Brand Management 11. An effective advertising campaign:
Revolves around a strong single idea Should appeal to self interest of customer Must not wander off All of the given options View answer Correct answer: (D)
12. Brand assets include:
The name of the brand Reputation, relevance, and loyalty Less quality complaints All of the given options View answer Correct answer: (B)
13. Brand picture is based on which one of the following?
Brand value Brand mission Brand vision Brand image View answer Correct answer: (D)
14. Delivery services offered by restaurants and other food chains in our market on phone calls are examples of:
Sales promotion Direct marketing Publicity Personal selling View answer Correct answer: (B)
15. Duration of _________ should be short and should not be repeated too often.
Sales promos Market promos Brand promos Product promos View answer Correct answer: (A)
16. If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand power, you again are in a position to charge a _________.
Premium price Skimming price Market based price Retail price View answer Correct answer: (A)
17. Marketers need to position their brands clearly in target customers' minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of whichof the following?
Desirable benefit Good packaging Strong beliefs and values Service inseparability View answer Correct answer: (C)
18. Mostly, the major source of power throughout the distribution channel is:
The company The brand The distributor The customer View answer Correct answer: (B)
19. PIA runs a series of television commercials that show its staff going out of their way to help customers. An important secondary audience for these ads is:
The civil aviation authority Competitors PIA employees All air travelers View answer Correct answer: (C)
20. The brand stature construct is equivalent to:
Esteem multiplied by knowledge Differentiation multiplied by knowledge Knowledge multiplied by relevance Esteem multiplied by differentiation View answer Correct answer: (A)