Question 1

People learn cultural values,form beliefs,and become familiar with the physical manifestations,or artifacts,of these values and beliefs through _____.

Accepted Answer

A)  marcom 
B)  media exposure 
C)  socialization 
D)  brand awareness 
E)  active synthesis 
A)  marcom 
B)  media exposure 
C)  socialization 
D)  brand awareness 
E)  active synthesis C

Question 2

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

Accepted Answer

A)  sincerity 
B)  excitement 
C)  competence 
D)  sophistication 
E)  ruggedness 
A)  sincerity 
B)  excitement 
C)  competence 
D)  sophistication 
E)  ruggedness A

Question 3

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods.

Accepted Answer

A) True 
 B)False  True

Question 4

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

Accepted Answer

A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  shotgun approach 
E)  cast-a-wide-net approach 
A)  speak-for-itself approach 
B)  message-driven approach 
C)  leveraging approach 
D)  shotgun approach 
E)  cast-a-wide-net approach

Question 5

Specific measures that are used to judge marcom effectiveness are also called _____.

Accepted Answer

A)  variables 
B)  metrics 
C)  coefficients 
D)  models 
E)  variances 
A)  variables 
B)  metrics 
C)  coefficients 
D)  models 
E)  variances

Question 6

As a brand's equity increases,its elasticity of demand _____.

Accepted Answer

A)  becomes less elastic 
B)  becomes more elastic 
C)  becomes less inelastic 
D)  remains constant 
E)  increases 
A)  becomes less elastic 
B)  becomes more elastic 
C)  becomes less inelastic 
D)  remains constant 
E)  increases

Question 7

The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.

Accepted Answer

A)  return on marketing investment (ROMI) 
B)  return on customer investment (ROCI) 
C)  return on equity investment (ROEI) 
D)  return on brand investment (ROBI) 
E)  return on sales investment (ROSI) 
A)  return on marketing investment (ROMI) 
B)  return on customer investment (ROCI) 
C)  return on equity investment (ROEI) 
D)  return on brand investment (ROBI) 
E)  return on sales investment (ROSI)

Question 8

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.

Accepted Answer

A) True 
 B)False

Question 9

Maria is asked by a market researcher to list all the brands of toothpaste she can think of.Which type of awareness is this assessing?

Accepted Answer

A)  recall 
B)  recognition 
C)  positive awareness 
D)  free-association awareness 
E)  aided recognition 
A)  recall 
B)  recognition 
C)  positive awareness 
D)  free-association awareness 
E)  aided recognition

Question 10

Research has identified _____ dimensions that seem to capture the personalities of a variety of consumer brands.

Accepted Answer

A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight 
A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight

Question 11

What is the most complicated problem of all when assessing marcom performance?

Accepted Answer

A)  How much data is necessary? 
B)  How much relative effect does each program element have compared to the effects of other elements? 
C)  How does one assess reliability and validity? 
D)  How can a researcher be sure that the data are appropriate for the metric being assessed? 
E)  How does one account for sampling and measurement errors? 
A)  How much data is necessary? 
B)  How much relative effect does each program element have compared to the effects of other elements? 
C)  How does one assess reliability and validity? 
D)  How can a researcher be sure that the data are appropriate for the metric being assessed? 
E)  How does one account for sampling and measurement errors?

Question 12

Which of the following is NOT a reason for the difficulty in measuring marcom effectiveness?

Accepted Answer

A)  lack of ability by marcom practitioners 
B)  obstacles in identifying an appropriate measure, or metric, of effectiveness 
C)  complications with getting people throughout the organization to agree that a particular measure is the most appropriate 
D)  snags with gathering accurate data to assess effectiveness 
E)  problems with determining the exact effect that specific marcom elements have on the measure that has been selected to indicate effectiveness 
A)  lack of ability by marcom practitioners 
B)  obstacles in identifying an appropriate measure, or metric, of effectiveness 
C)  complications with getting people throughout the organization to agree that a particular measure is the most appropriate 
D)  snags with gathering accurate data to assess effectiveness 
E)  problems with determining the exact effect that specific marcom elements have on the measure that has been selected to indicate effectiveness

Question 13

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

Accepted Answer

A)  Sincerity 
B)  Excitement 
C)  Competence 
D)  Sophistication 
E)  Ruggedness. 
A)  Sincerity 
B)  Excitement 
C)  Competence 
D)  Sophistication 
E)  Ruggedness.

Question 14

Discuss the reasons accounting for the difficulty in measuring marcom effectiveness.

Accepted Answer

Several reasons account for the difficul

Question 15

To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.

Accepted Answer

A) True 
 B)False

Question 16

Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.

Accepted Answer

A) True 
 B)False

Question 17

Brand equity occurs when the consumer considers two competing brands to be similar.

Accepted Answer

A) True 
 B)False

Question 18

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

Accepted Answer

A)  quality and personality 
B)  awareness and image 
C)  familiarity and quality 
D)  image and quality 
E)  image and preference 
A)  quality and personality 
B)  awareness and image 
C)  familiarity and quality 
D)  image and quality 
E)  image and preference

Question 19

Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.

Accepted Answer

A) True 
 B)False

Question 20

Marketing-mix modeling typically employs which statistical technique to estimate the effects that the various marcom elements have in driving sales volume?

Accepted Answer

A)  cluster analysis 
B)  structural equation modeling 
C)  multivariate regression analysis 
D)  ANOVA 
E)  MANOVA 
A)  cluster analysis 
B)  structural equation modeling 
C)  multivariate regression analysis 
D)  ANOVA 
E)  MANOVA

Exam 2: Enhancing Brand Equity and Accountability

People learn cultural values,form beliefs,and become familiar with the physical manifestations,or artifacts,of these values and beliefs through _____.

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods.

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

Specific measures that are used to judge marcom effectiveness are also called _____.

As a brand's equity increases,its elasticity of demand _____.

The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.

Maria is asked by a market researcher to list all the brands of toothpaste she can think of.Which type of awareness is this assessing?

Research has identified _____ dimensions that seem to capture the personalities of a variety of consumer brands.

What is the most complicated problem of all when assessing marcom performance?

Which of the following is NOT a reason for the difficulty in measuring marcom effectiveness?

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

Discuss the reasons accounting for the difficulty in measuring marcom effectiveness.

To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.

Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.

Brand equity occurs when the consumer considers two competing brands to be similar.

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.

Marketing-mix modeling typically employs which statistical technique to estimate the effects that the various marcom elements have in driving sales volume?

An Overview of Integrated Marketing Communications

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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