IMC 104 Midterm Exam Questions and Answers |Complete Solutions Graded A+
|100% Correct
What is Branding? A way to distinguish your service/product from someone else
A name, term, design, symbol, or any other feature that identifies one seller's good or service
as distinct
Comes from the idea of branding cows.
Why are things branded? to attract and retain loyal customers by delivering a product that is
always aligned with what the brand promises
What kind of things can be branded? slogans, songs/chimes, colors, names, images,
typeface, trademarked
What thing does a brand include (hint, it's not just a name)? images and symbols, slogans,
songs, numbers, letters
What are signs of a good brand name? they are synonymous with the product features that
they convey
What are signs of a good brand? best brands - are easily recognizable, are trademarked,
convey passion and loyalties, not quite synonymous with the product, have equity
Kellogg's Brand Multi-product branding - reflects the unchanging objective to supply great
tasting nutritious healthy and high quality products
What companies are top when it comes to brand equity? Coca-Cola, IBM, Microsoft, Google,
General Electric, Mcdonalds, Intel, Apple, Disney, Hewlett Packard
Why do people act unethical? 1. Trying to serve different groups (customers, stockholders,
etc.)
, 2. Diverse values, cultures, laws
3. Poor role models
What is the difference between Law and Ethics? Law: Society's values that are enforceable
in a court of law - you can get arrested for illegal behavior
Ethics: Moral principles and values; guidelines on how to act - you can't get arrested for
unethical behavior
What happened to Campbell's Soup? got in trouble with their advertising one time because
they showed a picture that did not accurately represent the product. marbles in soup bowl
What happens with magazine covers? photos retouched so that people do not actually look
the same
Yellow Pages Scam Their trademark was out of time so it entered the free domain (not
trademarked) , and so people exploited this to prey on business owners.
CNN Video Post transaction marketing; tricking you to buy things when you do not mean it.
What is a creative brief? guides the development of the creative side of an IMC campaign -
is the foundation of promotional messages - no exact length, is concise (a few pages), very
detailed - doesn't include the promo itself but does contain the slogan & instructions to write
the copy
Positioning the image your product or company occupies in consumers' minds
Pre-emption taking a feature that many other products have and making it your own
|100% Correct
What is Branding? A way to distinguish your service/product from someone else
A name, term, design, symbol, or any other feature that identifies one seller's good or service
as distinct
Comes from the idea of branding cows.
Why are things branded? to attract and retain loyal customers by delivering a product that is
always aligned with what the brand promises
What kind of things can be branded? slogans, songs/chimes, colors, names, images,
typeface, trademarked
What thing does a brand include (hint, it's not just a name)? images and symbols, slogans,
songs, numbers, letters
What are signs of a good brand name? they are synonymous with the product features that
they convey
What are signs of a good brand? best brands - are easily recognizable, are trademarked,
convey passion and loyalties, not quite synonymous with the product, have equity
Kellogg's Brand Multi-product branding - reflects the unchanging objective to supply great
tasting nutritious healthy and high quality products
What companies are top when it comes to brand equity? Coca-Cola, IBM, Microsoft, Google,
General Electric, Mcdonalds, Intel, Apple, Disney, Hewlett Packard
Why do people act unethical? 1. Trying to serve different groups (customers, stockholders,
etc.)
, 2. Diverse values, cultures, laws
3. Poor role models
What is the difference between Law and Ethics? Law: Society's values that are enforceable
in a court of law - you can get arrested for illegal behavior
Ethics: Moral principles and values; guidelines on how to act - you can't get arrested for
unethical behavior
What happened to Campbell's Soup? got in trouble with their advertising one time because
they showed a picture that did not accurately represent the product. marbles in soup bowl
What happens with magazine covers? photos retouched so that people do not actually look
the same
Yellow Pages Scam Their trademark was out of time so it entered the free domain (not
trademarked) , and so people exploited this to prey on business owners.
CNN Video Post transaction marketing; tricking you to buy things when you do not mean it.
What is a creative brief? guides the development of the creative side of an IMC campaign -
is the foundation of promotional messages - no exact length, is concise (a few pages), very
detailed - doesn't include the promo itself but does contain the slogan & instructions to write
the copy
Positioning the image your product or company occupies in consumers' minds
Pre-emption taking a feature that many other products have and making it your own
