Brand Management Exam Solutions
Course Introduction
Brand Management is a comprehensive course that explores the strategies and practices involved in building, maintaining, and enhancing the value of brands in competitive markets. Students will learn about brand positioning, brand equity, identity, and architecture, as well as the tools and techniques necessary for effective brand communication and management. Through the analysis of real-world case studies, the course delves into topics such as brand extensions, global branding, brand revitalization, and the role of digital media in shaping brand perceptions. This course equips students with the skills to develop impactful branding strategies that foster strong, enduring customer relationships and sustain competitive advantage.
Recommended Textbook
M Advertising 2nd Edition by William Arens
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17 Chapters
1697 Verified Questions
1697 Flashcards
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Chapter 1: The Evolution of Advertising
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Sample Questions
Q1) Which of the following terms explains the availability of cable networks devoted to food, home repair, golf, history, or animals?
A) Mass marketing
B) Two-way media
C) Relationship marketing
D) Narrowcasting
E) Broadcasting
Answer: D
Q2) As the U.S. economy slowed in the 1980s, which cost-effective method did companies use to trim their advertising budgets?
A) Mass market advertising
B) Viral marketing
C) Sales promotions
D) Internet advertising
E) Word-of-mouth advertising
Answer: C
Q3) When did the preindustrial age begin and end in the Western hemisphere?
Answer: The preindustrial age extended from the beginning of recorded time to the start of the nineteenth century.
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Page 3
Chapter 2: The Environment of Advertising
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Sample Questions
Q1) Under current law, the only product claims that are considered deceptive are those that:
A) unjustifiably injure the consumer.
B) contain inadequate information.
C) violate public policy.
D) are factually False.
E) use subliminal images.
Answer: D
Q2) To promote responsible children's advertising and to respond to public concerns, the Council of Better Business Bureaus established the:
A) Children's Protection Agency (CPA).
B) Children's Advertising Review Unit (CARU).
C) Children's Board of Information.
D) Board of Advertising Review.
E) Code for Ethical Children's Advertising (CECA).
Answer: B
Q3) How does the Library of Congress help regulate advertising?
Answer: The Library of Congress protects all copyrighted material, including advertising, in the United States.
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Page 4
Chapter 3: The Business of Advertising
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Sample Questions
Q1) _____ supply agencies with artwork and illustrations for advertisements.
A) Ad intermediaries
B) Art studios
C) Art agencies
D) Production houses
E) Art directors
Answer: B
Q2) Distinguish between suppliers and the media.
Answer: Suppliers and media are two distinct groups of the advertising business. Suppliers are the people and organizations that assist both advertisers and agencies in the preparation of advertising materials, such as photography, illustration, printing, and production. Media refers to communications vehicles paid to present an advertisement to their target audience. Media most often refers to radio and television networks, stations that have news reporters, and publications that carry news and advertising.
Q3) Dissatisfaction with agency conduct is the most commonly cited reason for agency switches.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Segmentation, Targeting, and the Marketing Mix
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Sample Questions
Q1) Distinguish between primary demand and selective demand.
Q2) When Hannah buys almond soap from a vendor at an arts and crafts show and the vendor that sells the soap is actually the person who made the soap from scratch, it is an example of:
A) selective distribution.
B) indirect distribution.
C) direct distribution.
D) unbranded distribution.
E) differentiated distribution.
Q3) The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:
A) demographic segmentation.
B) behavioristic segmentation.
C) temporal segmentation.
D) psychographic positioning.
E) lifestyle segmentation.
Q4) What are business markets?
Q5) Discuss the push and the pull strategy with respect to the product life cycle.
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Chapter 5: Communication and Consumer Behavior
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Sample Questions
Q1) The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art director that created the ad.
A)True
B)False
Q2) _____ are needs that we learn during our lifetime.
A) Values
B) Wants
C) Ethics
D) Desires
E) Ideals
Q3) Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found an identical sewing machine at Walmart for $169. He is likely to experience:
A) selective perception.
B) cognitive dissonance.
C) perceptual dissonance.
D) negative motivation.
E) attitudinal dissatisfaction.
Q4) What is culture? How does it differ from a subculture?
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Chapter 6: Account Planning and Research
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Sample Questions
Q1) How has the development of product labels with the Universal Product Code (UPC) benefited the observation method of conducting marketing research?
Q2) If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of:
A) proliferation research.
B) recall testing.
C) inquiry testing.
D) advertising concept testing.
E) media research.
Q3) What is the difference between primary and secondary data?
Q4) The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens.
A)True
B)False
Q5) What three basic research methods are used to collect quantitative data?
Q6) Distinguish between direct questioning and experimental method.
Q7) What are the four types of questions most commonly used in surveys?
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Chapter 7: Marketing, Advertising, and Imc Planning
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Sample Questions
Q1) Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow-an instantly recognizable symbol in the gay community. What approach to positioning is the winery using?
A) Cultural symbol
B) Product class
C) Product user
D) Marketing mix
E) Price/quality
Q2) What is a SWOT analysis and what does it examine?
Q3) Baxter International is the world's largest manufacturer of IV solutions in flexible containers. Which of the following would most likely reveal relevant facts about the firm's history, growth, and market share?
A) Situation analysis
B) BCBG matrix
C) Market survey
D) Product audit
E) SWOT analysis
Q4) What is integrated marketing communications (IMC)?
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Chapter 8: Creating Ads: Strategy and Process
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Sample Questions
Q1) In 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. During the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in:
A) idea swiping.
B) lateral thinking.
C) brainstorming.
D) collaborating.
E) critical thinking.
Q2) The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.
A)True
B)False
Q3) The creative strategy has several other names. What are they?
Q4) Discuss the role of the Judge in the creative process.
Q5) Describe a fact-based thinker.
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Chapter 9: Creative Execution: Art and Copy
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Sample Questions
Q1) Another name for the poster-style format is the storyboard layout.
A)True
B)False
Q2) The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.
A)True
B)False
Q3) All that appears on a typical radio script is the ad dialog.
A)True
B)False
Q4) In the _____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines.
A) mock-up
B) thumbnail sketch
C) dummy
D) rough
E) draft copy
Q5) What are the two columns in a TV script?
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Chapter 10: Print Advertising
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Sample Questions
Q1) Which of the following is used as a basis for classifying newspaper categories?
A) Their organizational structures
B) Their method of gathering marketing research data
C) Their frequency of deliveries
D) Their subscription rates
E) Their primary and secondary readership
Q2) A Pottery Barn ad in Martha Stewart Living magazine was printed on high-quality paper stock and shipped to the magazine publisher for inclusion in the March issue. The ad for which the advertiser paid a premium price exemplifies:
A) island halves.
B) a full unit.
C) a gatefold.
D) a junior unit.
E) an insert.
Q3) A gatefold is a(n):
A) rate card used for cover positions.
B) three-dimensional ad in a magazine.
C) method used to decrease advertising clutter.
D) insert with pages that extend and fold over to fit into a magazine.
E) ad that generates interest by repetition throughout the publication.
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Chapter 11: Broadcast, Cable, and Satellite Media: Television and Radio
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Sample Questions
Q1) What are the benefits of advertising on cable television?
Q2) In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during The Ellen DeGeneres Show, which is broadcast daily at 4:30 p.m. by a Virginia TV station. The restaurant is advertising during _____ time.
A) peripheral
B) late fringe
C) prep rime
D) early fringe
E) prime access
Q3) Why would radio be a poor advertising medium for a fabric store trying to increase its market by carrying a new line of brightly-colored upholstery fabric?
A) Radio is too selective.
B) Radio is programmed to suit listeners' moods.
C) Radio is very expensive compared to other media.
D) Radio is only a sound medium.
E) Radio lacks creative flexibility.
Q4) A radio advertiser may purchase network, spot, or local radio time. Explain the differences.
Page 13
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Chapter 12: Digital Interactive Media
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Sample Questions
Q1) A(n) _____ is prepared to help the advertiser gauge the effect of an ad.
A) button
B) banner
C) interstitial
D) composition
E) cookie
Q2) In the case of Internet advertising, cost per thousand, rating points, and share of audience are the same.
A)True
B)False
Q3) The IAB originally defined an ad impression as "an opportunity to deliver an advertising element to a Web site visitor." What is the problem with this definition?
Q4) What are the disadvantages of using digital advertising media?
Q5) Why do portals want to keep visitors for as long as possible?
Q6) In 2013, Facebook reported that only 10 percent of its advertising revenue came from ads on mobile platforms, which suggested that Facebook's success on mobile devices was dwindling.
A)True
B)False
Page 14
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Chapter 13: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) Explain the physical characteristics of a standard bulletin.
Q2) One of the benefits of using transit advertising is long exposure.
A)True
B)False
Q3) The most common form of direct-mail is the:
A) statement stuffer.
B) brochure.
C) self-mailer.
D) broadside.
E) sales letter.
Q4) How do electronic display panels most likely benefit an advertiser?
A) Only the advertiser can change the display.
B) They are an inexpensive and flexible medium.
C) Their ability to eliminate selective perception makes their high costs worthwhile.
D) The transit authority must pay a premium price for the displays.
E) They are one of the oldest and most accepted forms of advertising.
Q5) What are the three types of mailing lists used in direct marketing?
Page 15
Q6) Why are eight-sheet posters preferred over 30-sheet posters?
Q7) How does the Highway Beautification Act of 1965 affect outdoor advertising?
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) The Amazing Race television show on CBS, Better Homes and Gardens magazine, and billboards along interstate highways are all examples of media vehicles.
A)True
B)False
Q2) Advertising that runs on a(n) _____ schedule runs steadily; the amount of advertising varies little over the campaign period.
A) continuous
B) uninterrupted
C) flighting
D) incessant
E) time-sensitive
Q3) The Tonight Show, People magazine, and U.S.A. Today would all be suitable _____ for Advil pain reliever.
A) audience communicators
B) market agents
C) advertising agents
D) distribution channels
E) media vehicles
Q4) What two methods do advertisers use to accumulate reach?
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging,
and Sales Promotion
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Sample Questions
Q1) Which of the following is a form of direct marketing that involves tracking and analyzing the purchase patterns of specific customers?
A) Mass advertising
B) Sales promotion
C) Multilevel marketing
D) Database marketing
E) Personal selling
Q2) _____ encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials.
A) Distribution
B) Sales promotion
C) Packaging
D) Network marketing
E) Trade promotion
Q3) Telemarketing should never be used if the objective of the sales call is to develop long-term relationships with customers.
A)True
B)False
Q4) Compare and contrast forward buying and diverting.
Page 17
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Sample Questions
Q1) Most modern companies are public relations oriented since their main focus is on the bottom-line.
A)True
B)False
Q2) Why do public relations (PR) practitioners often engage in speechwriting?
Q3) How can a sponsoring company measure the results of its relationship building effort?
Q4) What is ambush marketing, and how is it used?
Q5) The Rocks Build Our World program of National Asphalt Pavement Association (NAPA) includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods, and the uses of minerals in everyday life. This is an example of:
A) press agentry.
B) sales promotion.
C) community involvement.
D) societal advertising.
E) advocacy advertising.
Q7) Differentiate between sponsorship and philanthropy. Page 18
Q6) What is the function of marketing public relations (MPR)?
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Page 19
Chapter 17: Producing ADS
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Sample Questions
Q1) What is the job of the traffic manager?
Q2) Dubs of radio commercials are created:
A) as audio storyboards for advertisers.
B) in the postproduction phase of radio commercial production.
C) as a form of speculative presentation during the commercial bidding process.
D) as special effects are superimposed on the commercial once the copy has been read.
E) to measure the volume of the commercial to ensure compliance with FCC regulations.
Q3) Which statement about halftone printing is most likely true?
A) The dots in a coarse halftone screen are not visible to the naked eye.
B) A halftone screen breaks up continuous-tone artwork into dots.
C) Magazines use coarser halftone screens than newspapers.
D) Low resolution halftone screens offer the highest quality.
E) A halftone is any line art that is made of a solid color.
Q4) The most frequent cause of cost overruns in the production of advertising is an overdependence on creativity.
A)True
B)False
Q5) How do advertisers benefit from using Web ads?
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