Introduction_IBMC

What does the term "brand equity" mean?

• The highest degree of brand awareness

• The added value that a product or service gets from being associated with a brand

• The cost of marketing campaigns used to promote a brand

• The number of products a brand has in its portfolio

Which of the following is NOT a task of marketing communication?

• Differentiate: Position the brand
  

• Distract: Shift focus from competitor

• Persuade: Encourage purchasing

• Inform: Educate the audience

The "360-degree Brand Communication Model" includes which of the following tools?

• Advertising, Direct Marketing, Sales Promotion, CRM

• Only Advertising and Digital Marketing

• Advertising, Financial Audits, Market Entry Analysis

• PR, Manufacturing Efficiency, Social Media

What does the CBBE (Customer-Based Brand Equity) Pyramid emphasize?

• Top-of-mind awareness

• Prioritizing direct sales over customer relationships

• Intense and active loyalty

• Building financial gains through stock performance

What is the primary nature of Public Relations as a communication tool?

• To dramatize a company or product effectively

• To directly target individual customers

• To provide strong purchase incentives

• To offer user-generated content