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WorksheetsThương hiệu | MCQs
Total questions: 207
Worksheet time: 2hrs 43mins
Brand identity is followed by _________, which is a reflection of what marketers planned to send to the public.
Brand value
Brand image
Advertising
Brand personality
Can anything be branded?
Only physical goods can be branded.
Only online products and services can be branded
Both tangible and intangible goods can be branded.
Only places and ideas can be branded.
What is the primary reason for branding in ancient Greek times to the 11th century?
To establish trademarks for exclusive ownership.
To create a sense of differentiation among products.
To mark and decorate items for identification.
To promote products to a wider audience.
Which type of risk does a brand help reduce for consumers?
Emotional risk
Cultural risk
Economical risk
Climatic risk
What does "brand equity" refer to?
The monetary value of a brand.
The total number of products a brand offers
The total awareness and perceived value of a brand in customers' minds
The legal protection of a brand's features.
What is the purpose of a brand's mission and vision
To establish legal protection for the brand.
To differentiate the brand from its competitors.
To communicate the brand's unique personality.
To outline the brand's long-term goals and aspirations.
How does branding benefit consumers in terms of product decisions?
Brands increase search costs for products.
Brands make product decisions more complex.
Brands help set reasonable expectations about products.
Brands create confusion among consumers.
Which type of risk refers to the threat a product poses to the physical well-being or health of the user?
Financial risk
Psychological risk
Physical risk
Social risk
What type of trademark distinguishes goods and services of members from those of non-members of an organization?
Certification trademark.
Integrated trademark.
Well-known mark.
Collective trademark.
Which aspect of brand identity relates to the unique psychological traits associated with a brand?
Brand equity.
Brand positioning.
Brand personality.
Brand experience.
What term describes the specific perception a brand holds in the minds of consumers?
Brand mission.
Brand image.
Brand equity.
Brand positioning.
Which element of brand components represents the total awareness and perceived value of a brand in the minds of customers?
Brand mission.
Brand personality.
Brand equity.
Brand identity.
Which type of risk refers to the embarrassment a consumer might experience from using a certain product?
Financial risk
Psychological risk
Physical risk
Social risk
How did Luken&May plan to grow its international sales?
By offering cheaper products than competitors.
By focusing exclusively on its artisan brand.
By developing a variety of niche products.
By leveraging its intellectual property and recipes.
What distinguished Luken&May's products from larger competitors?
Lower price points.
Extensive distribution networks.
Quality ingredients and rich flavors.
Use of preservatives.
“Down-to-earth, honest, wholesome, cheerful" describes what type of brand personality?
Competence
Ruggedness
Sincerity
Sophistication
Which of the following is the best definition of a brand?
A brand is a name, term, design, symbol, or any other feature that identifies one seller's products or services as distinct from those of other sellers.
A brand is a promise to deliver a consistent level of quality and value to customers.
A brand is a way to create a connection with consumers and build loyalty.
All of above
Which is not a characteristic of a trademark
Being a visible sign
Viewed from a legal perspective
Being capable of distinguishing goods or services of the mark owner from those of other subjects.
Being a invisible sign
According to Phillip Kotler’s Five Product Levels, what is the THIRD level of a product?
Potential product level
Typical product level
Expected product level
Augmented product level
“Failure of the product results in an opportunity cost of finding another satisfactory product” refers to which type of risk in product decision?
Functional risk
Social risk
Psychological risk
Time risk
Which of the following is NOT the role of the brand to consumers?
Reduce risks in product decision
Lower the search costs for products
Bring competitive advantages
Identify the source or maker of the product
Kadak, Xerox, Exxon, Fidji are examples of brands’ names that are
Fanciful
Arbitrary
Suggestive
Descriptive
What was the original purpose of branding?
To differentiate between brands
To mark and decorate items
To comply with production regulations
To promote goods and services
How can consumers benefit from branding?
Consumers can easily identify the source or maker of the product.
The product they bought might not perform up to expectations.
Consumer’s mental well-being could be affected.
Branding helps them organize inventory and accounting records.
According to the Brand Finance Global 500, which of the following brands is NOT among the top 10 most valuable brands in the world in 2023?
Apple
Tik Tok
“Made in Vietnam” is
Indication of source
Geographical indication
Certification trademark
Certificate of origin
Which of the following is NOT the role of the brand to firms?
Offer legal protection for unique features
Simplify product handling and tracing
Add value to the business
Save time in product decisions
Where can you find a product’s label?
On the goods’ commercial package
On other materials affixed to the goods
On the goods itself
All of the above
Which of the following is NOT a key component of branding?
Brand marketing
Brand positioning
Brand experience
Brand identity
Wave S - Wave S - Wave RS; Samsung Galaxy J (J1, J3, J5, J7); Samsung Galaxy S (S7 và S7 Edge) are examples of:
Certification trademarks
Collective trademarks
Integrated trademarks
Well-known trademarks
What purpose does the brand serve for customers?
Reducing expenses, minimizing effort, and saving search time
Establishing both corporate and product images within customers' perceptions
Offering a competitive edge
Enhancing the economy's standing
Which element of a brand embodies the commitment to value and the reputation of a business?
Design patterns
Entity
Packaging
Musical slogans
Which is not a function of branding?
Commerce
Information and Instructions
Recognizing and Distinguishing
Economy
What level meaning of product stands for :” Basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features”?
Core benefit level
Generic product level
Expected product level
Potential product level
Brands do not help firms in term of:
simplify product handling and tracing
Help organizing inventory and accounting records
Offer the firm legal protection for unique features or aspects of the product
Simplify product decisions – Save time
What is described as the total awareness and perceived value of the brand in the mind of customers?
brand equity
brand experience
brand vision
brand mission
What can be branded?
Physical goods
Distributors, retailers
Ideas
All of them
Which brand is considered as the most valuable brand in 2023?
Which is not the component of the brand?
Brand equity
Brand positioning
Brand promise
Brand image
____ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.
Co-brands
Line extensions
Services
Pure products
Which are NOT integrated marks?
Wave S, Wave S, Wave RS
Iphone 12, Iphone 12 mini, Iphone 12 Pro
Thanh Hà Lychee, Nha Trang fish sauce, Đông Triều Ceramics
Xbox Series X, Xbox Series S
The term “Made in Vietnam” is
Geographical Indications
Appellation of Origin
Indication of origin
Certificate of Origin
What is not a marketing advantage of a strong brand?
Greater loyalty
Greater value added
Brand expansion opportunity
High reaction of customers price increases
Intangible assets do NOT INCLUDE:
Intellectual Property
Accounts Receivable
Intellectual capital
Prestige
What are the functions that brands provide to firms?
Simplify product handling and tracing
Help organizing inventory and accounting records
Offers the firm legal protection for unique features or aspects of the product
All of the above
What is the correct order for The buyer’s decision process?
Need recognition - Information search - Evaluation of alternatives - Purchase decision - Post - purchase behavior
Information search - Need recognition - Evaluation of alternatives - Purchase decision - Post - purchase behavior
Information search - Need recognition - Evaluation of alternatives - Post - purchase behavior - Purchase decision
Need recognition - Evaluation of alternatives - Information search - Purchase decision - Post - purchase behavior
Fill in the blanks: “Brand awareness is related to the strength of the … or trace in memory”
Brand equity
Brand voice
Brand node
Brand name
Identify the CBBE - elements which measures emotional aspects of consumer
Brand Image
Brand feelings
Brand resonance
Brand salience
Brand Equity refers to the brand value determined based on
employee perception
consumer perception
Market / Income / Cost based assessment
All of the above
What are the 5 main elements of brand equity?
Brand loyalty, brand awareness, perceived quality, brand associations, other proprietary assets
Brand feelings, brand awareness, perceived quality, brand associations, other proprietary assets
Brand feelings, brand awareness, perceived quality, brand resonance, other proprietary assets
Brand loyalty, brand awareness, brand salience, brand resonance, other proprietary assets
How to create brand awareness?
Increase the familiarity of the brand through repeated exposure
Increase brand recognition
Improve brand recall
All of the above
Which is the first step of the buyer's decision process?
Information search
Purchase decision
Evaluation of alternatives
Need recognition
Which buyers’ characteristics factor consists of age and life-cycling stage; economic situation, lifestyle, personality and self-concept?
Cultural factor
Social factor
Personal factor
Psychological factor
What are forms of brand association?
Brand attributes and brand benefits
Brand equity and brand attributes
Brand recognition and brand equity
Brand benefits and brand equity
Brand dynamics pyramid by Milward Brown, what is the strongest relationship?
Presence
Relevance
Bonding
Performance
Which of the following factors contributes to brand equity?
Product quality and reliability
Competitive pricing strategy
Employee satisfaction
Social media presence
How can a company measure brand equity?
Customer satisfaction surveys
Revenue generated from sales
Number of social media followers
Employee turnover rate
What are the purposes of brand awareness?
To increase brand recognition
To develop brand image
To improve brand recall
A and C are correct
Which of these are included in the brand’s elements?
Name
Symbol
Logo
All are correct
Fill in the blanks: “Creating brand awareness means increasing the … of the brand through repeated exposure
Difference
Identity
Familiarity
Awareness
The total awareness and perceived value of the brand in the mind of customers is called:
Brand asset
Brand equity
Brand mission
Brand vision
Theory of perception includes selective attention, selective distortion, selective retention and….
selective perception
selective remembrance
subliminal perception
subliminal remembrance
How many elements are there in brand equity?
3
4
5
6
The three types of groups including:
Membership, aspiration and reference
Membership, aspiration, and formal
Assembly, aspiration and formal
Assembly, aspiration and reference
Brand awareness is related to which of the following?
The strength of the brand node or trace in memory
The ability to recognize a brand's logo
The number of social media followers a brand has
The price of a brand's products
Which of the following are the three requirements for any marketing effort to efficiently come into customer perception?
Attractive, easy to produce, and easy to remember
Attractive, easy to understand, and easy to remember
Creative, easy to understand, and easy to remember
Creative, easy to produce, and memorable
Which of the following best describes "brand benefits"?
The descriptive features that characterize a product or service.
Consumers' perceptions about a brand.
The personal value and meaning that consumers attach to the product or service attributes.
Forging strong associations with the appropriate product category.
According to the Brand Dynamics Pyramid by Millward Brown, which levels represents the highest and lowest consumers' perceptions about a brand?
Bonding and Advantage
Performance and Relevance
Bonding and Presence
Advantage and Presence
Which term refers to consumers' ability to retrieve the brand from memory when provided with cues like the product category, fulfilled needs, or purchase situations?
Brand awareness
Brand recognition
Brand recall
Learning advantages
How can positive customer experiences impact brand equity?
They have no impact on brand equity.
They can weaken brand recognition.
They can lead to increased brand loyalty and higher perceived value.
They are only relevant for new brands, not established ones.
Which term refers to a customer's ability to recall and identify a brand?
Brand loyalty
Brand awareness
Brand affinity
Brand extension
Which factor plays a role in forming brand associations?
The number of employees in the company
The brand's physical location
The marketing budget of the brand
Customer experiences, advertising, and communication
Customer’s differential responses which make up brand equity are reflected in … related to all aspects of brand marketing.
Perception, preferences, behavior
Attitude, characteristics, personality
Personality, knowledge, attitude
Preferences, personality, attitude
How many steps are there in buyer’s decision process?
6
5
4
3
What is the key to creating brand equity?
Brand knowledge
Brand loyalty
Brand awareness
Brand associations
What is a unique selling proposition (USP)?
A brand's overall perception in the market.
A brand's position relative to its competitors.
A brand's positive or negative connection with an image.
A brand's distinct advantage over its competitors.
What is the importance of perceived quality?
It drives consumer decisions related to brand loyalty.
It determines the price of a product or service.
It influences the level of brand recognition
It defines the target audience for a brand.
What is brand loyalty?
Consumers' ability to confirm prior exposure to a brand.
Consumers' perception of the overall quality of a brand.
The dedication a customer feels toward a brand.
Consumers' ability to retrieve a brand from memory.
…… is consumer's perceptions about brand, as reflected by the brand associations held in consumer memory.
Brand equity
Brand Presence
Brand Awareness
Which is not a factor determining brand value?
Core capabilities
Market opportunities
Market share
Competitive advantage
Brand equity is a result of
Similarity in consumer response
Differences in consumer response
A & B
None of the above
What elements does the buyer's blackbox include?
Buyer’s characteristics
Buyer’s decision process
Both A and B
Buyer’s insight
“Brand Recall” is shown in the casez?
Subject is completely unaware of the brand when asked or mentioned
When mentioning a product category, the brand name appears first
Divided into 2 levels of visual or cue-assisted recognition and unassisted recognition
Subjects are loyal customers of the brand
When Apple products are mentioned, people will think of technology pioneers, innovation, the Apple logo, creativity,.... It is an expression of which element of brand equity:
Brand awareness
Perceived quality
Brand association
Loyal customers
Which is not an element of brand equity?
Brand loyalty
Brand awareness
Perceived quality
Visual identity
When a customer actively and constantly buys Vinamilk when they need milk, this is an example of?
Brand association
Brand identity
Brand recognition
Brand loyalty
What is the order of the buyer decision process?
Need recognition - Evaluation of alternatives - Information search - Purchase decision - Post-purchase behavior
Need recognition - Information search - Evaluation of alternatives - Purchase decision - Post-purchase behavior
Information search - Need recognition - Evaluation of alternatives - Purchase decision - Post-purchase behavior
Need recognition - Information search - Purchase decision - Evaluation of alternatives - Post-purchase behavior
How many elements does brand equity have? What are they?
5: Brand loyalty, Brand awareness, Perceived quality, Brand associations, brand knowledge, other proprietary assets
4: Brand loyalty, Brand awareness, Brand associations, other proprietary assets
5: Brand loyalty, Brand awareness, Perceived quality, Brand associations, other proprietary assets
4: Brand loyalty, Brand awareness, Brand knowledge, Brand associations
A customer is thirsty and decide to buy a bottle of fresh water in Circle K. He/she is choosing between Aquafina, Lavie and Dasani brands. Which step of the buyer decision process is this?
Perceiving a need
Information search
Accessing value
Purchase decision
“Customers do not understand everything they pay attention to” belongs to which step in theory of perceptions?
Selective attention
Selective distortion
Selective retention
Subliminal perception
What are 2 components of brand knowledge?
Brand awareness and brand image
Brand image and brand identity
Brand awareness and brand identity
Brand symbol and brand identity
Performance is the bottom level of the brand loyalty pyramid - Brand Dynamics Pyramid by Miilward Brown
Second
Third
Fourth
Fifth
Which is not the target market/ target customers of Dairy Queen
Adults with family
Teens
Young adult
Families with baby and elders
Which of the following is NOT considered as a element of brand equity:
Brand awareness
Brand value
Brand association
Perceived quality
Brand Dynamics Pyramid model by Milward Brown include how many levels
4
5
3
7
When customers do not react favorably for specific brand under same circumstances, is said to be
Customer-based brand equity
positive brand equity
negative brand equity
market share equity
The ideas and beliefs people have about the brand
Awareness
Association
Name
Image
A marketer needs to understand that some ‘general traits’ of a brand name are:
Easy to recognize
Easy to pronounce
Easy to memorize or recall
All of the above
What is brand equity?
The process of creating a new brand
The monetary value of a brand
The perception and value that consumers associate with a brand
The legal ownership of a brand
Why is brand equity important for businesses?
It helps reduce marketing costs
It improves brand loyalty and customer trust
It allows businesses to avoid competition
It guarantees immediate financial success
Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
Benefit related positioning
Positioning by usage occasion and time of use
Category related positioning
Price Quality positioning
What is the second step in designing a branding strategy ?
Define target customers and analyze the market
Determine brand mission and vision
Develop brand identity system
Integrated brand communications
Which of the following criteria is NOT used to evaluate a branding strategy?
The level of product value perception
Brand association in the mind of the customer
Number of transactions of customer
Brand awareness
Umbrella Brand Level is another name of which brand hierarchy ?
Family Brand level
Individual Brand level
Corporate Brand level
Modifier level
Which of the following criteria is NOT Disadvantages of Company Brand level?
High risk if failure
Difficult to develop and expand brand and product portfolio
May not be suitable when the business works in many fields
High managing effort
Which of the following criteria is NOT Advantage of Individual Brand level
Minimize risks when one brand fails
Helping businesses maximize market share
Different product brands should easily meet the different needs of consumers
New brands can take advantage of the reputation of the previous brand
Which of the following criteria is NOT Advantage of Family Brand level?
Create a positive image of product consistency
Help to expand products but save marketing costs
Match the unique product
The new product does not need to be closely related to the current product
Which of the following are not Points-of-difference (PODs)
Functional related
Performance related
Abstract, imagery related
Image related
Which of the following criteria is NOT Challenges of local marketing:
Increased manufacturing and marketing costs
Less economy of scale
Dilution of company image
Less customer-specific offerings
Which of the following criteria is NOT Advantages of Concentrated marketing:
Greater knowledge of consumer needs
More effective and efficient marketing mix programs.
Lower risk
Can be highly profitable
Which of the following criteria is NOT the core values of FTU
Innovation and Excellent
Accountability and Resilience
Diversity and Inclusion
Modern and Tradition
Which of the following criteria is NOT the reason for market segmentation:
Buyers are too numerous, and varied in their needs and buying practices.
The companies can not appeal to all buyers in the marketplace, or at least not to all buyers in the same way.
The product of the company can satisfy demand for the majority of the market
Helps companies learn the structure of the market and discover the “market holes” – niche market (where there are demands not satisfied yet)
Which of the following is TRUE about brand missions?
Brand mission should be company-oriented.
Acts as an “invisible hand” that guides people in the organization.
Brand mission is the brand’s concept of its future
Brand mission includes specific and workable guidelines.
What is the difference between Mission and Vision statements?
Vision is usually bigger than Mission.
Vision describes the “why”, while Mission focuses on the “how”
Mission motivates the employees, while Vision informs them.
Mission focuses on future objectives, while Vision focuses on the present.
Which of the following is NOT a type of POPs (Points-of-parity)?
Category
Competitive
Correlational
Functional-related
What is a "Point of Difference" (POD) in international branding?
Attributes shared by multiple brands in the same market.
Elements that make a brand stand out from its competitors.
Universal attributes that define a product's core features.
The least important attributes of a brand.
Which level in the brand hierarchy refers to the overall corporate or company brand that encompasses multiple product lines or brands?
Individual Brand
Sub-Brand
Family Brand
Corporate Brand
What is the primary advantage of utilizing a brand hierarchy in international branding?
It allows for complete product standardization across all markets.
It simplifies marketing efforts and reduces advertising costs.
It enables brands to focus solely on Points of Parity (POPs)
It accommodates a diverse range of products under one umbrella brand.
What does a "Brand Extension" refer to in international branding?
Creating a completely new brand for a specific international market.
Modifying a brand's logo and color scheme for global consistency.
Introducing a new product or product line under an existing brand name.
Shifting a brand's target audience to a different market segment.
What is NOT true about the company brand level?
Easy in brand management
Low cost of brand communication
High level of investment concentration for the brand
Low risk if failure
What is NOT the advantage of Family brand level?
Increase brand sales
Create a positive image of product consistency
The new product must be closely related to the current product
When evaluating the brand, if the initial brand-building goals have not been achieved, the business needs to:
Continue expanding and developing the brand
Find ways to leverage the value the brand brings
Go back to market research or re-positioning the brand
All of the above options
The final step in the brand-building process, the business needs to:
Integrated brand communications
Measure and evaluate the brand strategy
Positioning the brand
Develop brand identity system
The evaluation of the branding strategy should be based on which popular criteria:
The level of product value perception
Brand awareness, Brand loyalty and Brand association in the mind of the customer
The level of sales increase
All of the above options
Which type of segmentation is it: Young & Single, Married - no children, Married - with children, Single Parents, Unmarried Couples?
Demographic
Geographic
Psychographic
Behavioral
What does the term “target market” refer to?
A group of randomly selected buyers
A specific geographic location
A set of buyers with common needs or characteristics
A group of competitors in the market
What is the focus of concentrated marketing (or niche marketing)?
Targeting a wide range of market segments
Ignoring specific market segments
Targeting a small share of one or a few segments or niches
Targeting only the most popular segment
Why is a clear brand mission statement considered an "invisible hand" within an organization?
It physically guides employees through daily tasks.
It provides a secretive advantage over competitors.
It directs and influences decisions and actions of people in the organization.
It remains unseen by customers but impacts product quality.
Which of the following best describes the relationship between POPs (Points of Parity) and PODs (Points of Difference) in branding?
POPs and PODs are two unrelated concepts in branding strategy.
POPs are unique attributes that set a brand apart, while PODs are commonly shared features with competitors.
POPs tell the target market that your product or service meets their basic needs, while PODs are distinctive attributes that differentiate a brand.
POPs and PODs are interchangeable terms representing the same branding principle.
Which of the following is NOT one of the popular criteria mentioned for evaluating a branding strategy?
Brand awareness
Product price
Brand association
Brand loyalty
After reviewing and evaluating, what should the company do if it fails to achieve its previously set goals?
Promote the exploitation of brand value
Expand and develop the brand
Set more goals to develop the brand
Re-positioning the brand
In the process of building a brand, at the sixth step businesses need to
Develop brand identity system
Define target customers and analyse the market
Choose brand hierarchy
Position the brand
…extends a current brand name to new or modified products in a new category
New Brand
Brand extension
Multi - Brand
Line extensions
These are 2 statements of TH True Milk: which is the vision, which is the mission?
(1) To become the leading processor in Vietnam in the clean food industry of natural origin
(2) Providing food products of natural origin - clean, safe, fresh and nutritious dairy products
Both are visions
Both are missions
(1) Vision, (2) Mission
(1) Mission, (2) Vision
In the process of building a brand, the first step businesses need to
Position the brand
Define target customers and analyse the market
Build mission and vision
Develop brand identity system
What is the advantage of Invidual Brand Level?
Help businesses maximize market share
Help make products more understandable and relevant to consumers
New brands can take advantage of the reputation of the previous brand
Match the unique product
Which is not a popular criteria for evaluating the brand strategy?
The level of product value perception
The level of sales increase
The level of approaching new customer of the brand
Brand awareness and loyalty
These are 2 statements of VNPT (Vietnam Posts and Telecommunications Group): which is the vision, which is the mission?
(1) To become Vietnam's leading digital service provider by 2025 and Asia's digital hub by 2030.
(2) Providing customers and partners with quality, innovative and creative products and services Telecommunications - IT - Communication and Digital Services.
Both are visions
Both are missions
(1) Vision, (2) Mission
(1) Mission, (2) Vision
______ are musical messages written around a brand.
Logos
Symbols
Jingles
Taglines
______is the activity of designing and producing containers or wrappers for a product.
Packaging
Slogan
Symbols
Jingles
Full form of URL?
Universal resource locator
Uniform resource locator
Unity resource label
Unidentified random locator
______ are short phrases that communicate descriptive or persuasive information about the brand.
Characters
Symbols
Slogans
Jingles
A ______is a graphic mark, emblem or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition
Logo
Slogan
Tag line
Symbols
Which is not a function of packaging?
Product protection
Product identification
Product production
Product promotion
Amazon.com represents which brand element?
Transferable
Memorable
Adaptable
Likable
Brand equity is a result of
similarity in consumer response
Differences in consumer response
A & B
None of the above
The brand building components while choosing brand are:
Transferable, adaptable and protectable
Memorable, likable and meaningful
Both a and b
None of the above
The defensive elements while choosing brand are:
Transferable, adaptable and protectable
Memorable, likable and meaningful
Both a and b
None of the above
__________ ensures repeat purchase and helps marketers overcome competition from other firms.
Brand awareness
Brand loyalty
Brand association
None of the above
Brand element is also known as _____________.
Brand Awareness
Brand Recall
Brand Identity
Brand Image
Packaging is called the _________ P of marketing mix.
First
Third
Fourth
Fifth
When choosing a brand name, management should choose the name that
is suggested from friends and other uninformed sources
maximizes the firm's branding and marketing objectives
includes cliched words such as "Innovation" or "Solution"
can be found in an English dictionary
Why are brand characters attention getting and useful for creating brand awareness?
They demand pay raises
They grow old
They are often colorful and rich in imagery
They cheat on their wives
How many steps are there in the branding name process?
2
6
1
4
In the final step of brand building process, the businesses need to:
Communicate the brand
Measure and evaluate
Position the brand
Build a new brand
How do packages perform sale tasks?
By attracting attention
By describing the product
By making the sale
All are correct
What does a brand name represent?
The visual identity of a company
The values and attributes associated with a product or service
The target audience of a marketing campaign
The price point of a product
Which is NOT a benefit of making URLs?
Known as domain names
Protect the brands from unauthorized use in other domain names
Promote the company’s products
Specify locations of pages on the Web
What logos and symbols indicate?
Product
Ownership
Origin
Association
What is NOT the benefit of using a brand character?
Attention grabbing
Useful for creating brand awareness
Help communicate a key product benefit
Integrate with every culture the company reaches out to
Which of the following statements is true about slogans?
Slogans only contribute to brand awareness.
Slogans can build both awareness and image for a brand.
Slogans are unrelated to product-related messages.
Slogans have no impact on brand equity.
Which of the following is a requirement for marketers when changing slogans?
Assess the impact of the slogan on brand equity
Determine the extent of equity enhancement
Preserve existing equities while introducing new elements
None of the above
Which statement is NOT true about jingles?
Enhance brand awareness by repeating the brand name in clever and amusing ways
Musical messages written around the brand
Short phrases that communicate descriptive or persuasive information about the brand
Have catchy hooks and choruses that become permanently registered in the minds of listeners
Which of the following is NOT function of a package:
Presentation
Promotion
Preparation
Practicability
For building brand equity, what characteristic should brand elements possess?
Ambiguous
Forgettable
Memorable and attention-getting
Complex and difficult to understand
What does a brand element provide when giving general information?
Unique selling points
Product category details
Manufacturing process
Brand's history
What type of meaning does a brand element convey when suggesting a product's unique attributes?
Descriptive
Historical
Persuasive
Generic
What are the key attributes that offer many advantages in brand elements, particularly when few other product-related associations exist?
Memorable, meaningful, and likable
Aesthetic, beautiful, and creative
Tasty, quality, and freshness
Powerful, respected, and recognized
What does transferability measure in terms of brand elements?
The connection of the brand name to geographical landmarks
The extent to which the brand adds equity for new products or in new markets
The popularity of the brand name in the home country
The taste and quality of the product
What does adaptability in brand elements primarily refer to?
The ability to change the product's taste and quality
The ability to update and make brand elements like logos and characters more modern and relevant
The ability to connect the brand with consumer nostalgia
The ability to translate brand names into different languages
What are the essential steps in ensuring the protectability of a brand element both legally and competitively?
Choosing, registering, and defending the brand elements
Advertising, promoting, and updating the brand elements
Translating, adapting, and globalizing the brand elements
Copying, replicating, and distributing the brand elements
Which is the first step developing effective marketing communication
Design the message
Determine the communication objectives
Identify the target audience
Select the message source
Which is NOT the criteria integrated brand communication programs
Competition
Coverage
Complementarity
Contribution
Informative Advertising includes these activities, EXCEPT:
Describe available services and support
Building brand preference
Telling the market about a new product
Correcting false impressions
Which is NOT one of major PR tools:
Events
Lobby
Identity media
Coupons
Which is NOT a new marketing communication trend?
Markets are changing
Consumers are changing
Marketing strategies are changing
Digital technology are causing remarkable changes
How many stages are there in the AIDA model?
2
3
4
5
The short form of message format contains:
Storytelling
Product concept
Big idea
Slogan
What is the purpose of the AIDA Model?
To identify the best social media channels to use for traffic.
To guide marketers in better reaching their audiences.
To provide a financial framework for a marketing budget.
To illustrate the importance of the proper ratio between text and graphics.
Which is NOT criteria for integrated brand communication programs?
Cost
Commonality
Comprehensibility
Complementarity
How many main types of promotion tools are there?
4
5
6
7
Persuasive Advertising includes these activities, EXCEPT:
Suggesting new uses for a product
Changing customer perception of product value
Building brand preference
Persuading customers to receive a sales call
Preference stage belongs to which phase?
Cognitive Phase
Affective Phase
Behavioral Phase
Evaluation Phase
What activity belongs to reminder advertising?
Maintaining customer relationships
Persuading customers to purchase
Communicating customer value
Suggesting new use for the product
Requirements for the communication objectives are SMART. What does SMART stand for?
Social, Measurable, Attainable, Reliable, and Touching
Specific, Measurable, Achievable, Relevant, and Time-based
Specialized, Measurement, Achievement, Relevant, and Time-based
Socialize, Measurement. Achievable, Relevant, and Touching
Which of the following is NOT the objective of Reminder Advertising?
Maintaining customer relationships
Reminding consumers where to buy the product
Keeping the brand in customer's mind during off-season
Building brand preference
What is not the criteria for a brand communication program?
Coverage
Cost
Convertible
Commonality
Which of the following tools is not included in the IMC?
Digital marketing
Positioning
PR
Personal selling
Which of the following is the SECOND step in developing effective marketing communication?
Select promotion tools
Choose the media
Design the message
Determine the communication objectives
Which of the following is not Criteria for integrated brand communication programs?
Complementarity
Conformability
Rating
Cost
Which of the following is one type of Conformability criteria?
Consumer
Customer
Community
Society
“Extent to which common information conveyed by different communication options shares meaning across communication options.” is the definition of ?
Commonality
Popularity
Complementarity
Conformability
Coverage is defined as:
Proportion of the revenue reached by each communication option, as well as how much money exists among communication options.
Proportion of the audience reached by each communication option, as well as how much revenue exists among communication options.
Proportion of the audience reached by each communication option, as well as how much overlap exists among communication options.
Proportion of the target customer reached by each platform, as well as how much overlap exists among platforms.
Marketing strategies are changing because of?
Economic downturns
National policy
CEO’s decision
Digital technology
“Any paid form of nonpersonal presentation and promotion of ideas, goods, services by an identified sponsor” is the characteristic of …?
Advertising
Public relations
Sales promotion
Personal selling
Which of the following is NOT included in setting advertising objectives?
Informative advertising
Persuasive advertising
Processing advertising
Reminder advertising
What are the purposes of using sales promotion tools?
Boosting long-term customer buying and involvement or enhancing long-term customer relationships.
Boosting short-term customer buying and involvement or enhancing short-term customer relationships
Boosting short-term customer buying and involvement or enhancing long-term customer relationships
Boosting long-term customer buying and involvement or enhancing short-term customer relationships
Which of the following include displays and demonstrations that take place at the point of sale?
Cash refunds
Premiums
Advertising specialties
Point-of-purchase
Which of the following is not a form of digital and social media marketing?
Web sites
Telemarketing
Online videos
What kind of message content shows desired benefits of the product?
Rational appeal
Emotional appeal
Moral appeal
All are correct
Which of the following is the LAST step of the AIDA model?
Activate
Attention
Action
Awareness
Who may influence or make buying decisions for a product or service?
Only potential buyers
Only current users
Both current users and potential buyers
Only the general public
What does the AIDA model stand for in message design?
Awareness, Interest, Desire, Action
Attention, Indulgence, Desire, Assessment
Awareness, Interaction, Decision, Achievement
Attention, Interest, Demand, Authority
What is one advantage of using a two-sided message in advertising?
It is shorter and more concise
It is less expensive to produce
It enhances the advertiser's credibility
It only mentions the product's strengths
Which personal channel of communication involves cultivating opinion leaders to spread information about a product or service?
Face to face communication
Phone communication
Words-of-mouth communication
Buzz marketing communication
What are the six buyer-readiness stages that consumers normally pass through on their way to making a purchase?
Awareness, Interest, Desire, Action, Purchase, Loyalty
Awareness, Knowledge, Liking, Preference, Conviction, Purchase
Awareness, Understanding, Acceptance, Purchase, Repurchase, Advocacy
Awareness, Comprehension, Knowledge, Purchase, Evaluation, Satisfaction
What is the primary factor that affects the communicator's decisions on message content, timing, and delivery?
Message structure and format
Message source credibility
Target audience
Budget constraints
