Brand Management Online MCQ Set 7

QN01. _________ is a mode of direct marketing owes to well structured communications in the form of catalogs.

  1. Telemarketing
  2. Sales promotion
  3. Advertising
  4. Publicity
Answer

(A)Telemarketing

QN02. _________ is ether the head of marketing department or a major brand and is responsible for the brand strategy and its implementation, important for complete performance of the brand.

  1. Chief Branding Officer
  2. Chief Executive officer
  3. President of company
  4. Director of Company
Answer

(A)Chief Branding Officer

QN03. _________ lets you to have a clear picture of the number of customers or usage of your brand in comparison with competition.

  1. Market share
  2. Brand share
  3. Product share
  4. Customer share
Answer

(A)Market share

QN04. _________ lets you to have your loyal customer's lifetime worth in terms of your brand's purchasing.

  1. Lifetime value of a customer
  2. Lifetime value of a brand
  3. Lifetime value of a company
  4. Lifetime value of a market
Answer

(A)Lifetime value of a customer

QN05. _________ of ad means how many times you should expose your target customers to your message.

  1. Frequency
  2. Copy
  3. Copy strategy
  4. Media
Answer

(A)Frequency

QN06. _________ provides a good quality of service because of a direct interface with the customers, but it is expensive.

  1. Direct sales
  2. Telemarketing
  3. E-marketing
  4. All of the given options
Answer

(D)All of the given options

QN07. _________ shows how consistent customers are in buying your brand, how long they have been buying and how long they may buy?

  1. Customer loyalty
  2. Brand loyalty
  3. Product loyalty
  4. Company loyalty
Answer

(A)Customer loyalty

QN08. _________ works best under the circumstances of high differentiation that gives you a sustainable advantage in a quality conscious market.

  1. Value-in-use Pricing:
  2. Skim Pricing
  3. Segment pricing
  4. Strategic account pricing
Answer

(B)Skim Pricing

QN09. A brand based organization provides which of the following benefits?

  1. Clarity of role
  2. Commitment to brand growth
  3. A collective responsibility
  4. All of the given options
Answer

(D)All of the given options

QN10. Advertising is part of sales promotion by creating awareness and comprehension that form a level of _________.

  1. Customer pull
  2. Customer push
  3. Customer loyal
  4. Customer image
Answer

(A)Customer pull

QN11. An effective advertising campaign:

  1. Revolves around a strong single idea
  2. Should appeal to self interest of customer
  3. Must not wander off
  4. All of the given options
Answer

(D)All of the given options

QN12. Brand assets include:

  1. The name of the brand
  2. Reputation, relevance, and loyalty
  3. Less quality complaints
  4. All of the given options
Answer

(B)Reputation, relevance, and loyalty

QN13. Brand picture is based on which one of the following?

  1. Brand value
  2. Brand mission
  3. Brand vision
  4. Brand image
Answer

(D)Brand image

QN14. Delivery services offered by restaurants and other food chains in our market on phone calls are examples of:

  1. Sales promotion
  2. Direct marketing
  3. Publicity
  4. Personal selling
Answer

(B)Direct marketing

QN15. Duration of _________ should be short and should not be repeated too often.

  1. Sales promos
  2. Market promos
  3. Brand promos
  4. Product promos
Answer

(A)Sales promos

QN16. If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand power, you again are in a position to charge a _________.

  1. Premium price
  2. Skimming price
  3. Market based price
  4. Retail price
Answer

(A)Premium price

QN17. Marketers need to position their brands clearly in target customers' minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of whichof the following?

  1. Desirable benefit
  2. Good packaging
  3. Strong beliefs and values
  4. Service inseparability
Answer

(C)Strong beliefs and values

QN18. Mostly, the major source of power throughout the distribution channel is:

  1. The company
  2. The brand
  3. The distributor
  4. The customer
Answer

(B)The brand

QN19. PIA runs a series of television commercials that show its staff going out of their way to help customers. An important secondary audience for these ads is:

  1. The civil aviation authority
  2. Competitors
  3. PIA employees
  4. All air travelers
Answer

(C)PIA employees

QN20. The brand stature construct is equivalent to:

  1. Esteem multiplied by knowledge
  2. Differentiation multiplied by knowledge
  3. Knowledge multiplied by relevance
  4. Esteem multiplied by differentiation
Answer

(A)Esteem multiplied by knowledge

QN21. The process of establishing and maintaining a distinctive place in the market for an organization or its specific product offers is known as _________.

  1. Profiling
  2. Profiling Segmentation
  3. Segmentation
  4. Positioning
Answer

(D)Positioning

QN22. The term "story board" is specifically related to:

  1. TV commercial
  2. Newspaper Editorial
  3. Magazine ad
  4. Press release
Answer

(A)TV commercial

QN23. This pricing model offers opportunity to set different levels of pricing for different needs is known as _________.

  1. Segment pricing
  2. Skim pricing
  3. Value-in-use pricing
  4. Strategic account pricing
Answer

(A)Segment pricing

QN24. To have value, a brand must offer which one of the following?

  1. A simple product range with a defined set of features
  2. A complex product range with a defined set of features
  3. Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers
  4. An identity through which the customer can trace the party responsible for supplying the product
Answer

(C)Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers

QN25. What purpose does an advertising copy serves?

  1. Provides a degree of continuity in a brand's advertising
  2. Help a brand achieve distinctiveness
  3. Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissions
  4. All of the given options
Answer

(D)All of the given options

QN26. Which of the following strategy give the benefit of premium pricing?

  1. Umbrella strategy
  2. Line brand strategy
  3. Product brand strategy
  4. Branding strategy
Answer

(A)Umbrella strategy

QN27. "Developing budgets and steering resources into strategy are critical areas of success," Correlates which of the following strategy.

  1. Crafting strategy
  2. Implementing strategy
  3. Evaluating strategy
  4. Performing strategy
Answer

(B)Implementing strategy

QN28. _________ advertising affords the marketer the ability to engage the consumer in a direct and personal way.

  1. Interactive
  2. Contextual
  3. Traditional
  4. Website.
Answer

(A)Interactive

QN29. _________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.

  1. Market niche strategies
  2. Differentiation
  3. Cost leadership
  4. Focus Strategies
Answer

(D)Focus Strategies

QN30. _________ are incurred by brands because of failures and questionable business practices that may increase costs and liabilities.

  1. Brand assets
  2. Brand liabilities
  3. Brand equities
  4. Market failures
Answer

(B)Brand liabilities

QN31. _________ are incurred by brands because of failures and questionable businesspractices that may increase costs and liabilities

  1. Brand assets
  2. Brand liabilities
  3. Brand equities
  4. Market failures
Answer

(B)Brand liabilities

QN32. _________ are musical messages written around a brand.

  1. Logos
  2. Symbols
  3. Jingles
  4. Tag lines
Answer

(C)Jingles

QN33. _________ are short phrases that communicate descriptive or persuasive information about a brand.

  1. Punch lines
  2. Tag lines
  3. Messages
  4. Slogans
Answer

(D)Slogans

QN34. _________ branding is a type of co-branding.

  1. Ingredient
  2. Product
  3. Service
  4. Personality
Answer

(A)Ingredient

QN35. _________ buy products & _________ use product

  1. consumer & customers
  2. buyers & sellers
  3. buyers & customers
  4. customers & consumer
Answer

(B)buyers & sellers

QN36. _________ customers can themselves become publishers, choosing to share what they have received with their social networks.

  1. Publish – subscribe
  2. Instant sharing
  3. Multi – model viewing
  4. Mobile invertising
Answer

(B)Instant sharing

QN37. _________ defines what the the brand thinks about the consumer, as per the consumer

  1. Brand attitude
  2. Brand positioning
  3. Brand relationship
  4. Brand manage
Answer

(A)Brand attitude

QN38. _________ has been the first to launch an innovative media buying / selling technique, through its lastminute inventory.com, which auctions unsold media space online.

  1. Madison media
  2. Mudra Max
  3. Dentsu India
  4. JWT India
Answer

(C)Dentsu India

QN39. _________ is a way of describing audience based on factors such as age, gender, education level, town class, income etc.

  1. Demographic
  2. Psychographic
  3. Socio-economic
  4. Infographics
Answer

(A)Demographic

QN40. _________ is a way of describing audience based on the their life style, attitudes, aspirations, habits etc.

  1. Demographics
  2. Psychographics
  3. Socio-economic
  4. Infographics
Answer

(B)Psychographics

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