Question 1

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Accepted Answer

A) True 
 B)False

Question 2

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 3

Providing detailed warranty and complaint-procedure information on labels or in package inserts can minimize perceptions of risk.

Accepted Answer

A) True 
 B)False

Question 4

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 5

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

Accepted Answer

A) True 
 B)False

Question 6

A variable that affects the trier class is _____.

Accepted Answer

A)  price 
B)  television advertising 
C)  trade shows 
D)  magazine advertising 
E)  product satisfaction 
A)  price 
B)  television advertising 
C)  trade shows 
D)  magazine advertising 
E)  product satisfaction

Question 7

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

Accepted Answer

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

Question 8

Compatibility refers to an innovation's degree of perceived difficulty.

Accepted Answer

A) True 
 B)False

Question 9

For how many years does a patent grant the holder exclusive rights to use an invention?

Accepted Answer

A)  5 years 
B)  15 years 
C)  20 years 
D)  75 years 
E)  forever 
A)  5 years 
B)  15 years 
C)  20 years 
D)  75 years 
E)  forever

Question 10

Which of the following is NOT a step of the brand naming process?

Accepted Answer

A)  register trademark 
B)  specify objectives for the brand name 
C)  evaluate candidate names 
D)  determine communication priorities 
E)  create candidate brand names 
A)  register trademark 
B)  specify objectives for the brand name 
C)  evaluate candidate names 
D)  determine communication priorities 
E)  create candidate brand names

Question 11

How many types of patents exist in the United States?

Accepted Answer

A)  1 
B)  3 
C)  5 
D)  10 
E)  100 
A)  1 
B)  3 
C)  5 
D)  10 
E)  100

Question 12

The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility.

Accepted Answer

A) True 
 B)False

Question 13

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 14

Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.

Accepted Answer

A) True 
 B)False

Question 15

Because there has been a significant amount of research on brand names,new products don't succeed without following the "rules."

Accepted Answer

A) True 
 B)False

Question 16

A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.

Accepted Answer

A)  copyright 
B)  playbill 
C)  patent 
D)  agreement 
E)  trademark 
A)  copyright 
B)  playbill 
C)  patent 
D)  agreement 
E)  trademark

Question 17

Huge investments and concerted efforts to introduce new products and services almost always guarantee success.

Accepted Answer

A) True 
 B)False

Question 18

In general,products that lend themselves to trialability are adopted at a more rapid rate.

Accepted Answer

A) True 
 B)False

Question 19

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

Accepted Answer

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

Question 20

Individual sounds,called phonemes,provide meaning about a brand through a process of _____.

Accepted Answer

A)  sound symbolism 
B)  morphing 
C)  encoding specificity 
D)  sound morphing 
E)  telephony 
A)  sound symbolism 
B)  morphing 
C)  encoding specificity 
D)  sound morphing 
E)  telephony

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

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Trialability is tied closely to the concept of _____.

Providing detailed warranty and complaint-procedure information on labels or in package inserts can minimize perceptions of risk.

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

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

A variable that affects the trier class is _____.

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

Compatibility refers to an innovation's degree of perceived difficulty.

For how many years does a patent grant the holder exclusive rights to use an invention?

Which of the following is NOT a step of the brand naming process?

How many types of patents exist in the United States?

The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility.

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

Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.

Because there has been a significant amount of research on brand names,new products don't succeed without following the "rules."

A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.

Huge investments and concerted efforts to introduce new products and services almost always guarantee success.

In general,products that lend themselves to trialability are adopted at a more rapid rate.

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

Individual sounds,called phonemes,provide meaning about a brand through a process of _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

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

Filters