Brand Management Chapter 6

What is the primary means by which firms attempt to inform, persuade, and remind consumers about the brands they sell?

• Supply chain management

• Product development

• Marketing Communications

• Personal selling

Which of the following is NOT a way in which marketing communications can contribute to brand equity?

• Creating awareness of the brand

• Eliciting negative brand judgments

• Facilitating a stronger consumer-brand connection

• Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory

What is the primary advantage of marketing on the Web as mentioned in the text?

• High cost

• Low cost

• Limited customization

• Lack of detail

What is the role of events and experiences in brand building according to the text?

• Focus on reducing brand awareness

• Focus on engaging the consumers’ senses and imagination

• Focus on direct selling only

• Focus on increasing price sensitivity

What is the primary disadvantage of promotions as mentioned in the text?

• Inhibit the use of franchise

• Decreased price sensitivity

• Decreased quality perceptions

• Increased brand loyalty

What are the criteria for developing an Integrated Marketing Communication Program?

• Reach, Frequency, Impact, Engagement, Conversion

• Quality, Quantity, Cost, Creativity, Consistency

• Coverage, Contribution, Commonality, Complementarity, Conformability, Cost

• Awareness, Interest, Desire, Action

What is the first step in evaluating communication options for designing integrated marketing communication programs?

• Analyzing consumer behavior

• Defining target markets

• Evaluating communication options

• Establishing priorities and trade-offs

What is the key message in the 'Keller B s' marketing communication guidelines?

• Be analytical

• Be creative

• Be observant

• Be patient

What is the main focus of event marketing according to the text?

• Selling products directly

• Increasing price sensitivity

• Engaging the consumers’ senses and imagination

• Reducing brand awareness

What is the primary goal of advertising as mentioned in the text?

• Decreasing brand awareness

• Creating negative brand associations

• Eliciting negative judgments and feelings

• Creating strong, favorable, and unique brand associations