Definitions
Fill in the Blank
List and Assist
Odds and Ends
Acronyms
100
This is what a product or brand means to customers.
What is product symbolism?
100
Advertising's primary strength is ___________.
What is building brand awareness?
100
These are the two reasons why intangible attributes are important in brand building. Hint: One relates to competitors and one deals with consumers.
What is (1) hard for competitors to copy and (2) more likely to involve consumers emotionally.
100
These are some of the P&G brand extensions.
What is Soap and Detergents, Paper Products, Health Care, Beauty Care, Cosmetics & Fragrance, Food/Beverage?
100
MPR
What is marketing public relations?
200
These are used by customers to decide whether competing products are different.
What are intangible differences?
200
A brand is a perception. Name the two types of perceptions and where they are generated from.
What is signals (generated by customers) and cues (generated by manufacturers)?
200
These two basic components determine a company or brand's value. Hint: 2/3 of the accounting equation
What are (1) physical net assets and (2) brand equity?
200
These are some of the P&G line extensions.
Soap and Detergents (Tide, Cheer, Dawn) Paper Products (Pampers, Bounty, Charmin) Health Care (Metamucil, Aleve) Beauty Care (Pantene, Head & Shoulders) Cosmetics & Fragrance (Cover Girl/Max Factor) Food/Beverage (Folgers Coffee, Pringles, Duncan Hines)
200
FTC
What is Federal Trade Commission?
300
This is when a person or company buys a brand regularly?
What is brand loyalty?
300
The IMC related strengths are _________ and ___________.
What is self-selection and stakeholder communication?
300
These are the four main types of brand extension. Hint: Examples include Infiniti G-3, Chase and Visa, Dell and Intel, Nike and Drexel.
What is (1) multi-tier branding (2) co-branding (3) ingredient branding (4) brand licensing?
300
Name the two types of advertising.
What is (1) consumer and (2) business?
300
BtB
What is Business to Business?
400
These are ways of maximizing the communication impact of brands.
What are brand strategies?
400
_________ is one of the fastest growing of all the communication functions used in IMC.
What is public relations?
400
These are the five elements of brand loyalty. Hint: The first four elements determine the fifth element, brand loyalty, the “measure of the attachment that a customer has to a brand.”
What is (1) Brand-name awareness (# of people aware of your brand) (2) Brand associations (how the brand is associated with what features & benefits eg. Walmart; low price) (3) Perceived quality (4) Proprietary brand assets (components legally protected eg. Trademarks, logo) (5) Brand loyalty
400
This determines the level of brand loyalty
What is share of wallet?
400
TSP
What is trade sales promotion?
500
Long-term driven “management of communication between an organization and its publics”
What is public relations?
500
Waste, High costs of producing and running ads, One way communication, Low credibility (Advertising is a commercial message), Clutter and difficulty in determining effectiveness are all_____________.
What are limitations of mass media advertising?
500
These are the six characteristics of mass media advertising. Hint: This is going to be 2 questions on the test so NO hints! Mwahahaha
What is (1) it is non-personal (2) it is one-way (Personal Selling is a two-way) (3) it includes a planned message dimension (4) the sponsor of the advertising usually wants to be identified (5) media companies are paid for the space or time used to carry the advertiser’s messages (6) when effective, advertising influences attitudes (brand awareness) and behaviors (sales/consumer purchase).
500
Has relationships with both products and companies?
What are customers?
500
CSP
What is consumer sales promotion?
M
e
n
u