WorksheetsBrand Plan
Total questions: 15
Worksheet time: 15mins
In designing the brand portfolio, the focus is always on..
Maximum Market Coverage
Minimum Market Coverage
Specific market coverage
One Brand across all products
_________ is a mode of direct marketing owes to well structured communications in the form of catalogs
Telemarketing
Sales promotion
Advertising
Publicity
_________ lets you to have a clear picture of the number of customers or usage of your brand in comparison with competition
Market share
Brand share
Product share
Customer share
_________ of ad means how many times you should expose your target customers to your message
Frequency
Copy
Copy strategy
Media
_________ provides a good quality of service because of a direct interface with the customers, but it is expensive.
Direct sales
Telemarketing
E-marketing
All of above
An effective advertising campaign:
Revolves around a strong single idea
Should appeal to self interest of customer
Must not wander off
All of the above
Brand assets include:
The name of the brand
Reputation, relevance, and loyalty
Less quality complaints
All of the given options
Marketers need to position their brands clearly in target customers' minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?
Desirable benefit
Good packaging
Strong beliefs and values
Service inseparability
The process of establishing and maintaining a distinctive place in the market for an organization or its specific product offers is known as _________.
Profiling
Profiled Segmentation
Segmentation
Positioning
This pricing model offers opportunity to set different levels of pricing for different needs is known as _________.
Segment pricing
Skim pricing
Value-in-use pricing
Strategic account pricing
To have value, a brand must offer which one of the following?
A simple product range with a defined set of features
A complex product range with a defined set of features
Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers
An identity through which the customer can trace the party responsible for supplying the product
View answer
What purpose does an advertising copy serves?
Provides a degree of continuity in a brand's advertising
Help a brand achieve distinctiveness
Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissions
All of the given options
View answer
Which of the following strategy give the benefit of premium pricing?
Umbrella strategy
Line brand strategy
Product brand strategy
Market based Brand Strategy
_________ advertising affords the marketer the ability to engage the consumer in a direct and personal way.
Interactive
Contextual
Traditional
Website
_________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.
Market niche strategies
Differentiation
Cost leadership
Focus Strategies
