ADV3403 Exam 3 Study Guide
questions with correct answers
5 Step Branding Process - correct answer ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing assets
Role of Project Management in the branding process - correct answer ✔✔Astute project
management builds confidence and mutual respect among stakeholders, fostering the
teamwork and commitment necessary for success.
Common metrics used for brand management - correct answer ✔✔Perception metrics:
Awareness
Familiarity + consideration
Performance metrics:
Purchase decision
Loyalty
Financial metrics:
Value creation
Common metrics used for isolated touchpoints (examples) - correct answer ✔✔Websites
-Total visits + percent new visits
-Unique visitors
,-Average conversion rate
-Page views by page
Social media
-Fans/followers
-Likes
-Engagement
-Brand reputation
-Influence
Intellectual property
-Protecting assets
-Preventing litigation
Direct mail
-Response rate
Trade shows
-Number of leads generated
-Number of sales
Licensing
-Revenues
-Protecting assets
Product placement
-Reach
-Impressions
Public relations
-Buzz
Advertising
-Conversions
, -Revenues
-Awareness
Packaging
-Sales change after new packaging
-Compare sales change to overall project cost
-Money saved because of engineering and materials
Online brand center
-Number of users
-Time per visit session
-Actual ROI on site usage
-Number of downloaded asset files
Standards + guidelines
-More consistent implementation
-More effective content management
-Faster decision making
-More efficient use of time
Key types of research audits that can be performed - correct answer ✔✔-Marketing audit
-Competitive audit
-Language audit
Factors that contribute to successful stakeholder interviews - correct answer ✔✔-Small group of
decision makers
-Steady focus on agenda
-Steady pace
-Clear and reasonable expectations
questions with correct answers
5 Step Branding Process - correct answer ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing assets
Role of Project Management in the branding process - correct answer ✔✔Astute project
management builds confidence and mutual respect among stakeholders, fostering the
teamwork and commitment necessary for success.
Common metrics used for brand management - correct answer ✔✔Perception metrics:
Awareness
Familiarity + consideration
Performance metrics:
Purchase decision
Loyalty
Financial metrics:
Value creation
Common metrics used for isolated touchpoints (examples) - correct answer ✔✔Websites
-Total visits + percent new visits
-Unique visitors
,-Average conversion rate
-Page views by page
Social media
-Fans/followers
-Likes
-Engagement
-Brand reputation
-Influence
Intellectual property
-Protecting assets
-Preventing litigation
Direct mail
-Response rate
Trade shows
-Number of leads generated
-Number of sales
Licensing
-Revenues
-Protecting assets
Product placement
-Reach
-Impressions
Public relations
-Buzz
Advertising
-Conversions
, -Revenues
-Awareness
Packaging
-Sales change after new packaging
-Compare sales change to overall project cost
-Money saved because of engineering and materials
Online brand center
-Number of users
-Time per visit session
-Actual ROI on site usage
-Number of downloaded asset files
Standards + guidelines
-More consistent implementation
-More effective content management
-Faster decision making
-More efficient use of time
Key types of research audits that can be performed - correct answer ✔✔-Marketing audit
-Competitive audit
-Language audit
Factors that contribute to successful stakeholder interviews - correct answer ✔✔-Small group of
decision makers
-Steady focus on agenda
-Steady pace
-Clear and reasonable expectations
