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

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