Question 1

Free samples is one of the factors that influences the trier class.

Accepted Answer

A) True 
 B)False

Question 2

Which type of patent is the most frequent type in the United States?

Accepted Answer

A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark 
A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark

Question 3

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

Accepted Answer

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

Question 4

A variable that affects the trier class is _____.

Accepted Answer

A)  price 
B)  television advertising 
C)  trade shows 
D)  magazine advertising 
E)  product satisfaction 
A)  price 
B)  television advertising 
C)  trade shows 
D)  magazine advertising 
E)  product satisfaction

Question 5

A variable that influences the awareness class would include _____.

Accepted Answer

A)  free samples 
B)  price discounts 
C)  demographics 
D)  product satisfaction 
E)  All of these are correct. 
A)  free samples 
B)  price discounts 
C)  demographics 
D)  product satisfaction 
E)  All of these are correct.

Question 6

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

Accepted Answer

A)  managers' subjective judgment of the suitability of the name 
B)  consumers' awareness level 
C)  technological aspects of the product 
D)  favorability of association conjured up by the name 
E)  economic conditions that may impact the market 
A)  managers' subjective judgment of the suitability of the name 
B)  consumers' awareness level 
C)  technological aspects of the product 
D)  favorability of association conjured up by the name 
E)  economic conditions that may impact the market

Question 7

A patent for a new type of business method would fall into the design category of patents.

Accepted Answer

A) True 
 B)False

Question 8

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

Accepted Answer

A)  Legal tender 
B)  Intellectual property 
C)  Tangible property 
D)  Assets 
E)  Recoverable assets 
A)  Legal tender 
B)  Intellectual property 
C)  Tangible property 
D)  Assets 
E)  Recoverable assets

Question 9

How many types of patents exist in the United States?

Accepted Answer

A)  1 
B)  3 
C)  5 
D)  10 
E)  100 
A)  1 
B)  3 
C)  5 
D)  10 
E)  100

Question 10

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?

Accepted Answer

A)  phonemic symbolism philosophy 
B)  empty-vessel philosophy 
C)  clean-slate philosophy 
D)  suggestive philosophy 
E)  blank-slate philosophy 
A)  phonemic symbolism philosophy 
B)  empty-vessel philosophy 
C)  clean-slate philosophy 
D)  suggestive philosophy 
E)  blank-slate philosophy

Question 11

Relative advantage is positively correlated with an innovation's adoption rate.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT a step of the brand naming process?

Accepted Answer

A)  register a trademark 
B)  specify objectives for the brand name 
C)  evaluate candidate names 
D)  determine communication priorities 
E)  create candidate brand names 
A)  register a trademark 
B)  specify objectives for the brand name 
C)  evaluate candidate names 
D)  determine communication priorities 
E)  create candidate brand names

Question 13

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

Accepted Answer

A)  Objective 
B)  Subjective 
C)  Implicit 
D)  Symbolic 
E)  Suggestive 
A)  Objective 
B)  Subjective 
C)  Implicit 
D)  Symbolic 
E)  Suggestive

Question 14

The first step of the brand naming process is to create candidate brand names.

Accepted Answer

A) True 
 B)False

Question 15

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

Accepted Answer

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

Question 16

Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.

Accepted Answer

A) True 
 B)False

Question 17

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Accepted Answer

A) True 
 B)False

Question 18

Relative advantage is a function of _____.

Accepted Answer

A)  consumer perception 
B)  increased comfort 
C)  savings in time and effort 
D)  immediacy of reward 
E)  objective standards 
A)  consumer perception 
B)  increased comfort 
C)  savings in time and effort 
D)  immediacy of reward 
E)  objective standards

Question 19

VOSS water uses an unusual shape for its water bottles.It may hold a _____ patent.

Accepted Answer

A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark 
A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark

Question 20

The most frequent type of patent in the United States is the design patent.

Accepted Answer

A) True 
 B)False

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

Free samples is one of the factors that influences the trier class.

Which type of patent is the most frequent type in the United States?

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

A variable that affects the trier class is _____.

A variable that influences the awareness class would include _____.

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

A patent for a new type of business method would fall into the design category of patents.

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

How many types of patents exist in the United States?

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?

Relative advantage is positively correlated with an innovation's adoption rate.

Which of the following is NOT a step of the brand naming process?

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

The first step of the brand naming process is to create candidate brand names.

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Relative advantage is a function of _____.

VOSS water uses an unusual shape for its water bottles.It may hold a _____ patent.

The most frequent type of patent in the United States is the design patent.

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