Brand Management 81. A great effort in terms of time and money is required for _________; and despite the effort, results are not guaranteed.
Growth Profitability Branding Promotion View answer Correct answer: (A)
82. A large amount of _________ advertising is for retailers, local businesses and for promotions.
news paper magazines radio television View answer 83. A marketer need to understand that some general traits of a brand name are
Easy to recognize Easy to pronounce Easy to memorize None of the above View answer Correct answer: (D)
84. A mix of different communication tools has a better chance of achieving
Objectives Synergy Efficiency Effectiveness View answer Correct answer: (B)
85. Word "brand" is frequently used as a
customers marketing advertising metonym View answer Correct answer: (D)
86. A personal computer with features relating processor's specifications, the size of the hard disk and capacity of RAM is an example of:
Explicit promise Implicit promise Positive promise Negative promise View answer Correct answer: (A)
87. A social and managerial process by which individuals and organizations obtain what they need and want through value creation refers to which one of the following concepts?
Selling Advertising Barter Marketing View answer Correct answer: (D)
88. A sound mission and value statement must have all the attributes EXCEPT:
Memorable Pragmatic Lengthy Inspiring View answer Correct answer: (C)
89. According to Scot Davis, how many years are required to change the brand positioning?
Two to five years Three to six years Two to six years Three to five years View answer Correct answer: (D)
90. Achieving the right brand identity means creating brand _________ with customers.
Salience Resonance Awareness Loyalty View answer Correct answer: (A)