Question 1

Brand equity from the customer's perspective consists of two forms of brand-related knowledge: brand awareness and brand image.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a reason for the difficulty in measuring marcom effectiveness?

Accepted Answer

A)  lack of ability by marcom practitioners 
B)  obstacles in identifying an appropriate measure, or metric, of effectiveness 
C)  complications with getting people throughout the organization to agree that a particular measure is the most appropriate 
D)  snags with gathering accurate data to assess effectiveness 
E)  problems with determining the exact effect that specific marcom elements have on the measure that has been selected to indicate effectiveness 
A)  lack of ability by marcom practitioners 
B)  obstacles in identifying an appropriate measure, or metric, of effectiveness 
C)  complications with getting people throughout the organization to agree that a particular measure is the most appropriate 
D)  snags with gathering accurate data to assess effectiveness 
E)  problems with determining the exact effect that specific marcom elements have on the measure that has been selected to indicate effectiveness

Question 3

Many private-label products possess levels of quality that are equivalent to manufacturers' national brands.

Accepted Answer

A) True 
 B)False

Question 4

To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.

Accepted Answer

A) True 
 B)False

Question 5

The appearance and image of the product,including its packaging,labeling,shape,color,sounds,design,lettering,and style is _____.

Accepted Answer

A)  a trademark 
B)  a logo 
C)  a symbol 
D)  trade dress 
E)  a brand 
A)  a trademark 
B)  a logo 
C)  a symbol 
D)  trade dress 
E)  a brand

Question 6

Maria is asked by a market researcher to list all the brands of toothpaste she can think of.Which type of awareness is this assessing?

Accepted Answer

A)  recall 
B)  recognition 
C)  positive awareness 
D)  free-association awareness 
E)  aided recognition 
A)  recall 
B)  recognition 
C)  positive awareness 
D)  free-association awareness 
E)  aided recognition

Question 7

Brands scoring high on the sophistication dimension are considered to be exciting,spirited,and intelligent.

Accepted Answer

A) True 
 B)False

Question 8

Discuss the reasons accounting for the difficulty in measuring marcom effectiveness.

Accepted Answer

Several reasons account for the difficul

Question 9

A brand can leverage associations by connecting itself with other brands,places,things,and people.

Accepted Answer

A) True 
 B)False

Question 10

To measure marcom effectiveness,marketing executives must use the only metric that is available-profit.

Accepted Answer

A) True 
 B)False

Question 11

Research has identified ten personality dimensions that describe most brands.

Accepted Answer

A) True 
 B)False

Question 12

Brand associations can be conceptualized in terms of type,favorability,strength,and uniqueness.

Accepted Answer

A) True 
 B)False

Question 13

The basic dimension of brand equity is _____.

Accepted Answer

A)  brand image 
B)  brand preference 
C)  brand tolerance 
D)  brand insistence 
E)  brand awareness 
A)  brand image 
B)  brand preference 
C)  brand tolerance 
D)  brand insistence 
E)  brand awareness

Question 14

The objective of marketing communications is to enhance brand equity as a means of _____.

Accepted Answer

A)  defining the marketing mix 
B)  moving customers to favorable action toward the brand 
C)  increasing short-term sales 
D)  reducing the advertising budget 
E)  reducing the promotional budget 
A)  defining the marketing mix 
B)  moving customers to favorable action toward the brand 
C)  increasing short-term sales 
D)  reducing the advertising budget 
E)  reducing the promotional budget

Question 15

One difficulty with measuring marcom effectiveness is the identification of an appropriate measure,or metric,of effectiveness.

Accepted Answer

A) True 
 B)False

Question 16

What is necessary to create favorable,strong,and unique associations about a brand?

Accepted Answer

A)  heavy mass media advertising 
B)  co-branding 
C)  sustained marketing communications 
D)  ingredient-branding 
E)  brand preference 
A)  heavy mass media advertising 
B)  co-branding 
C)  sustained marketing communications 
D)  ingredient-branding 
E)  brand preference

Question 17

What is the initial challenge for new brands?

Accepted Answer

A)  achieving brand awareness 
B)  enhancing brand image 
C)  achieving brand preference 
D)  achieving brand insistence 
E)  building revenue premium 
A)  achieving brand awareness 
B)  enhancing brand image 
C)  achieving brand preference 
D)  achieving brand insistence 
E)  building revenue premium

Question 18

Successful brands employ just one or two marcom tools in order to satisfy the brand's positioning strategy.

Accepted Answer

A) True 
 B)False

Question 19

Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64 ounce bottle,and Procter & Gamble usually sells 2 million of these sizes each year.An average private label store brand costs $6.00 for the same size,and typically 1 million are sold each year.What is Tide's revenue premium?

Accepted Answer

A)  $2.00 
B)  $1 million 
C)  $6 million 
D)  $10 million 
E)  $16 million 
A)  $2.00 
B)  $1 million 
C)  $6 million 
D)  $10 million 
E)  $16 million

Question 20

The revenue differential between a branded item and a corresponding private labeled item is known as _____.

Accepted Answer

A)  brand differential 
B)  revenue value 
C)  revenue premium 
D)  branded equity 
E)  equity revenue 
A)  brand differential 
B)  revenue value 
C)  revenue premium 
D)  branded equity 
E)  equity revenue

Exam 2: Enhancing Brand Equity and Accountability

Brand equity from the customer's perspective consists of two forms of brand-related knowledge: brand awareness and brand image.

Which of the following is NOT a reason for the difficulty in measuring marcom effectiveness?

Many private-label products possess levels of quality that are equivalent to manufacturers' national brands.

To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.

The appearance and image of the product,including its packaging,labeling,shape,color,sounds,design,lettering,and style is _____.

Maria is asked by a market researcher to list all the brands of toothpaste she can think of.Which type of awareness is this assessing?

Brands scoring high on the sophistication dimension are considered to be exciting,spirited,and intelligent.

Discuss the reasons accounting for the difficulty in measuring marcom effectiveness.

A brand can leverage associations by connecting itself with other brands,places,things,and people.

To measure marcom effectiveness,marketing executives must use the only metric that is available-profit.

Research has identified ten personality dimensions that describe most brands.

Brand associations can be conceptualized in terms of type,favorability,strength,and uniqueness.

The basic dimension of brand equity is _____.

The objective of marketing communications is to enhance brand equity as a means of _____.

One difficulty with measuring marcom effectiveness is the identification of an appropriate measure,or metric,of effectiveness.

What is necessary to create favorable,strong,and unique associations about a brand?

What is the initial challenge for new brands?

Successful brands employ just one or two marcom tools in order to satisfy the brand's positioning strategy.

The revenue differential between a branded item and a corresponding private labeled item is known as _____.

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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