Marketing Promotions Ch 2

Front 1

Company environmental policies, ideas, and beliefs along with the company's culture are all part of which elements of an image?

Back 1

intangible

Front 2

Lucent Technologies, Google, and Krispy Kreme are all examples of which type of name?

Back 2

conceptual

Front 3

When a brand is well-known by consumers and has desired attributes, what characteristic is present?

Back 3

salience

Front 4

The Playboy Bunny logo, the Golden Arches, and the Starbucks mermaid are examples of which IMC advantage?

Back 4

stimulus codability

Front 5

The belief that a Lexus is a different and better automobile that other comparably priced cars is an example of:

Back 5

brand equity

Front 6

If Lipton wanted to know if the company's brand name Brisk was creating recognition and recall, the method used to study the question would be called:

Back 6

brand metrics

Front 7

Proctor and Gamble often creates a series of laundry detergents with separate names in individual countries, which means the company uses which approach?

Back 7

flanker brands

Front 8

The name NutraSweet appears on a variety of products, indicating which strategy has been successful?

Back 8

ingredient branding

Front 9

The Sears Craftsman name is an example of a:

Back 9

private brand

Front 10

If consumer's believe that Motel 6 is a low price, medium quality hotel and that the Hyatt is a higher priced, higher quality hotel, each is a viewpoint about the company's:

Back 10

positioning

Front 11

The most important viewpoints about the image of a company are held by company employees.

Back 11

F

Front 12

Big Macs, Whoppers, or Subway sandwiches are forms of intangible elements of each company's image.

Back 12

F

Front 13

Trying to build on an old image while creating new and desirable aspects is called image resurrection.

Back 13

F

Front 14

Monstor.com and Ikea are examples of iconoclastic names.

Back 14

T

Front 15

If a brand has salience to a consumer, that person would be willing to recommend the product to family and friends.

Back 15

T

Front 16

If a large set of consumers believes Applebees is different and better than other competitors, such as TGIFridays, then the Applebees has an advantage called brand parity.

Back 16

F

Front 17

Studying the revenue created by a private brand as compared to the name brand is an example of using a brand metrics technique.

Back 17

T

Front 18

The name Shoebox, as it is sold in Hallmark stores, is an example of a brand extension.

Back 18

F

Front 19

Warranties and legal warnings are typically not printed on a product's label.

Back 19

F

Front 20

The Prudential Rock is an example of a cultural symbol that helps create positioning.

Back 20

T

Front 21

A physical product contains three or four elements. Name them.

Back 21

The brand name, logo, package, and label.

Front 22

Name the different ways to create product positioning.

Back 22

Use of attributes, competitors, use or application, price-quality relationship, product users, product class, and cultural symbols may all be part of positioning.

Front 23

What is based on the feeling consumers have about an overall organization and its individual brands?

Back 23

image

Front 24

What are the two main elements of a corporate image?

Back 24

tangible and intangible

Front 25

The overall banner under which all other operations occur is the corporate:

Back 25

name

Front 26

A symbol that is used to identify and company and its brand is a:

Back 26

logo

Front 27

hich is assigned to an individual good or service or to a complementary group of products?

Back 27

brand

Front 28

The perception that a brand is both different and better is called brand:

Back 28

equity

Front 29

Ingredient branding, cooperative branding, and complementary branding are all forms of:

Back 29

co-branding

Front 30

When a company has a proprietary brand marketed exclusively in its own outlets, it is called a(n):

Back 30

private brand

Front 31

The item that identifies the product, gives information about content, and meets any other legal requirement is a:

Back 31

label

Front 32

The process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to the competition is:

Back 32

positioning

Front 33

A corporation's image is only based on visible, tangible elements.

Back 33

False

Front 34

A positive corporate image can have benefits to consumers, other companies, and internal employees.

Back 34

True

Front 35

It is relatively easy to change a corporate image.

Back 35

False

Front 36

Logos with high degrees of meaning within a culture have a characteristic known as stimulus codability.

Back 36

True

Front 37

When a series of products are all offered under one brand name, it is called a family brand.

Back 37

True

Front 38

Attempting to measure the return on investment in a brand is done through a brand matrix.

Back 38

False

Front 39

Moving a successful brand name to a new set of products within the company is called brand extension.

Back 39

True

Front 40

When one brand is placed into other brand, such as Intel with IBM, the approach is called cooperative branding.

Back 40

False

Front 41

Another name for a private brand is a private label.

Back 41

True

Front 42

Positioning is solely based on a product's relationship to other products carried by the same company.

Back 42

False

Front 43

What are the four types of corporate names?

Back 43

Overt names, implied names, conceptual names, and iconoclastic names.

Front 44

What is the difference between a brand extension and a flanker brand?

Back 44

A brand extension places the same name on a new line o f products; a flanker brand is a separate name for a new product in the same line or type of products.

Front 45

The development of a new brand by a company in a good or service category in which it currently has a brand offering.

Back 45

Flanker brand

Front 46

offering two or more brands in a single marketing effort.

Back 46

Co-Branding

Front 47

A form of no-branding In which the name of one brand is placed within another brand

Back 47

Ingredient branding

Front 48

branding A form of no-branding In which two firms create anoint venture of two or more brands into a new good or service.

Back 48

Cooperative

Front 49

A form of go-branding in which the marketing of two brands together encourages co-consumption or co-purchases.

Back 49

Complementary branding

Front 50

(also known as private labels) propriety brands marketed by an organization and normally distributed exclusively within the organization's outlets.

Back 50

Private brands

Front 51

The process of creating a perception In the consumer's mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, methods of dissolution, image, and other factors.

Back 51

Positioning

Front 52

Names generally assigned to a good or service or a group of complementary products."

Back 52

brands

Front 53

When consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others."

Back 53

salience

Front 54

When a company offers a series or group of products under one brand name."

Back 54

family brand

Front 55

A set of brand assets that add to the value assigned to a product."

Back 55

brand equity

Front 56

Measures of returns on brand investments."

Back 56

brand metrics

Front 57

The use of an established brand name on goods or services not related to the core brand.

Back 57

brand extension

Hint 57

None

Front 58

Overallconsumer perceptions or end-user feelings toward a company along with its goods and services.

Back 58

image

Front 59

"
Items that easily evoke consensually held meanings within a culture or subculture.

Back 59

stimulus codability