Question 1

All of the following are types of intellectual property except _____.

Accepted Answer

A)  patents 
B)  playbills 
C)  copyrights 
D)  trademarks 
E)  None of these are correct. 
A)  patents 
B)  playbills 
C)  copyrights 
D)  trademarks 
E)  None of these are correct. B

Question 2

Innovations that are compatible with a person's existing situation require more effort to incorporate into one's consumption lifestyle.

Accepted Answer

A) True 
 B)False  False

Question 3

Brand associations including signs,marks,colors,smells,and sounds are part of a brand's _____.

Accepted Answer

A)  trademark 
B)  copyright 
C)  trade dress 
D)  slogan 
E)  packaging 
A)  trademark 
B)  copyright 
C)  trade dress 
D)  slogan 
E)  packaging C

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

Accepted Answer

A) True 
 B)False

Question 6

A good brand name should be similar to its major competitor's brand name.

Accepted Answer

A) True 
 B)False

Question 7

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

Accepted Answer

A)  consonants 
B)  front vowels 
C)  back vowels 
D)  short vowels 
E)  long vowels 
A)  consonants 
B)  front vowels 
C)  back vowels 
D)  short vowels 
E)  long vowels

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Research has demonstrated that brand names that include back vowels (versus front vowels)convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

Accepted Answer

A) True 
 B)False

Question 10

The four variables that influence the awareness class include free samples,coupons,advertising,and price.

Accepted Answer

A) True 
 B)False

Question 11

A variable that does NOT influence the awareness class includes _____.

Accepted Answer

A)  distribution 
B)  advertising 
C)  price 
D)  coupons 
E)  free samples 
A)  distribution 
B)  advertising 
C)  price 
D)  coupons 
E)  free samples

Question 12

Kellogg lost the exclusive rights to their cereal name,Shredded Wheat,because the name was used to refer to all cereal made of shredded wheat.This is called _____.

Accepted Answer

A)  genericness 
B)  resonance 
C)  counterfeiting 
D)  brand awareness 
E)  disparagement 
A)  genericness 
B)  resonance 
C)  counterfeiting 
D)  brand awareness 
E)  disparagement

Question 13

A good logo should _____.

Accepted Answer

A)  be very simple 
B)  be very complex 
C)  be recognized easily 
D)  convey different meanings to the various target members 
E)  All of these are correct. 
A)  be very simple 
B)  be very complex 
C)  be recognized easily 
D)  convey different meanings to the various target members 
E)  All of these are correct.

Question 14

Relative advantage is a function of consumer perception and whether a product is better by objective standards.

Accepted Answer

A) True 
 B)False

Question 15

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 16

A good brand name will help consumers to identify who your competitors are.

Accepted Answer

A) True 
 B)False

Question 17

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

Accepted Answer

A) True 
 B)False

Question 18

One purpose of the package is to break through competitive clutter at the point of purchase.

Accepted Answer

A) True 
 B)False

Question 19

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

Accepted Answer

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

Question 20

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

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

All of the following are types of intellectual property except _____.

Innovations that are compatible with a person's existing situation require more effort to incorporate into one's consumption lifestyle.

Brand associations including signs,marks,colors,smells,and sounds are part of a brand's _____.

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

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

A good brand name should be similar to its major competitor's brand name.

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

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

Research has demonstrated that brand names that include back vowels (versus front vowels)convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

The four variables that influence the awareness class include free samples,coupons,advertising,and price.

A variable that does NOT influence the awareness class includes _____.

Kellogg lost the exclusive rights to their cereal name,Shredded Wheat,because the name was used to refer to all cereal made of shredded wheat.This is called _____.

A good logo should _____.

Relative advantage is a function of consumer perception and whether a product is better by objective standards.

Relative advantage is a function of _____.

A good brand name will help consumers to identify who your competitors are.

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

One purpose of the package is to break through competitive clutter at the point of purchase.

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

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

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

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

Filters