Deck 6: Imc and Branding ; The Imc Client-Agency Relationship

Question 1

'Arranged Marriages' are a type consumer/brand relationship typology where the brand is imposed by a third party.

Answer 1

True

Question 2

A 'brand' could be described as

A) product
B) personality
C) price
D) promotion

Answer 2

B

Question 3

Mars chocolate drinks are an example of a

A) brand take-over
B) brand extension
C) brand stretching
D) brand rejuvenation

Answer 3

B

Question 4

Which of the following is not considered a constituent of brand equity?

A) size of market share
B) stability of market share
C) rights of ownership
D) strategic flexibility

Question 5

If 'Dairy Milk' is Kraft's bastion brand, then what would 'Whole Nut' be?

A) prestige brand
B) flanker brand
C) fighter brand
D) emerging brand

Question 6

In a client-side management role, a Category Manager is … a Product Manager.

A) lower than
B) higher than
C) equal to

Question 7

Who of the following is not usually involved in the day to day running of client accounts?

A) Account Director
B) Account Manager
C) Account Executive
D) Media Buyer

Question 8

Which of the following is not normally part of a 'pitch'?

A) a detailed breakdown of media vehicles
B) a breakdown of the budget
C) a strategy for the campaign evaluation
D) an introduction to the agency

Question 9

Agency compensation today is mostly based upon

A) 15% commission
B) outcome based incentives
C) hourly rates
D) weekly rates