Brand Adoption
What is the first stage of the Brand Adoption Process?
Awareness
What does a logo help customers do?
Quickly recognize a brand
What is the Nike swoosh?
A logo
What is product placement?
Putting a product or brand into a television show, movie, or other media
What does integrity mean in marketing communications?
Being honest and avoiding deceptive behavior
What comes after awareness?
Trial, or the trier stage
What should a good brand name be easy to do?
Remember, pronounce, and spell
An artist creates an original photograph for an advertisement. What protects it?
Copyright
What major ethical concern comes from companies collecting personal information online?
Privacy
What ethical test asks you to treat others as you would want to be treated?
The Golden Rule test
What stage occurs when customers continue buying a brand?
Repeater stage
"Healthy Choice" suggests that a product is healthy. What type of brand name is this?
A suggestive brand name
What protects a brand name, logo, or symbol used to identify a company?
Trademark
What is wrong with creating fake customer testimonials online?
They deceive consumers
What ethical test asks whether professional colleagues would consider your actions proper?
The professional ethics test
Name the five characteristics that can affect brand adoption.
Relative advantage, compatibility, complexity, trialability, and observability
A package makes a toy look much larger than it really is. What ethical issue does this create?
Misleading packaging graphics
A company invents a new medical device. What protects the invention?
A patent
What must be disclosed when a company pays for an endorsement or product placement?
The material connection or paid relationship
What ethical test asks whether you would feel comfortable explaining your actions on television?
The TV test
A new app is cheaper, easier to use, and saves time compared with competing apps. Which adoption characteristic does this demonstrate?
Relative advantage
Why is it important for a brand name to stand out from competitors?
So customers do not confuse it with another brand
A company wants exclusive rights to make, use, and sell its new invention. What does it need?
A patent
What went wrong in Coca-Cola's Frozen Coke test promotion?
Employees manipulated the test results by paying for extra Burger King value-meal purchases
What ethical test asks, "What if everyone acted this way?"
The categorical imperative