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Brand Mgt FALL '23: Study Guide for Test 2 Flashcards | StudBud
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Brand Mgt FALL '23: Study Guide for Test 2
Brand Mgt FALL '23: Study Guide for Test 2
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Based on CH 5, 6, 7 & 8 // Design Concepts & Big Idea Lectures (and any articles assigned
Flashcards
38 cards
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Practice quiz
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Questions
38
Answers
1
When choosing brand elements, what criteria helps convey descriptive or persuasive meaning about the product or brand?
Likability
Memorability
Adaptability
Meaningfulness
2
A modern marketing approach embraces...
All the above
targeting smaller, niche markets
one-to-one communication
customer-centricity
3
What super bowl ad leveraged a motivational “borrowed interest” creative strategy to increase likability of the brand?
Netflix
Bud Light
Michelob Ultra
Titleist Golf Balls
4
RGB color and HEX values are both used for print media.
False
True
5
What choice criteria evaluates the aesthetic appeal and the richness of verbal and visual imagery?
None of the above
Memorability
Meaningfulness
Likability
6
Design is a plan for arranging elements to best accomplish a particular purpose such as...
solving problems
All the above
evoking emotion
telling a story
7
The Farmer's Dog brand created a TV spot during Superbowl '23 with the intent of doing what?
All the above
building brand awareness
emotionally connecting with the consumer
telling a meaningful and relevant story to pet owners
8
Experiential Marketing is connecting the brand (or product) with unique, memorable consumer experiences, also known as
None of the above
Omni-channel marketing
Virtual marketing
Sensory-emotional marketing
9
Brand elements are...
used to enhance brand awareness
All the above
trademarkable devices
created to identify and differentiate the brand
10
The strategic and tactical approach to designing marketing programs today have changed drastically due to:
Greater customer empowerment
Globalization and growth of developing markets
Growth of digital & mobile marketing
All the above
11
What type of logomark is IBM?
Pictorial
None of the above
Emblem
Wordmark
12
Perspective creates the illusion of depth.
False
True
13
What brand embraces storytelling and targets the outdoor enthusiast—and ultimately became a status symbol.
Redbull
Yeti
The Farmer's Dog
Patagonia
14
What skill did Pamela Forbus hone during her 13+ years in advertising?
none of the above
Managing the mail room & trafficing the work
qualitatative research
Learning how to tell great stories and crafting great presentations
15
What company was originally founded in 1994 under the brand name Cadabra?
Google
Amazon
Disney
Apple
16
The Michalob Ultra brand leveraged what type of creative strategy to communicate their desired positioning?
None of the above
Informational (benefit elaboration)
Motivational (borrowed interest)
Transformational (imagery portrayal)
17
Meaningful, distinctive, and modular are all qualitites of an effective brand name.
True
False
18
What well known American art director and graphic designer was best known for his corporate logo designs?
Paula Scher
Eric Speikerman
Paul Rand
Henry Munch
19
A ___________ brand element is easily recalled and easily recognized by the consumer.
memorable
complex
none of the above
well designed
20
Good design communicates easily, evokes emotion, solves problems, and tells a story.
False
True
21
Sales promotions are used as a
incentive
to buy; advertising is used as an
reason
to buy.
False
True
22
Transferability, Adaptability, and Protectability play a offensive role for leveraging and maintaining brand equity.
True
False
23
What brand element criteria did the Cleveland Indians and Aunt Jemima brands embrace in order to remain relevant today.
Defensive
Adaptability
None of the above
Protectabilty
24
Providing a range of communication options planned in a coordinated/integrated fashion in order to build brand equity.
Integrated Marketing Communications
Digital Marketing
Advertising Promotion
Brand Fluidity
25
The right brand name...
All the above
captures the imagination and connects with the people you want to reach.
is timeless, tireless, easy to say and easy to remember.
stands for something, and facilitates brand extensions.
26
This is an example of a ___________ color scheme.
monochromatic
analogous
complementary
split-complementary
27
What choice criteria measures the extent to which the brand adds to the brand equity for new products or new markets.
Adaptability
Transferability
None of the above
Meaningful
28
What brand mastered digital optimization for online ordering, customization, & delivery--making it easy for consumers.
Dominos
Romeos
Pizza Hut
Papa Johns
29
Selling direct to the consumer (DTC) vs selling indirect through third party intermediaries is a brand's _____________.
communication strategy
none of the above
point of sale strategy
channel strategy
30
How did Apple Computer get it's name?
It was inspired by Eve taking a bite out of the forbidden fruit.
It’s because “an apple a day keeps the doctor away”.
In Greek mythology, Nymphs could gain immortality by eating a golden apple.
None of the above
31
This is a great example of what type of IMC element?
Direct response advertising
Place Advertising (OOH)
Emotive marketing
Point-of-purchase advertising
32
For brand loyalty to exist, the
perceived quality
of a product must meet or exceed customer expectations.
True
False
33
A promotion is a short-term incentive to do what?
build brand awareness
encourage trial or usage
build customer loyalty
none of the above
34
How did Carvana set a new standard in automotive retail by reinventing the car buying process to empower customers?
Personalization
Digital Transformation
None of the above
Omni-channel marketing
35
The FedEx brand name is
modular
because it enables the company to build brand extensions with ease.
False
True
36
What influential graphic designer, described as the “master conjurer of the instantly familiar”, designed this logomark.
Paula Scher
Paul Rand
Tracy McCutcheon
None of the above
37
What creative strategy leverages "benefit elaboration" to communicate a desired positioning for an advertising campaign?
Motivational
Informational
Emotional
Transformational
38
Print, billboards, product placement, TV and radio commercials are all considered traditional marketing methodologies.
False
True
