Deck 3: Brand Planning and the Advertising Spiral

Question 1

What is replacing traditional models of advertising and consumer communication?

A)value-based pricing strategies
B)increasing use of cash incentives, coupons, and premiums
C)using integrated marketing communications tools in a single strategy
D)habitual purchasing patterns by consumers
E)frequent one-way communications through digital media

Answer 1

B

Question 2

Ways that early manufacturers used to differentiate their products from their competitors' included:

A)precise quality control techniques.
B)advertising to put out news about the products.
C)obtaining patents to protect exclusivity.
D)best deals to wholesalers so their products were distributed.
E)incentives to media to publicize their products.

Answer 2

D

Question 3

A product is ________ while a brand is ________.

A)tangible; ephemeral
B)manufactured; created
C)valuable; value-full
D)unchanging; static
E)communicate; understood

Answer 3

B

Question 4

Mike Martin, speaking about APPS, said:

A)APPs should trump ideas.
B)ideas should never trump APPS.
C)communications technology is overrated.
D)APPS should never trump ideas.
E)the next big advertising breakthrough will come the world of ideas.

Question 5

Advertisers and their agencies are likely to agree that:

A)a brand is an organization's most valuable asset.
B)a brand is an organization's most overvalued asset.
C)a brand is an organizational liability.
D)a brand is an organization's measure of intelligent management of personnel.
E)a brand is relatively unimportant to most firms.

Question 6

Which of the following is NOT a measure of the strength of a brand's equity?

A)brand consequence
B)market share
C)brand sensitivity
D)image attributes
E)brand loyalty

Question 7

The name given to the process of coordinating messages throughout a number of touch points, building brand equity, and building better marketing strategies for products.

A)unified brand management (UBF)
B)integral market branding (IMB)
C)blended marketing communication (BMC)
D)product awareness process (PAP)
E)integrated marketing communication (IMC)

Question 8

According to Young & Rubicam, which of the following is NOT a primary consumer perception upon which brands are built?

A)power
B)differentiation
C)knowledge
D)relevance
E)esteem

Question 9

Brad Majors says that this part of the marketing mix is the communications aspect of the other four P's.

A)product
B)place
C)price
D)promotion
E)placement

Question 10

Which is NOT a logical step to take when attempting to gain an understanding of the marketing situation and a brand's equity?

A)brand equity research
B)brand equity audit analysis
C)market textual analysis
D)strategic options and recommendations
E)creative brief

Question 11

According to Howard, Merrell & Partners, branding is:

A)an advertising decision.
B)strategically unimportant.
C)a financial decision.
D)middle management focus.
E)product leverage.

Question 12

In the seven-step planning cycle used to create strategic advertising designed by Avrett, Free, and Ginsberg, what advertising discipline is employed?

A)media planning
B)account planning
C)SWOT analysis
D)prospect definition
E)audience analysis

Question 13

Young & Rubicam views a brand's stature has a combination of which of the following factors?

A)esteem and knowledge
B)differentiation and relevance
C)knowledge and relevance
D)familiarity and esteem
E)familiarity and differentiation

Question 14

A brand equity audit analysis determines all but which of the following?

A)market context
B)brand equity strengths and weaknesses
C)marketing objectives
D)brand equity descriptions
E)competitive strategies and tactics

Question 15

According to Scott Bedbury, former VP of marketing at Starbucks Coffee, a great brand would NOT:

A)keep a sharp focus on the short run.
B)tap into emotions.
C)tell a complete and final story.
D)really know itself, so it does the unexpected.
E)be relevant.

Question 16

A major change in the brand environment today stems from the influence of:

A)traditional media.
B)consumers.
C)the profit squeeze.
D)the intelligence of shareowners.
E)digital communications.

Question 17

Brand equity can be increased by using:

A)integrated brand image.
B)integral brand management.
C)integrated marketing communications.
D)integrated brand cohesion.
E)internal marketing connections.

Question 18

The building blocks that generate a brand's value are:

A)image, money, and trust.
B)image, trust, continuity.
C)trust, image, and familiarity.
D)trust, familiarity, and continuity.
E)continuity, familiarity, and positioning.

Question 19

The Brand Asset Valuator created by Young & Rubicam evaluates weaknesses and strengths of a brand according to which of the following factors?

A)tangibility and intangibility
B)market share and life cycle stages
C)vitality and stature
D)emotions and cognition
E)recognition and relevance

Question 20

Above all else, branding has been historically, and still is today, all about:

A)telling a story.
B)making connections selling a product.
C)manipulating perceptions.
D)selling a product.
E)promoting value.

Question 21

What are the failure rates of new brands entering an existing category and those undergoing brand extensions?

A)25% and 52%
B)30% and 64%
C)40% and 72%
D)50% and 84%
E)60% and 92%

Question 22

The stages in the life-cycle model as it relates to advertising include:

A)pioneering, strategic, and dismiss.
B)pioneering, competitive, and retentive.
C)pioneering, competitive, and demise.
D)pioneering, planned, and decline.
E)pioneering, maturity, and decline.

Question 23

A purpose in the pioneering stage of a product's life cycle is:

A)to remind consumers about the product or service.
B)to educate consumers about the new product or service.
C)to show people the want they that did not appreciate before and that the advertised product fulfills that want.
D)to show that the competitor's product actually is incapable of meeting a need that already has been recognized and could have been fulfilled before.
E)to convince consumers that the new product or service is far less expensive than the competitor's.

Question 24

The advertising spiral but NOT the life cycle model:

A)ignores the fact that a product nearing the end of the life cycle must decline.
B)ensures lifelong profitability for the manufacturer.
C)demands quantitative value measurements.
D)ignores the unimportant role the consumer plays in shaping advertising strategy.
E)ignores cycles within the overall life cycle.

Question 25

To determine when a product reaches a particular stage(s)in a given market at a given time, and what the thrust of the advertising message should be, you can utilize the:

A)advertising spiral.
B)life cycle.
C)product feature grid.
D)strategy spiral.
E)SWOT analysis.

Question 26

An advertiser's main goal in the retentive stage is to:

A)maintain market share.
B)encourage consumer trial of other products.
C)reintroduce innovative competitive advertising.
D)earn back all the expenditure made.
E)phase out the product in order to put all the resources into a new one.

Question 27

Prior to making a brand's strategic plan to create advertising for a product, which of the following is of significant importance?

A)the competitor's product
B)the firm's product
C)the consumer's wants and needs
D)the marketing objectives
E)the budget

Question 28

For products in the retentive stage, what question must management answer?

A)Can the product be significantly improved so that it overwhelms its category?
B)Can we extend the product line?
C)Can the product be introduced in new markets without any additional advertising expense?
D)Can advertising be increased to lengthen the stage?
E)Can we immediately stop production?

Question 29

Which of the following strategies might a manufacturer choose when a product has nearly reached the end of the retentive stage?

A)increase the amount of reminder advertising to lengthen the stage
B)initiate comparative advertising to drive the product back into the competitive stage
C)maintain current advertising expenditures and support until the product becomes unprofitable
D)expand the market into a newer pioneering stage
E)reinforce the current uses of the products to existing customers through advertising

Question 30

Advertising in the retentive stage includes:

A)wordy headlines and long copy.
B)large body copy to educate the consumer on product benefits.
C)direct comparisons with competitor's products.
D)poster-like dominant illustration of the product.
E)an emphasis on the products ability to meet unrecognized needs.

Question 31

In the competitive stage, a pioneer of a newly accepted product usually:

A)faces diminishing growth in the product category.
B)has established an advantage of leadership that can give dominance in the market.
C)has not established the brand in the consumer's mind.
D)must cut back on advertising expenditures to remain competitive.
E)is a brand extension that may work.

Question 32

Which of the following pertain to phenomena in the pioneering stage?

A)In 2008, almost 60,000 products filled a typical supermarket.
B)In 2008, Procter & Gamble alone introduced about 250 new products.
C)In 2008, nearly 48,000 products filled a typical supermarket.
D)In 2008, nearly 500 new products, variations or size were launched.
E)In 2008, nearly a quarter of all products that filled those shelves were replaced a year later.

Question 33

If a manufacturer determines that a product has outlived its effective market, the product lifecycle model would suggest:

A)immediately pulling the product from the market.
B)invigorating the advertising.
C)quit advertising and other types of promotional support.
D)increasing promotional efforts.
E)shifting the marketing channel to end lot outlets.

Question 34

Which of the following strategies might a manufacturer choose when a product has nearly reached the end of the retentive stage?

A)increase the amount of reminder advertising to lengthen the stage
B)initiate comparative advertising to drive the product back into the competitive stage
C)maintain current advertising expenditures and support until the product becomes unprofitable
D)expand the market into a newer pioneering stage
E)reinforce the current uses of the products to existing customers through advertising

Question 35

Competitive stage advertising is designed to answer what consumer question?

A)What does this product do?
B)What need does this fulfill for me?
C)Which brand shall I buy?
D)Does this brand still exist?
E)Which brand is the most popular?

Question 36

Products are at their most profitable level in the retentive stage because:

A)developmental costs are back loaded.
B)developmental costs have been amortized.
C)the highest price level can be maintained.
D)sales contacts are still being established.
E)distribution channels compete for the business.

Question 37

Which of the following statements is true regarding the advertising spiral?

A)Competitive advertising is used to expand markets.
B)Only one type of advertising is used at a time.
C)Products in the retentive stage receive the least amount of advertising.
D)The spiral deals with multiple groups of consumers at a time.
E)The development of new products and or categories happens frequently.

Question 38

A product entering the new pioneering stage in reality is in:

A)similar stages in similar markets.
B)different stages in different markets.
C)similar stages in different markets.
D)different stages in similar markets.
E)an entirely different market.

Question 39

Before you attempt to create new advertising for a product, you should use the advertising spiral to answer which of the following questions?

A)Should we cancel pioneering advertising for the newer competitive type?
B)In which stage is the product?
C)Should we cancel competitive advertising in order to retain loyal users of the product?
D)Should we ignore users of a competitive product and become even more passive in the retentive stage?
E)What portion of our advertising should be reminder?

Question 40

The general acceptance by the consumer of a new product indicates that the product is entering which stage of the life cycle?

A)maturity
B)competitive
C)pioneering
D)retentive
E)growth

Question 41

Ogilvy & Mather primarily uses "buzz" or word of mouth to transfer brand information through social networks.

Question 42

Integrated marketing communication seeks to build brand equity by communicating a single, cohesive brand message to consumers.

Question 43

The continuing discovery of new uses for aspirin has kept this product in what stage of the advertising spiral?

A)new competitive stage
B)new retentive stage
C)new pioneering stage
D)pioneering stage
E)competitive stage

Question 44

The product is the brand because like a product, a brand is manufactured.

Question 45

According to Brad Majors, the fifth P in the marketing mix is public relations.

Question 46

Because of digital technology, word of mouth is a check on whether advertisers are delivering what they promised.

Question 47

Which of the following can cause purchase behaviors to change?

A)changes in consumer's needs
B)changes in life stage
C)changes in income
D)changes in technology
E)All of the above can cause changes in purchase behaviors.

Question 48

In order to gain brand insights for planning purposes, some agencies will do a SWOT analysis.

Question 49

Scott Bedbury of Starbuck's Coffee says that brands only work for some product categories and that firms must ensure that they are in the correct category before expending funds in branding efforts.

Question 50

The advertising focus in the newer pioneering stage is:

A)to have more people buy the product.
B)to have the consumer understand what the product is all about.
C)to differentiate the product in the consumer's mind.
D)to enlist loyal customers in recruiting new customers.
E)to remind current customers why they choose the brand.

Question 51

The AFG Planning seven-step planning cycle helps develop a strategic advertising plan by using account planning at every stage.

Question 52

Mike Martin believe a real challenge today for advertising agencies is to ensure that use of new technology doesn't trump the need for concepts that build brand equity.

Question 53

Which of the following questions is NOT one of the questions your text says marketers must answer in order to succeed in branding?

A)Does the brand's imagery still speak to the average consumer?
B)Who buys the brand?
C)Why do they keep coming back?
D)What do they want from the brand?
E)Marketers should answer all of the above questions.

Question 54

The personal relationship between the brand and the consumer provides the most meaningful description of brand equity.

Question 55

Branding is ultimately a financial decision rather than an advertising decision according to Howard, Merrell & Partners of Raleigh, NC.

Question 56

The Brand Asset Valuator measures the relationship between the vitality and longevity of a brand in order to help diagnose problems and solutions.

Question 57

The brand equity audit analysis is the first step in developing an integrated marketing communication strategy plan.

Question 58

In the newer pioneering stage, techniques used to entice more people to use the product include:

A)making product innovations.
B)pruning the line.
C)increasing the advertising budget.
D)increasing the incentive for sales people.
E)changing the marketing channel.

Question 59

Technology brings areas of the globe closer but advertising is becoming more disconnected from its historical base.

Question 60

The number one factor influencing peoples' future choices for a product is:

A)price of the brand vis-à-vis store brands.
B)current quality of the brand.
C)past experiences with the brand.
D)service associated with the brand.
E)none of the above

Question 61

Until people realize they need a product or service, that service or product is in the pioneering stage.

Question 62

To expand its market, a company might have to use pioneering and competitive types of advertising simultaneously.

Question 63

In the early competitive stage, the combined impact of many competitors, each spending considerably to establish market position, tends to limit growth in the whole product category due to consumer confusion.

Question 64

According to Scott Bedbury, a brand-building expert, a great brand must be ________, which means it must meet what people want and perform the way people want it to.

Question 65

A product in the ________ stage is a product has reached its general usefulness but must communicate the product's position or differentiate it to the consumer.

Question 66

New uses for established products prompt the need for a new stage of pioneering advertising.

Question 67

The degree of acceptance a product gains with consumers determines the advertising stage of a product.

Question 68

Creative product innovation does not automatically mean increased market share as shown by Royal Crown Cola's experiences.

Question 69

The holistic approach that Ogilvy & Mather uses to build brands, called ________, uses "what is necessary from each of the disciplines...to build a brand."

Question 70

An Ernst & Young study of truly new products that created a new product category showed a 33% failure rate.

Question 71

The primary goal of advertising in the retentive stage is to replace old customers with new ones.

Question 72

________ is a key aspect of a brand equity audit analysis that looks at the consumer and the market for key clues and factors that positively or negatively affect brand equity.

Question 73

Called the ________ stage, according to the life-cycle model of advertising, it's when the necessity for a product is not recognized but needs to be established, or when the need is established but the success of the product in filling that need has to be established.

Question 74

The third stage, the ________ stage of advertising a product, occurs when its general usefulness is known widely and its particular qualities are appreciated thoroughly.

Question 75

According to the advertising spiral, products entering new pioneering stages are really in different stages in different markets. This differs from the typical product life-cycle models.

Question 76

________ refers to all the messages directed to a consumer on behalf of a brand.

Question 77

The retentive stage is the most profitable one for the product.

Question 78

AFG uses a seven-step planning cycle that helps create ________.

Question 79

Pioneering advertising must do more than simply present a product; it must implant a new custom, change habits, develop new usage, or cultivate new standards of living-it must educate.

Question 80

By encouraging people to use their products to create different foods, Egg Beaters increased sales. The technique they used is called ________ advertising, which sparks menu innovation.