Question 1

Brand equity from the customer's perspective consists of _____.

Accepted Answer

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

Question 2

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children that are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as?

Accepted Answer

A)  cross-branding 
B)  ingredient branding 
C)  family-branding 
D)  co-branding 
E)  multi-branding 
A)  cross-branding 
B)  ingredient branding 
C)  family-branding 
D)  co-branding 
E)  multi-branding

Question 3

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 from the CEO, the Board, and other executives 
B)  the imperative for the CMO to get better at what they do 
C)  required by the IRS to report the gains from marketing investment 
D)  a and b only 
E)  a, b, and c 
A)  greater demands for accountability on the marketing function from the CEO, the Board, and other executives 
B)  the imperative for the CMO to get better at what they do 
C)  required by the IRS to report the gains from marketing investment 
D)  a and b only 
E)  a, b, and c

Question 4

Brands scoring high on the sincerity dimension are considered reliable,intelligent,and successful.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Brand image is an issue of whether 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) True 
 B)False

Question 7

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 8

The objective of marketing communication is to deemphasize brand equity.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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 11

Revenue premium is defined as the revenue differential between a branded item and a corresponding private labeled brand.

Accepted Answer

A) True 
 B)False

Question 12

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing?

Accepted Answer

A)  recall 
B)  recognition 
C)  aided recall 
D)  unaided recall 
E)  positive awareness 
A)  recall 
B)  recognition 
C)  aided recall 
D)  unaided recall 
E)  positive awareness

Question 13

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 14

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

The marcom imperative is to move brands from a state of unawareness,to recognition,on to recall,and ultimately to top-of-mind awareness (TOMA).

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

The firm-based viewpoint of brand equity

Question 19

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 20

Lee Michaels is a national chain jewelry store found in many malls across the U.S.Laurie went in to look at the watches,but she was unfamiliar with some of the brands.The salesperson told her that they were all Swiss-made,meaning they were made in Switzerland,which is known worldwide for the quality of the timepieces produced there.From which source are these brands leveraging their brand meaning?

Accepted Answer

A)  other brands 
B)  people 
C)  places 
D)  things 
E)  names 
A)  other brands 
B)  people 
C)  places 
D)  things 
E)  names

Exam 2: Enhancing Brand Equity and Accountability

Brand equity from the customer's perspective consists of _____.

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children that are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as?

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

Brands scoring high on the sincerity dimension are considered reliable,intelligent,and successful.

What is the initial challenge for new brands?

Brand image is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

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?

The objective of marketing communication is to deemphasize brand equity.

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 _____.

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

Revenue premium is defined as the revenue differential between a branded item and a corresponding private labeled brand.

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing?

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

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

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

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

The marcom imperative is to move brands from a state of unawareness,to recognition,on to recall,and ultimately to top-of-mind awareness (TOMA).

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

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

An Overview of Integrated Marketing Communications

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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