Brand Management

81. A great effort in terms of time and money is required for _________; and despite the effort, results are not guaranteed.

1. Growth
2. Profitability
3. Branding
4. Promotion

82. A large amount of _________ advertising is for retailers, local businesses and for promotions.

1. news paper
2. magazines
3. radio
4. television

83. A marketer need to understand that some general traits of a brand name are

1. Easy to recognize
2. Easy to pronounce
3. Easy to memorize
4. None of the above

84. A mix of different communication tools has a better chance of achieving

1. Objectives
2. Synergy
3. Efficiency
4. Effectiveness

85. Word "brand" is frequently used as a

1. customers
2. marketing
3. advertising
4. metonym

86. A personal computer with features relating processor's specifications, the size of the hard disk and capacity of RAM is an example of:

1. Explicit promise
2. Implicit promise
3. Positive promise
4. Negative promise

87. A social and managerial process by which individuals and organizations obtain what they need and want through value creation refers to which one of the following concepts?

1. Selling
2. Advertising
3. Barter
4. Marketing

88. A sound mission and value statement must have all the attributes EXCEPT:

1. Memorable
2. Pragmatic
3. Lengthy
4. Inspiring

89. According to Scot Davis, how many years are required to change the brand positioning?

1. Two to five years
2. Three to six years
3. Two to six years
4. Three to five years

90. Achieving the right brand identity means creating brand _________ with customers.

1. Salience
2. Resonance
3. Awareness
4. Loyalty