Exam 2: Brand Communication

What are the typical communication goals in a product launch?

Most advertising dollars are spent on ________ markets.

A consumer's ability to gauge the value of a product is referred to as the ________.

How are the product,price,and place elements of the marketing mix involved in contributing communication effects in the marketing mix?

What is the difference between a supply chain and a distribution chain?

How do marketing managers use ROI?

Synergy is created when the components of integrated marketing communication have more impact as a whole than they would individually.

Which element of the marketing mix includes distribution channels and market coverage?

A company that uses an established brand name with a related line of products is using a(n)________.

Institutional markets consist of people who buy products and services for personal use.

An IMC program is more complex than a traditional advertising plan.

Resellers in a channel market are also known as ________.

Brand equity measures the financial value the brand contributes to the company.

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

Which of the following adds primarily psychological value to a product?

Refer to the passage below to answer the following questions. Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price. To change this, Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products. -Which key concept in marketing is illustrated by Gore-Tex's desire to create a special meaning for it,and how can advertising help accomplish this?

In which type of personal selling does a sales clerk provide assistance for customers at a store?

Refer to the following passage to answer the questions below. Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -Which promotion strategy is J&J pursuing?

Which of the following is an advantage offered by co-branding?

A car manufacturer buys tires from a tire manufacturer.These manufacturers are part of the institutional market.