively long series of longitudinal data, such as two years, indicating the level of sales during that period along with corresponding marcom expenditures for each program element 
C)  at least ten observations for each element assessed along with the level of sales for those time periods 
D)  over 1,000 observations for each element assessed along with the level of sales for those time periods 
E)  parameter estimates of the individual effects the various marcom elements have on sales

Question 11

Which of the following statements is true regarding brand awareness?

Accepted Answer

A)  Only consumer-oriented (B2
C)  firms must be concerned with building brand awareness. 
B)  Most consumers are able to retrieve a brand name from memory without any reminders. 
C)  There are two levels of brand awareness: primary and secondary. 
D)  Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness. 
E)  Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient. 
A)  Only consumer-oriented (B2
C)  firms must be concerned with building brand awareness. 
B)  Most consumers are able to retrieve a brand name from memory without any reminders. 
C)  There are two levels of brand awareness: primary and secondary. 
D)  Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness. 
E)  Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient.

Question 12

Discuss the benefits of brand equity from the firm's perspective.

Accepted Answer

The firm-based viewpoint of brand equity

Question 13

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

Accepted Answer

A)  quality and personality 
B)  awareness and image 
C)  familiarity and quality 
D)  image and quality 
E)  image and preference 
A)  quality and personality 
B)  awareness and image 
C)  familiarity and quality 
D)  image and quality 
E)  image and preference

Question 14

Marketing-mix modeling typically employs which statistical technique to estimate the effects that the various marcom elements have in driving sales volume?

Accepted Answer

A)  cluster analysis 
B)  structural equation modeling 
C)  multivariate regression analysis 
D)  ANOVA 
E)  MANOVA 
A)  cluster analysis 
B)  structural equation modeling 
C)  multivariate regression analysis 
D)  ANOVA 
E)  MANOVA

Question 15

_____ refers to the extent to which a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

Accepted Answer

A)  Brand image 
B)  Brand awareness 
C)  Brand loyalty 
D)  Brand preference 
E)  Brand attributes 
A)  Brand image 
B)  Brand awareness 
C)  Brand loyalty 
D)  Brand preference 
E)  Brand attributes

Question 16

Research has identified _____ dimensions that seem to capture the personalities of a variety of consumer brands.

Accepted Answer

A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight 
A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight

Question 17

A technique called promotion-mix modeling is increasingly being used to determine the relative effect each marcom program element has on sales volume compared to the effects of other elements.

Accepted Answer

A) True 
 B)False

Question 18

Associations about locations and structures such as Ellis Island and the Lincoln Memorial are passed on through _____.

Accepted Answer

A)  marcom 
B)  the media 
C)  socialization 
D)  brand awareness 
E)  active synthesis 
A)  marcom 
B)  the media 
C)  socialization 
D)  brand awareness 
E)  active synthesis

Question 19

A recent study by the Association of National Advertisers found that among the most common metrics used for measuring ROMI was _____.

Accepted Answer

A)  change in consumer purchase behavior 
B)  incremental sales revenue generated by marketing activities 
C)  increases in S-O-M compared to changes in S-O-V 
D)  changes in brand loyalty generated by advertising 
E)  changes in brand image with increased expenditure on sales promotion 
A)  change in consumer purchase behavior 
B)  incremental sales revenue generated by marketing activities 
C)  increases in S-O-M compared to changes in S-O-V 
D)  changes in brand loyalty generated by advertising 
E)  changes in brand image with increased expenditure on sales promotion

Question 20

Which of the following is a motivation underlying the increased focus on measuring marketing performance?

Accepted Answer

A)  greater demands for accountability on the marketing function 
B)  the difficulty of measuring marketing performance 
C)  IRS requirements to report the gains from marketing investment 
D)  new importance of company profits 
E)  lack of tools to measure performance 
A)  greater demands for accountability on the marketing function 
B)  the difficulty of measuring marketing performance 
C)  IRS requirements to report the gains from marketing investment 
D)  new importance of company profits 
E)  lack of tools to measure performance

Exam 2: Enhancing Brand Equity and Accountability

The most important requirement for co-branding is that _____.

Which of the following dimensions contains brands that are upscale and charming such as Cartier?

A research study involving McDonald's products discovered a new form of firm-based brand equity that has been labeled _____ brand equity.

Marketing communicators _____ associations for their brands by connecting them with other objects that already possess well-known meaning.

The concept of brand equity should be considered only from the perspective of the customer.

Brand associations can be conceptualized in terms of _____.

Measuring marcom effectiveness is relatively simple,and most organizations are currently doing a sophisticated job of doing so.

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

A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders.

Sam is tasked with employing marketing-mix modeling to determine the effectiveness of various marcom elements in affecting sales volume.What will Sam need to conduct this analysis?

Which of the following statements is true regarding brand awareness?

Discuss the benefits of brand equity from the firm's perspective.

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

Marketing-mix modeling typically employs which statistical technique to estimate the effects that the various marcom elements have in driving sales volume?

_____ refers to the extent to which a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

Research has identified _____ dimensions that seem to capture the personalities of a variety of consumer brands.

A technique called promotion-mix modeling is increasingly being used to determine the relative effect each marcom program element has on sales volume compared to the effects of other elements.

Associations about locations and structures such as Ellis Island and the Lincoln Memorial are passed on through _____.

A recent study by the Association of National Advertisers found that among the most common metrics used for measuring ROMI was _____.

Which of the following is a motivation underlying the increased focus on measuring marketing performance?

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