Brand Management 91. Advertising _________ is capable to attract consumers only if it is based on their needs.
Reach Copy Frequency Media View answer 92. Advertising to todays consumers, we need to look beyond the _________ media of print, radio, and television.
traditional non - traditional social new View answer Correct answer: (A)
93. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:
Vision statements are never presented with an organization's mission statement Vision statements are often combined with the mission statement Vision statements are often designed to be memorable, one-line statements Vision statements reflect an organization's strategic intent View answer Correct answer: (A)
94. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
Line extension Multibrand Brand extension Rebranding View answer Correct answer: (C)
95. While determining levels of preferences of consumers in relation to the criterion, researchers come to know that mostly consumers give priority to the brand due to it's:
Customer service Consistent performance Price value relationship Accessibility View answer Correct answer: (B)
96. 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)
97. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n):
idea demand product. service. View answer Correct answer: (C)
98. At the center of a brand's characteristics is the following:
Identity Image Value None of the given options View answer 99. Attack the market and defend the position are the prime strategies pursued by a firm with _________ positioning.
Market challenger Market Leader Market Follower Market Nicher View answer Correct answer: (B)
100. Benefits of having different brands include all of the following except:
Quickly respond to retailers' need Effectively compete in market Save the actual brand image Fill all the gaps in market View answer Correct answer: (D)