Question 1

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

Accepted Answer

A) True 
 B)False

Question 2

Legally,a patent provides the right to exclude others from making,using,selling,offering for sale,or importing the invention for the term of the patent.

Accepted Answer

A) True 
 B)False

Question 3

Trialability is tied closely to the concept of _____.

Accepted Answer

A)  sensation transfer 
B)  perceived risk 
C)  memory cues 
D)  association enhancement 
E)  sensation transference 
A)  sensation transfer 
B)  perceived risk 
C)  memory cues 
D)  association enhancement 
E)  sensation transference

Question 4

A good logo should _____.

Accepted Answer

A)  be very simple 
B)  be very complex 
C)  be recognized easily 
D)  convey different meanings to the various target members 
E)  All of these are correct. 
A)  be very simple 
B)  be very complex 
C)  be recognized easily 
D)  convey different meanings to the various target members 
E)  All of these are correct.

Question 5

Status from brand ownership is a form of consumption advantage that is high in symbolism rather than functionality.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT a main stage of the New Product Adoption Process?

Accepted Answer

A)  unawareness class 
B)  awareness class 
C)  trier class 
D)  repeater class 
E)  All of these are main stages. 
A)  unawareness class 
B)  awareness class 
C)  trier class 
D)  repeater class 
E)  All of these are main stages.

Question 7

Brand names have been described as _____ that activate images in target audiences' collective minds.

Accepted Answer

A)  cerebral switches 
B)  silent salespersons 
C)  consumer cues 
D)  fact facilitators 
E)  sensation transferers 
A)  cerebral switches 
B)  silent salespersons 
C)  consumer cues 
D)  fact facilitators 
E)  sensation transferers

Question 8

Compaq,Acura,and Lexus are names created from _____,which are the semantic kernels of words.

Accepted Answer

A)  adverbs 
B)  phonemes 
C)  synonyms 
D)  morphemes 
E)  compounds 
A)  adverbs 
B)  phonemes 
C)  synonyms 
D)  morphemes 
E)  compounds

Question 9

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

Accepted Answer

A)  consonants 
B)  front vowels 
C)  back vowels 
D)  short vowels 
E)  long vowels 
A)  consonants 
B)  front vowels 
C)  back vowels 
D)  short vowels 
E)  long vowels

Question 10

Related to the brand name is a graphic design element called a brand _____.

Accepted Answer

A)  symbol 
B)  trademark 
C)  logo 
D)  image 
E)  visual 
A)  symbol 
B)  trademark 
C)  logo 
D)  image 
E)  visual

Question 11

All of the following are required in order for a patent to be obtained except _____.

Accepted Answer

A)  the filer must demonstrate the innovation is novel 
B)  the filer must demonstrate the innovation is useful 
C)  the filer must demonstrate the innovation is not obvious in process or product 
D)  the filer must demonstrate the tangible nature of the innovation 
E)  None of these are correct. 
A)  the filer must demonstrate the innovation is novel 
B)  the filer must demonstrate the innovation is useful 
C)  the filer must demonstrate the innovation is not obvious in process or product 
D)  the filer must demonstrate the tangible nature of the innovation 
E)  None of these are correct.

Question 12

Generally speaking,good logos convey essentially the same meaning to all target members.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following would be a typical element of a trademark?

Accepted Answer

A)  color 
B)  smell 
C)  sound 
D)  phrase 
E)  None of these are correct. 
A)  color 
B)  smell 
C)  sound 
D)  phrase 
E)  None of these are correct.

Question 14

The Wave Runner is a marina which retails recreational water gear.The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design.This same ski is offered at a lower price under a less prestigious brand name,but consumers perceive the O'Brien ski to be a higher quality product.In this case,the O'Brien ski is favored because of the product's perceived _____.

Accepted Answer

A)  observability 
B)  trialability 
C)  relative advantage 
D)  complexity 
E)  compatibility 
A)  observability 
B)  trialability 
C)  relative advantage 
D)  complexity 
E)  compatibility

Question 15

The three main stages through which an individual becomes an adopter of a new brand are the awareness,trier,and repeater classes.

Accepted Answer

A) True 
 B)False

Question 16

The three types of trademarks in the United States are utility,design,and plant.

Accepted Answer

A) True 
 B)False

Question 17

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

Accepted Answer

A) True 
 B)False

Question 18

In quantifying the Adoption-Influencing Characteristics,the two factors on which the characteristics are rated are _____.

Accepted Answer

A)  relative advantage and trialability 
B)  perceived value and risk 
C)  importance and evaluation 
D)  risk and reward 
E)  costs and benefits 
A)  relative advantage and trialability 
B)  perceived value and risk 
C)  importance and evaluation 
D)  risk and reward 
E)  costs and benefits

Question 19

All of the following are types of intellectual property associated with product and brand protection except _____.

Accepted Answer

A)  patents 
B)  playbills 
C)  copyrights 
D)  trademarks 
E)  None of these are correct. 
A)  patents 
B)  playbills 
C)  copyrights 
D)  trademarks 
E)  None of these are correct.

Question 20

Trialability is the degree to which the user of a new brand or other people can observe the possible effects of new-product usage.

Accepted Answer

A) True 
 B)False

Exam 3: Brand Adoption, Brand Naming and Intellectual Property Issues

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

Legally,a patent provides the right to exclude others from making,using,selling,offering for sale,or importing the invention for the term of the patent.

Trialability is tied closely to the concept of _____.

A good logo should _____.

Status from brand ownership is a form of consumption advantage that is high in symbolism rather than functionality.

Which of the following is NOT a main stage of the New Product Adoption Process?

Brand names have been described as _____ that activate images in target audiences' collective minds.

Compaq,Acura,and Lexus are names created from _____,which are the semantic kernels of words.

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

Related to the brand name is a graphic design element called a brand _____.

All of the following are required in order for a patent to be obtained except _____.

Generally speaking,good logos convey essentially the same meaning to all target members.

Which of the following would be a typical element of a trademark?

The three main stages through which an individual becomes an adopter of a new brand are the awareness,trier,and repeater classes.

The three types of trademarks in the United States are utility,design,and plant.

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

In quantifying the Adoption-Influencing Characteristics,the two factors on which the characteristics are rated are _____.

All of the following are types of intellectual property associated with product and brand protection except _____.

Trialability is the degree to which the user of a new brand or other people can observe the possible effects of new-product usage.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

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