MKT510 final exam

A brand mantra is ....

a short, three- to five-word phrase that captures the essence or spirit of the brand positioning

Laura's favorite brand is Reebok. She likes the fact that the shoes help her run fast, particularly when she's in a race. Which of the following benefits is Laura getting from her brand?

Utilitarian

Spud grocery store begins selling organic produce that is grown locally. Seeing this FreshFare launches a new organic local line of fruits and vegetables. What type of association is FreshFare trying to achieve?

Competitive point of parity

Which of these is not a step in the brand resonance model?

Setting prices lower than competitors

Customer based brand equity is defined as the differential effect that _________________ has on consumer response to the marketing of that brand.

Brand knowledge

The symbolic meaning associated with a particular brand, such as 'magic' for Disney, can be categorized as ....

Hedonic

Which of the following is/are needed for a positioning statement?

A) Category

B) Point of parity

C) Differentiator

D) Price

E) Target market

A C D E

In Aaker's brand identity model, the skin of a peach is likened to which of the following?

Extended

Axe targets insecure novices. What are they offering them?

A) self-confidence

B) a good smell

C) seduction

D) improved physical appearance

E) none of the above

A B C

You are drawing an associative network model for Disney. How would you indicate that the brand is strongly associated with 'magic' and weakly associated with 'star wars'?

The Disney node should be connected to the 'magic' node with a thick line and also to the 'star wars' node with a thin line.

Which of the following relates to the brand resonance level of the brand resonance model?

A) Intense relationship

B) Positive associations

C) Recognition and recall

D) Active relationship

A D

Measuring brand equity ...

is difficult as there are many different sources

Brand exploratory consists of which of the following?

Preliminary research

Which of the following is an example of qualitative research?

A) Interviews

B) Ethnography

C) Panel data

D) Focus groups

A B D

In the brand asset valuator, what refers to the measure of how highly regarded a brand is?

Esteem

Which of the following is NOT one of the big five brand personality traits?

Openness

Which of the following measures does Kantar use when calculating brand value?

Meaningful, Different, Salient

Which of the following is a key component of a brand inventory in a brand audit?

Creating a comprehensive profile of how products and services are marketed and branded

Coca-Cola is conducting a study to measure brand awareness. During the research, Coca-Cola finds that when asked unaided, many respondents can recall the brand in contexts such as fast-food restaurants, sporting events, and parties. Which aspect of Coca-Cola’s brand awareness does this research highlight?

High breadth of brand awareness

The Ford brand is perceived by consumers as one with high stature but it is low on brand strength. According to the brand asset valuator (BAV) we could classify Ford as a which of the following?

Eroded brand

When assessing a brand element which of the following criteria should you consider?

Protectability

Why do some brands choose to have characters that represent them?

All of the above

Anna wants to add a promotion to give customers 20% off on Perfect Hair Shampoo. However, she is worried that this could have a negative overall effect on revenues. How could the promotion backfire?

Customers might buy the product at a lower price even though they would have bought the brand anyways.

Which of the following are characteristics of advertising?

Paid

Lara is working as a brand manager and is assessing their IMC program for commonality. What is she looking for?

Extent to which common information conveyed by different communication options shares meaning across communication options.

Taylor Swift's 2024 concert appears in the news, on social media, in magazines, her own website, through merchandise sold and strategic brand partnerships. The message is coherent and consistent throughout. What is this an example of?

Transmedia storytelling

Why is packaging design important? (You can select multiple options)

A) Packages have a very short time to attract attention

B) A consumer may easily form a close relationship with packaging

C) Most purchase decisions are actually made in-store

D) It helps differentiate a brand

A C D

Below is the Google logo. How would you classify it?

Wordmark

One of the new, emerging trends is the increasing use of AI. Which of the following seem like potential marketing applications for AI? (You may select multiple options)

A) Creating personized products and advertisements for each potential user

B) Allowing customers to try on products virtually

C) Analyzing large amounts of data to decide on potential marketing strategies

A B C

______________ refers to the extent that a marketing communication option is robust and effective for different groups of consumers

Coverage

Research shows that people are influenced to install solar panels by near neighbors who have done so. Which of the SHIFT factors does this fall under?

A) Habit

B) Individual Self

C) Social Influence

D) Tangibility

C

Prompts work best ...

A) when there is a lag between receiving the prompt and carrying out the behaviour

B) when they have vague information

C) when they are received where the behavior will take place

D) when they have lots of information

C

In one recent survey 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so. This is known as the

A) production-reduction gap

B) intention-action gap

C) inaction-tension gap

D) none of the other options

B

Consumers are influenced by ...

A) both emotional and rational appeals

B) both intuition and cognition

C) both heart and the brain

D) all of the above

D

According to the Elusive Green Consumer article which of the following is true?

A) Telling university students that other commuters were ditching their cars in favor of more-sustainable modes of transportation (such as cycling) led them to use sustainable transport twice as often as did those who were simply given information about alternatives.

B) Telling online shoppers that other people were buying eco-friendly products led to a 65% increase in making at least one sustainable purchase.

C) Telling people that others have installed solar panels led to a 35% increase in solar panel installation.

D) Telling buffet diners that the norm was to not take too much at once (and that it was OK to return for seconds) decreased food waste by 20.5%.

A

People are sometimes hesitant to engage in a behaviour because it is associated with a group to which they do not belong. Which of these is an example of this?

A) Men may be hesitant to purchase an eco-friendly car such as a Prius because it is seen as feminine.

B) Young people may be hesitant to purchase a BMW because it is associated with being grandpa's car.

C) Republicans may be hesitant to promote and share recycling tips because it is associated with a left-leaning political ideology.

D) None of the above.

C

Social influence can be turbocharged in three ways. Which of the following are the ways in which we can turbocharge social influence?

A) Making sustainability a system 1 behaviour.

B) Making people's commitments to eco-friendly behavior public.

C) Making sustainable behaviors private.

D) Making sustainable behaviors more evident to others

B D

Honeyfund allows wedding gift givers to bypass cookie-cutter registries filled with typical household goods and instead contribute to destination honeymoons, gourmet dinners, and other adventures for the bride and groom. This is an example of which of the following:

A) Favoring experiences over ownership

B) Social influence

C) Making sustainability resonate

D) None of the above

A

_____ are automatic, relatively uncontrolled behaviours that are triggered by cues found in familiar contexts.

Habits

The three criteria Levy identifies for classifying and judging any qualitative research technique are...

Direction, depth and diversity

Prompts work best ...

when they are received where the behavior will take place

Measuring brand equity ...

is difficult as there are many different sources

A category leader or some other brand that consumers feel is representative of the category, like their most preferred brand is known as ....

an exemplar

Maria likes Dell because she believes the brand has greater customizability than other brands and she likes choosing the features that are most important to her. For Maria, Dell has a....

Point of difference

When assessing an IMC campaign, some factors are inversely correlated with one another. Which of the following are examples of this?

Coverage and cost

Which of these brand elements is more difficult for marketers to change?

Logos

How does marketing communication contribute to brand equity?

Eliciting positive brand judgments or feelings

Which of the following is NOT one of the 5 levels of meaning for a product?

Desired

In the associative network memory model, what represents stored information or concepts?

Nodes

Kellogg's has built up a lot of positive customer based brand equity over the years. This likely means that

Consumers will be less sensitive to price increases

What is the biggest issue with traditional CBBE measures like the Y&R Brand Asset Valuator?

They use arbitrary measurements that do not really make sense

Which of the following questions measure brand judgments for Nestea, a tea drink from Nestle?

How favourable is your attitude towards Nestea?

Sanjith is looking to buy a new laptop. He wants something that has a good processor speed, high levels of working memory and will be able to run the intensive software that he uses for work. In order to find this laptop he has created a spreadsheet that compares the top 10 laptops that are within his budget. It is likely that for Sanjith, this product is ....

High involvement and utilitarian

Burger King is setting up a new billboard on the highway. Which of the following guidelines should they follow?

Make sure the message is simple and direct since people need to be able to process and understand it very quickly.

Which of the following are NOT types of research?

Knowledge, awareness, and recall

Andrew is shopping for a shirt. Which of the following are likely to be the highest involvement for Andrew?

Buying a shirt to wear to his own wedding

Consumers often have subconscious motives for their purchasing behaviours. This can be difficult to find through research. One technique for finding these motives is called...

Zaltman Metaphor Elicitation Technique (ZMET)

Many luxury bags have their brand logos printed on the material, such as in the picture below. Why do luxury brands choose to do this while it is less common for non luxury brands?

The logos are protectable but the overall design of the bag often isn't. Luxury brands need to protect themselves from counterfeits but non luxury usually do not.

When creating their new products, Michael's team talks extensively with consumers, creates quick prototypes and tests them with potential users. What strategy is the team using?

Design thinking

High brand awareness...

means consumers can recall and recognize the brand

When Coke launched Coke Zero some consumers felt that the lower calories (which they liked) meant that the taste was worse, even though blind taste tests had shown that the taste was the same. What could this be called?

Correlational point of parity

Lisa has decided to build her brand as a marketer online by breaking down advertisements she likes on LinkedIn. What is Lisa doing?

personal branding

Tina is buying pens to build her online calligraphy business. She is looking for a broad-based tip as well as a brush tip and wants to be able to use the same refillable cartridges for each. What type of advertisement is likely to convince her?

An informative ad that takes the cognitive route would be best

For which of the following types of products is branding more important?

Experience and Credence products

Tesla is launching a new product under their Neuralink brand. The product details from their website are below:

The Link: We're designing the first neural implant that will let you control a computer or mobile device anywhere you go. Micron-scale threads are inserted into areas of the brain that control movement. Each thread contains many electrodes and connects them to an implant, the Link.

Which of the following is the likely target for the Link?

Innovators

What type of communication should Tesla use when marketing the Link?

Utilitarian messaging focusing on information

Select the steps that go into a Brand Audit (you can select multiple options)

A) None of the above

B) Assess associations

C) Sales

D) Research

B D

What do the information processing model of communications and the AIDA model have in common?

They both begin by getting consumers attention

Overt names are similar to which of the following brand name types?

Descriptive

What type of logo is the following?

Wordmark

Which of the following is an example of ethnographic research?

Visiting consumers homes in the evening to see what they do after returning from work

Which of the following is a similarity between BAV and Kantar BrandZ?

Both models measure brand strength by evaluating emotional connection and consumer perceptions of brand value.

Tropicana changed its orange juice packaging design as shown in the image below. However, they found that their sales declined by around 20%. Why might this have happened?

Consumers might have had trouble recognizing the brand and product on supermarket shelves

Which of the following is NOT one of the 5Cs of online conversations?

Conversation concept

Which of the following brand elements is the most difficult to change?

Brand logos

When a marketer asks, "how useful is this brand element for line extensions?" which of the criteria for choosing brand elements are they assessing?

Transferability

Lara is working as a brand manager and is assessing their IMC program for the proportion of the audience reached by each communication option, as well as how much overlap exists among communication options. What is she looking for?

Coverage.

According to Sarkar and Keller's model, an organization that has low internal impact and high external impact is engaging in _______.

Brand hijacking

Max and Mindy are looking to buy a new vacuum cleaner. Before the digital age they would likely have driven to the nearest Canadian Tire and looked at different options. Now, their consumer journey has changed in line with the digital age. Their consumer journey most likely resembles which of the following?

They look at online reviews --> these trigger ads from different vacuum cleaner manufacturers --> they buy from one of these ads

Consumers now regularly communicate with one another, as well as with a brand. What type of channel is this?

Many-to-many

Which of the following is NOT a key digital era trend mentioned in the textbook?

Increase in control over the brand message

What are the three types of channels available to a digital marketer?

Paid, owned, earned

What is the key difference between content marketing and traditional marketing?

Consumers usually want to read/watch/listen/etc. to the content that is part of a content marketing strategy as it is designed to interest and engage them.

Which of the following are ethical issues in business related to technology?

A) Resume Screening Bias

B) Data Collection Concerns

C) Surveillance Concerns

D) None of the above

A B C

A music application is able to create a playlist based on the user's listening habits. According to the human-AI interface framework which of the following AI capabilities does this relate to?

Predicting

When creating Optimus, the humanoid robot, Tesla decided not to make its face look too realistic as people may feel a sense of unease when seeing robots that are highly realistic. What is this called?

Uncanny valley

Tesla announced that its humanoid robot, Optimus, would be able to bake, serve drinks and have conversations. According to the human-AI interface framework which of the following AI capabilities would this robot have (you can select multiple)?

A) Listening

B) Predicting

C) Producing

D) Interacting

B C D

It is possible that those who consider themselves the best drivers would be less likely to purchase and use a self-driving car. According to the human-AI interface framework what step are such consumers unwilling to experience?

trust

Which of the following is NOT a step in developing a brand architecture strategy?

Step 4: Removing poor performing brands

A brand extension in which the new product carries both the parent brand name and a new name is called...

Sub-brands

If the corporate brand is applied to a range of products, then it functions as a _______ too

family brand

Which of the following is NOT an advantage of brand extensions?

Reduce consumer confidence in the brand

New product introductions within existing categories are known as...

Line extensions

A firm is deciding whether to use a branded house strategy or a house of brands strategy. Which of the following would support their use of a house of brands strategy?

The firm is targeting three consumer markets that are very different from one another.

When considering brand extensions, which of the following scenarios best illustrates a perception of fit between the parent brand and the extension product?

A well-known toothpaste brand launches a new line of toothbrushes to complement its existing products.

Which of the following is an example of a brand extension where non-product-related attributes contribute to the perceived fit?

A high-end fashion brand known for luxury and elegance launches a line of premium fragrances.

Despite dwindling sales, some brands are retained due to their sustainability without any kind of marketing. They are called....

Cash cow

The more time people spend 'living' in a media world, the more likely they are to believe the social reality portrayed in media. What are some of the things that consumers who spend more time on social media may overestimate?

A) How many friends people have

B) How much fun other people have

C) How wealthy people are

D) How attractive people are

All of the above

When insufficient consumers are attracted to a brand it is called a ....

market failure

For brands. globalization is often a balance between ....

standardization and customization