Question 1

A U.S.copyright is usually granted for the life of the author plus how many years?

Accepted Answer

A)  20 years 
B)  50 years 
C)  70 years 
D)  100 years 
E)  forever 
A)  20 years 
B)  50 years 
C)  70 years 
D)  100 years 
E)  forever C

Question 2

The trial experience can reduce the consumer's risk of being dissatisfied with a product after having permanently committed to it through an outright purchase.

Accepted Answer

A) True 
 B)False  True

Question 3

Suppose that the Wave Runner marina,a retailer of recreational water gear,allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one.This innovative product might now be adopted more quickly because of an increase in _____.

Accepted Answer

A)  observability 
B)  trialability 
C)  relative advantage 
D)  complexity 
E)  compatibility 
A)  observability 
B)  trialability 
C)  relative advantage 
D)  complexity 
E)  compatibility B

Question 4

An innovation's degree of perceived difficulty is referred to as _____.

Accepted Answer

A)  compatibility 
B)  relative advantage 
C)  complexity 
D)  trialability 
E)  observability 
A)  compatibility 
B)  relative advantage 
C)  complexity 
D)  trialability 
E)  observability

Question 5

Brand names can influence consumers' perceptions and attitudes.

Accepted Answer

A) True 
 B)False

Question 6

Explain the role of the fair use doctrine in copyright protection.

Accepted Answer

The fair use doctrine is part of the Cop

Question 7

Logos with abstract designs were found to produce more favorable consumer responses than those with natural designs.

Accepted Answer

A) True 
 B)False

Question 8

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

Accepted Answer

A) True 
 B)False

Question 9

A brand logo is a graphic design element of a brand.

Accepted Answer

A) True 
 B)False

Question 10

Compatibility refers to an innovation's degree of perceived difficulty.

Accepted Answer

A) True 
 B)False

Question 11

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

Accepted Answer

A)  public relations 
B)  sales promotion 
C)  personal selling 
D)  word-of-mouth communication 
E)  on-line advertising 
A)  public relations 
B)  sales promotion 
C)  personal selling 
D)  word-of-mouth communication 
E)  on-line advertising

Question 12

A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.

Accepted Answer

A) True 
 B)False

Question 13

A good brand name should _____.

Accepted Answer

A)  distinguish the brand from competitive offerings 
B)  facilitate recall of brand attributes and benefits 
C)  achieve compatibility with a brand's desired image 
D)  be memorable and easy to pronounce 
E)  All of these are correct. 
A)  distinguish the brand from competitive offerings 
B)  facilitate recall of brand attributes and benefits 
C)  achieve compatibility with a brand's desired image 
D)  be memorable and easy to pronounce 
E)  All of these are correct.

Question 14

Distribution is one of the variables that influences the awareness class.

Accepted Answer

A) True 
 B)False

Question 15

A song scored on sheet music can receive protection with a _____.

Accepted Answer

A)  patent 
B)  copyright 
C)  trademark 
D)  tradedress 
E)  design mark 
A)  patent 
B)  copyright 
C)  trademark 
D)  tradedress 
E)  design mark

Question 16

What are the five brand-related characteristics that undergird consumers' attitudes toward new brands? Taking the five characteristics into consideration,explain how marketers can increase the likelihood that consumers will adopt innovative products.

Accepted Answer

The brand-related characteristics that i

Question 17

Select any consumer product.Explain the best way to promote the product for the awareness class,trier class,and repeater class.

Accepted Answer

Students can select any consumer product

Question 18

The last step in the brand naming process is to register a trademark.

Accepted Answer

A) True 
 B)False

Question 19

The brand adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

Accepted Answer

A) True 
 B)False

Question 20

According to the ______ doctrine,the use of copyrighted work for the purpose of criticism is not an infringement of a copyright.

Accepted Answer

A)  fair use 
B)  utility 
C)  plant 
D)  trademark 
E)  trade dress 
A)  fair use 
B)  utility 
C)  plant 
D)  trademark 
E)  trade dress

Exam 3: Brand Adoption, Brand Naming and Intellectual Property Issues

A U.S.copyright is usually granted for the life of the author plus how many years?

The trial experience can reduce the consumer's risk of being dissatisfied with a product after having permanently committed to it through an outright purchase.

Suppose that the Wave Runner marina,a retailer of recreational water gear,allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one.This innovative product might now be adopted more quickly because of an increase in _____.

An innovation's degree of perceived difficulty is referred to as _____.

Brand names can influence consumers' perceptions and attitudes.

Explain the role of the fair use doctrine in copyright protection.

Logos with abstract designs were found to produce more favorable consumer responses than those with natural designs.

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

A brand logo is a graphic design element of a brand.

Compatibility refers to an innovation's degree of perceived difficulty.

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.

A good brand name should _____.

Distribution is one of the variables that influences the awareness class.

A song scored on sheet music can receive protection with a _____.

What are the five brand-related characteristics that undergird consumers' attitudes toward new brands? Taking the five characteristics into consideration,explain how marketers can increase the likelihood that consumers will adopt innovative products.

Select any consumer product.Explain the best way to promote the product for the awareness class,trier class,and repeater class.

The last step in the brand naming process is to register a trademark.

The brand adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

According to the ______ doctrine,the use of copyrighted work for the purpose of criticism is not an infringement of a copyright.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters