Manufacturers reach consumers indirectly when they

when they push products through wholesalers.

Brand equity can be traded on the Toronto Stock Exchange.

No, because it's an asset that represents brand value.

Manulife Financial helped sponsor Icefest 2017, supporting the Heart & Stroke Foundation.

This is an example of great corporate PR.

Branding is when everyone knows you.

Brand positioning is when you are compared to competitors.

Of the 4 "marketing Ps", the Toronto Blue Jays have a stronger

product than the Toronto Maple Leafs.

The three distinct stages of brand loyalty are

brand awareness, preference and insistence

A marketing plan must be motivational.

False. It can be either motivational or informational.

A "primary market" in marketing terms means

at least half of the business comes from a market segment.

Railways and airlines are two different businesses.

They can compare themselves to each other in marketing PR.

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Integrated Marketing Communication

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Mid-term Exam Review

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Questions 21

Answers

1
Manufacturers reach consumers indirectly when they
when they push products through wholesalers.
both 1 and 3
market products through grocery stores.
position themselves properly at the retail level
2
Brands can be rated according to financial value and
loyalty
reputation
equity
all of the above
3
Interbrand's brand rating methodology excludes
non-profit organizations
all of the above
privately-held companies
national brands that only operate domestically
4
RBC's Visa credit card is an example of
cooperative branding.
complementary branding.
ingredient branding.
all of the above
5
Packaging and mascots are examples of branding
objectives
both 1 and 2
tactics
strategies
6
Brand equity can be traded on the Toronto Stock Exchange.
Yes, because it's a financial factor.
None of the above.
Yes, because it's a hard asset that represents growth.
No, because it's an asset that represents brand value.
7
Manulife Financial helped sponsor Icefest 2017, supporting the Heart & Stroke Foundation.
This is both of the above.
This is neither of the above.
This is an example of great corporate PR.
This is an example of great marketing PR.
8
In market segmentation, household size is an example of
geodemographics
demographics
lifestyle and values
psychographics
9
Branding is when everyone knows you.
Brand loyalty is when you are compared to competitors.
neither of the above
Brand positioning is when you are compared to competitors.
both of the above
10
Organizations tend to reposition their brand
when entering a new market, usually international
to improve sales volumes
when faced with a crisis
all of the above
11
BONUS (FREE MARKS!) What do you know about your IMC Professor? My favourite brand is
Roots
Tim Hortons
Coke
"made in Canada"
12
Brands usually fail because
customers do not understand the brand
the brand does not change with the times
employees do not "buy into" the brand
all of the above
13
Of the 4 "marketing Ps", the Toronto Blue Jays have a stronger
marketing plan than the Toronto Maple Leafs.
promotion than the Toronto Maple Leafs.
price than the Toronto Maple Leafs.
product than the Toronto Maple Leafs.
14
In market segmentation, "actualizers" represent
all of the above
demographics
lifestyle and values
geodemographics
15
The three distinct stages of brand loyalty are
brand awareness, preference and insistence
customer loyalty, uncertainty and terrorism
none of the above
brand positioning, repositioning and decline
16
In market segmentation, "geodemographics" refers to
all of the above
psychology
neighbourhood "culture"
location and age
17
A marketing plan must be motivational.
none of the above
False. It must be measurable and attainable.
False. It must have a goal and a purpose.
False. It can be either motivational or informational.
18
A tornado is an example of
an uncontrollable factor
a disaster
all of the above
a macro event
19
A "primary market" in marketing terms means
none of the above
80% of the business comes from 20% of the customer base.
at least half of the business comes from a market segment.
20% of the business comes from 80% of the customer base.
20
Brands need to be repositioned in the growth stage.
both 2 and 3
No. Repositioning too early could be confusing to consumers.
Yes. They need to keep growing.
No. They should do this later, in the saturation stage.
21
Railways and airlines are two different businesses.
They are both in saturation mode.
They can't position themselves against each other in PR.
They can compare themselves to each other in marketing PR.
none of the above

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