Deck 12: Branding and Consumption

Question 1

Consumer empowerment is typically based on:

A)Choice without consequences
B)Public debate
C)Rational judgment
D)All of the above

Answer 1

A

Question 2

Which of the following is an example of "murketing"?

A)Targeting multiple demographics at once through broad appeal
B)Showing the same commercial more than once during one commercial break
C)Using multiple media - television,radio,and internet - to advertise the product
D)Creating a fake documentary in which characters use the product

Answer 2

D

Question 3

Iams is a popular pet food company founded in 1946.More recently they have begun to sell pet insurance.This is an example of:

A)Brand diversity
B)Brand extension
C)Brand variability
D)Product placement

Answer 3

B

Question 4

Brand researchers spend many hours observing people as they walk around stores in order to find out how they interact with products.This method of research is called:

A)Cultural analysis
B)Ethnography
C)Heuristic inquiry
D)Reality testing

Question 5

Companies strive to understand their customers,anticipating their buying behavior so that they can sell them the products or services they want in just the way they want it.At the heart of this approach is the notion of the:

A)Discourse of democracy
B)Entrepreneurial self
C)Identity construction
D)Sovereign consumer

Question 6

Which of the following is characteristic of what Rob Walker describes as the "click" phenomenon?

A)Consumers identify themselves with their brand choices
B)Consumers are more likely to interact with a brand via the internet
C)Consumers are no longer captive audiences in the way they once were
D)An angry consumer may publically condemn a product or brand

Question 7

The relationship between cultural expression and commercial expression is blurred in which of the following scenarios?

A)Purchasing a "RED" product to help fight AIDS in Africa
B)Buying the "right" brand of clothing
C)Choosing a Mac over a PC
D)All of the above

Question 8

Early advertising highlighted the uniqueness of a product and was based on a formula that included all of the following claims,except:

A)This product is better because it contains X ingredient that will make it work more effectively.
B)This product is environmentally friendly so using it identifies you as a good citizen.
C)If you use the product you (or your home or your food)will be much better or more desirable.
D)Using this product will leave you more time to be even better for your family.

Question 9

The concept of the "sovereign worker" is most closely tied to which of the following ideas?

A)Worker unity
B)Emotional branding
C)Work-life separation
D)The entrepreneurial self

Question 10

In which of the following examples is branding being used ethically?

A)An organization uses its brand to construct a relationship with its various stakeholders.
B)A soda company produces an advertisement that shows two people overcoming a conflict as a result of sharing a drink.
C)A manufacturing company launches a campaign to show its environmental responsibility while dumping chemical waste products in local rivers
D)A company markets expensive items to lower income consumers to make them feel better about themselves

Question 11

The 21st century conception of "the marketplace" is a space where:

A)The experience of shopping and consumption is branded
B)The free exchange of both goods and ideas occurs
C)People congregate to get together with friends and debate issues of the day
D)People protest injustice

Question 12

Advertisers and brand managers target children because children can be influential in household buying decisions through the:

A)Guilt response
B)Nag factor
C)Pester problem
D)Persistence principle

Question 13

The advertising firm hired by DeBeers to preserve the value of diamonds recommended each of the following,except:

A)Giving diamonds to public personalities
B)Positioning DeBeers as an organization people would want to do business with
C)Using the phrase "A diamond is forever" to construct diamonds as family treasures and keepsakes
D)Writing scenes of men buying engagement rings into movie scripts

Question 14

It is important to understand branding primarily in order to:

A)Identify the unique selling proposition of a product.
B)Identify best practices for promoting ourselves as we engage in the discourse of enterprise.
C)Become immune to the siren call of advertising messages.
D)Be more reflective about our relationship to a world of images,symbols,and meanings mediated by corporate interests.

Question 15

Which of the following is an example of people being branded?

A)Shoppers at a large outdoor mall are subjected to a faked,carefully crafted environment.
B)People think of themselves primarily as consumers rather than citizens.
C)Paris Hilton is "famous for being famous."
D)Companies such as Burt's Bees maintain facebook pages similar to your childhood friend's,with photos,"Likes," and status updates.

Question 16

Which of the following organizations engage in branding?

A)The Coca-Cola Company
B)Amnesty International
C)The University of North Carolina at Chapel Hill
D)All of the above

Question 17

In Mastercard advertisements,people have "priceless" experiences enabled by Mastercard.This is an example of:

A)A unique selling proposition
B)Brand extension
C)Emotional branding
D)The nag factor

Question 18

For about the first 100 years of modern advertising the very notion of the brand was intimately connected with:

A)Automobiles
B)Perishable household items
C)Tools
D)Furnishings

Question 19

Mountain Dew ads imply that drinking Mountain Dew will open up a world of excitement where you can do ("dew")anything.The constructed meaning associated with this brand is an example of the:

A)Homonym effect
B)Floating signifier effect
C)Target market premise
D)Feel-good premise

Question 20

In the second half of the 19th century,branding was:

A)Used to develop customer loyalty
B)A way to expand the market by creating in people new needs and desires
C)A way to distinguish one product from another
D)All of the above

Question 21

___________________ provides the means for connecting products to the consumer in an emotionally profound way.

Question 22

Corporations often target children and attempt to bypass the influence of parents.

Question 23

In the early days of branding,the man of the house,as the primary breadwinner,was the target consumer for branded goods.

Question 24

The use of field research by marketers to investigate how consumers interact with brands in the course of their everyday lives is called ____________________________.

Question 25

__________ is a primarily communicative process that involves the efforts of corporations to shape human identity and influence the cultural and social landscape in order to sell consumer products.

Question 26

The goal of branding is to get us to respond in emotional rather than rational ways to products.

Question 27

The idea of the ______________ consumer has led to increasingly fast-moving,adaptive,decentralized organizational forms.

Question 28

Consumers are active participants in the meaning creation process of brands.

Question 29

_________________ is a strategy that attempts to integrate brands into the expression of individual identities by blurring the distinction between marketing and everyday life and popular culture.

Question 30

Today's companies view the brand as an active participant in an ongoing dialogue with the consumer.

Question 31

Branding is intrinsically unethical.

Question 32

Branding in today's society is based on the transmission model of communication.

Question 33

Literally any meaning or quality can be attached to any object,product,company,or person through the _______________________.

Question 34

Consumption is empowering.

Question 35

Advertising for household products today uses the same general formula developed nearly 100 years ago.

Question 36

In the (post)modern corporation,everyone must adopt and cultivate a(n)________________ in which work and nonwork selves become increasingly interrelated and work becomes a constant performance of a carefully nurtured professional identity that visibly contributes to the company's bottom line.

Question 37

When consumers purchase a particular brand they are engaging in an act of identity construction.

Question 38

Companies advertise to children and rely on the _______________________ in which parents are susceptible to kids' pestering for purchasing.

Question 39

Companies developed a brand formula that highlighted what the advertising industry referred to as the USP,or ______________________,of a product.

Question 40

____________________ is the process of leveraging the meanings and emotions associated with a particular company to a variety of different products that don't necessarily have any relationship with each other.