Brand Foundations
What is the purpose of a brand style guide?
To maintain consistent use of the brand across people, platforms, materials and locations.
Name one offline brand touchpoint.
Examples: business card, packaging, signage, uniform, brochure or billboard.
Gender, age and income belong to which target-market category?
Demographics or demographic characteristics.
What does the “M” in SMART goals stand for?
Measurable
What are automated systems used to track, monitor and measure online marketing called?
Analytics.
What is a brand touchpoint?
Any point where a current or potential customer encounters or interacts with a brand.
Why do companies select their signature typefaces carefully?
The typeface must be legible, communicate the desired feeling and support the brand identity.
Behaviours, activities, hobbies, interests and opinions are known as what?
Psychographics or psychographic characteristics.
Which one of the four Ps is responsible for how and where customers access a product?
Place.
What does CRM stand for?
To manage and track customer information, relationships and interactions.
What does USP stand for?
Unique Selling Proposition.
What is the difference between a serif and a sans serif typeface?
Serif typefaces have small finishing strokes; sans serif typefaces do not.
A person with a large following who affects the purchasing choices of others is called what?
An influencer or opinion leader.
What are the four Ps of marketing?
Product, price, place and promotion.
What is the main purpose of CRM software?
To manage and track customer information, relationships and interactions.
What are the four main categories on which a company can base its USP?
Price, quality, service and selection.
Name three qualities that should be considered when designing a logo for different markets and cultures.
It should be understandable, inoffensive and cross-culturally effective.
What is the difference between reach and frequency?s
Reach is the number of unique people exposed; frequency is how many times each person is exposed.
What is wrong with this goal: “Annabelle’s Ice Cream Parlour wants to double its profit tomorrow”?
It is not realistically attainable.
Name four types of information a CRM can track.
Examples: contact information, communication history, purchase history, preferences, leads, sales activity, service requests and engagement. Any four.
Explain the difference between a brand and a logo.
A logo is a visual identifier; a brand is the overall perception, experience and emotional meaning associated with the business.
Explain how colour, typeface and imagery work together to reinforce brand identity.
They consistently communicate the brand’s personality, positioning and intended emotional associations.
Give two reasons marketers need to understand their audience.
To select suitable channels and messaging, address customer needs or pain points, improve relevance and use the marketing budget effectively. Any two.
Rewrite “Lotus Point Yoga Studio wants to increase enrolment” as a SMART goal.
Example: Increase monthly class enrolment by 15% within the next three months through social-media advertising and a referral campaign.
How do landing pages and conversion tracking help marketers evaluate a campaign?
They connect specific traffic sources or promotions to measurable actions such as registrations, downloads, inquiries or purchases.