Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Specific measures that are used to judge marcoms effectiveness are also called
____.
a. | variables | b. | metrics | c. | coefficients | d. | models | e. | variances |
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2.
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Whatever the measure chosen, any effort to meaningfully assess marcoms
performance necessitates having data that are ____.
a. | short-term and long-term | b. | communication-based and
sales-based | c. | representative and normal | d. | normal and bi-modal | e. | reliable and
valid |
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3.
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A brand’s ____ represents the key feature, benefit, or image that it
stands for in the target audience’s collective mind.
a. | logo | b. | name | c. | positioning | d. | placement | e. | semiotics |
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4.
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The central idea that encapsulates a brand’s meaning and distinctiveness
vis-a-vis competitive brands is known as a ____.
a. | positioning statement | b. | summary statement | c. | constructive
process | d. | sign | e. | symbol |
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5.
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A brand positioned in terms of ____ needs attempts to provide solutions to
consumers’ current consumption-related problems or potential problems by communicating that the
brand possesses specific benefits capable of solving those problems.
a. | experiential | b. | symbolic | c. | functional | d. | rational | e. | emotional |
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6.
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Sun Microsystems recently introduced a new desktop computer. The headline of
their two-page advertisement in Business Week reads, “The World’s Most Powerful
Desktop for the Price of a PC.” This statement is an appeal to a consumer’s ____.
a. | emotional needs | b. | symbolic needs | c. | qualitative
needs | d. | functional needs | e. | experiential
needs |
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7.
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An ad for a hair-colouring brand features a famous actress telling potential
customers that they should use the relatively costly brand “because you’re worth
it.” This brand’s concept is aimed at consumers' ____ needs.
a. | functional | b. | symbolic | c. | experiential | d. | hedonic | e. | ego |
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8.
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Revising a brand’s positioning is known as ____.
a. | refocusing | b. | realigning | c. | repositioning | d. | shifting | e. | innovating |
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9.
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In reality, consumers pay attention to ____ of marcoms stimuli
a. | a large proportion | b. | all | c. | half | d. | a small portion | e. | most |
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10.
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Research shows that ____ reduces message effectiveness.
a. | spending | b. | duration | c. | intensity | d. | clutter | e. | novelty |
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