CBAD453 Sp12 Exam 1

1.

1 point

A brand:

Is a perception resulting from experience

Lives in the heads and hearts of customers

Is a perception based on information

Is an image, feeling, or impression

All of the above

2.

1 point

The essence of marketing communication is how to create, deliver, manage, and evaluate:

profits

packaging

stakeholders

Brand messages

conceptual marketing relationships

3.

1 point

__________ are the vehicles through which marketing communication messages are carried to and from target audiences.

Stockholders

Trucks

Media

Customers

Integrated corporate communications

4.

1 point

Companies gain value from marketing communication and media because:

More money is spent on MC than ever before

It is the only effective way to sell all products and services

Because the functions of MC have been used for over 100 years

They connect a company with customers

None of the above

5.

1 point

Which of the following is NOT one of the marketing communications functions?

Advertising

Direct marketing

Channel distribution

Publicity

Event sponsorship

6.

1 point

Advertising

works best for targeting small audiences.

historically has been the dominant marketing communications choice.

is growing faster than other marketing communications options.

is often free.

All of the above are true about advertising.

7.

1 point

Roger is the new marketing communications manager for an upscale clothing store. He learns the company has an up-to-date database with almost all customers, mail and email addresses. Roger should consider using:

advertising

publicity

direct marketing

event sponsorship

packaging

8.

1 point

Sales promotions are:

Long-term marketing communications strategies

Designed to create brand awareness

Give customers an extra reason to buy

Always more effective than advertising

Build brand credibility

9.

1 point

Which of the following is NOT an example of a sales promotion?

Coupons

Small gifts

Reduced prices

Repeat purchase discounts

personal sales assistance

10.

1 point

With the proliferation of databases and information technology, marketing communications need to be:

Researched

Integrated

Designed individually

Stakeholder equity justified

Excluded

11.

1 point

The literal meaning of IMC is:

"International Marketing Communication"

"Integrated Marketing Communication"

"Intense Marketing Communication"

"Integral Marketing Communication"

None of the above

12.

1 point

In IMC, synergy means:

One strategy tied to one tactic

The whole is greater than the sum of its parts

The whole is equal to the sum of its parts

The size of the whole is less than the number of its parts

None of the above

13.

1 point

The most current trend driving integration today is:

Mass marketing

Relationship marketing; the need to be customer focused

E-commerce

TQM

Competition

14.

1 point

Karla is in the process of integrating her company's marketing communications functions. She can expect to benefit from:

Brand differentiation

Improved accountability

Increased brand trust

Internal coordination

All of the above

15.

1 point

IMC partners that work with companies to market their products or services include:

The companies and brand behind the marketing communication

Marketing communication agencies

The media

All of the above

None of the above

16.

1 point

An in-house agency:

Does advertising for its company only

Does most of the work of a full-service agency

Is created by a company to have greater control over their MC

May save its company money

All of the above

17.

1 point

Which of the following is a benefit of the cross-functional IMC team?

To make sure the big creative picture is integrated in all messages

To ensure consistency in all brand messages

To coordinate timing and scheduling of the various MC programs

A place where budgets can be reallocated as situations demand

All of the above

18.

1 point

A brand:

Satisfies a consumer need, want, or desire.

Differentiates one product from those of direct competitors' products.

Can be the name of a company.

Can be a service as well as a product.

All of the above.

19.

1 point

The process of creating a brand image that engages the hearts and minds of customers is:

brand equity

multi-tier branding

branding

trademarking

goodwill generation

20.

1 point

distinctive graphic design used to communicate a product, company, or organization identity:

logo

Brand

Feature

License

Benefit

21.

1 point

A basic principle of branding is that a brand:

Must be recognized by all consumers

Should always be colorful

Transforms products into something larger than the products themselves

Conveys the objectives of creative advertising design with a minimum of words

All of the above are basic principles of branding

22.

1 point

Brands used exclusively by one chain of stores for a line of products made to the chain's specifications are called:

Store logos

Manufacturer's brands

Store brands

Discount merchandise

Generic brands

23.

1 point

Consistency, accessibility, responsiveness, and commitment lead to:

Brand immediacy

Brand trust and relationships

Brand communities

Co-branding

Brand intuitive assessment

24.

1 point

Building brand loyalty helps marketers through:

Lower prices

Word-of-mouth referrals

Increased advertising exposure

Reduced regulatory oversight

multi-tier extension branding

25.

1 point

The goal of customer relationship management is:

To increase management of customers

Reduce marketing communication interactions

Keep the company in touch with the relationship history of its customers

Avoid duplication of marketing communication efforts

All of the above are goals of CRM

26.

1 point

Brand equity is:

The ROI each individual brand contributes to corporate profitability.

The amount of dividends each brand contributes to each shareholder's stock in the company.

The market share of each individual brand in a competitive brand category.

The intangible value of a company beyond its physical net assets.

None of the above.

27.

1 point

Xavier is the new brand manager for Coca-Cola in Latin America. He knows the brand equity Coca-Cola has built up over the years will help him:

Broaden distribution

Avoid brand extensions

Eliminate co-branding

Expand product offerings through brand licensing

All of the above

28.

1 point

Brand extension:

Is a strategy to extend the product life cycle of a brand.

Is a strategy to extend a brand into new geographic markets where it is not currently sold.

Is a strategy to extend the useful life of a product so consumers will get more value from it.

Is a strategy to bring new product offerings to the market under an existing brand name.

All of the above.

29.

1 point

Co-branding:

Uses two or more brand names of products from the same company.

Uses an American and a foreign brand to create an international reputation for the company.

Uses an existing brand and a totally new brand to introduce the new product into the market.

Uses two brand names owned by separate companies.

None of the above.

30.

1 point

Brand licensing:

Is a fee that companies pay annually to the state in which the company is incorporated and is really a state tax on corporations.

Is a license to sell a brand and indicates that the brand has met certain standards for human consumption.

Is renting the brand equity to another company for a fee.

Is very safe since the licensee has a contract from the licensor.

None of the above.