Advertising and Promotion Exam
Questions and Answers
According to the chapter, who ultimately decides what the brand means or doesn't
mean in consumers' lives? - ANS-the consumers
Brands date back as far as ________. - ANS-578 AD
________ is the percentage of all sales in the product category that your brand
achieved. - ANS-brand market share
This is the expression of a brand through name, logo, colors, etc. - ANS-brand identity
What does the chapter present on the topic of building brands? - ANS-brands can make
bold promises when the wants and needs of customers are understood
What is the example used in the chapter to describe the difference between a product
and a brand? - ANS-tap water is a product;Evian is a brand
According to the chapter, when did people begin asking how to quantify the value of a
brand? Why? - ANS-1980s; companies and investors began consolidating brands
True or False: Apple has been the most valuable brand every year since 2013,
according to Interbrand - ANS-true
True or False: People can be brands - ANS-true
True or False: A brand manager acts as the CEO of a brand - ANS-true
True or False: Of the 17 brands that make up the Ralph Lauren Corporation, most have
Ralph's name or initials in the name - ANS-true
True or False: Brand image is the image the customer has of a brand as a result of
experience with product performance, brand communications, and its advertising - ANS-
true
True or False: Branding is a huge business but has not grown much in the past 20
years - ANS-false
True or False: Strong brands have two or three hyper-focused ideas behind them -
ANS-false
, True or False: Brands are primarily built through product features and upgrades - ANS-
false
What is a brand voice? - ANS-Expresses brands humans qualities
Tells what a company (its people) are all about
What is the difference between tone and voice? - ANS-voice is consistent, tone
changes
Which of the following is a statement that is included in Liza's 5 D's? - ANS-differentiate
from the crowd
Your voice should be inspired by a: - ANS-real person
The communicator is concerned with: - ANS-what the reader gets out of it
True or False: Your brand can only be inspired by a person - ANS-false
True or False: Once you decide on a brand voice you should never change it - ANS-
false
These types of ads work on the belief that the best way to persuade consumers is via
rational "reason why" messaging - ANS-hard sell ads
Which of the following is NOT an example of advertising noise? - ANS-a consumer
understands your message and chooses not to purchase
These types of ads focus on product association, images, and deeper consumer
emotion - ANS-soft sell ads
According to the chapter, these types of ads are very direct and appeal primarily to the
brain - ANS-hard sell ads
According to the chapter, Bill Bernbach is known for which company's advertising? -
ANS-Volkswagen
True or False: One of the most problematic causes of noise in advertising today is
advertising clutter - ANS-true
True or False: The Understood Sales Promotion (USP) is a brand's unique benefit and
should be something that other brands cannot say - ANS-false
True or False: Noise is presented in the chapter as advertising's greatest enemy - ANS-
true
Questions and Answers
According to the chapter, who ultimately decides what the brand means or doesn't
mean in consumers' lives? - ANS-the consumers
Brands date back as far as ________. - ANS-578 AD
________ is the percentage of all sales in the product category that your brand
achieved. - ANS-brand market share
This is the expression of a brand through name, logo, colors, etc. - ANS-brand identity
What does the chapter present on the topic of building brands? - ANS-brands can make
bold promises when the wants and needs of customers are understood
What is the example used in the chapter to describe the difference between a product
and a brand? - ANS-tap water is a product;Evian is a brand
According to the chapter, when did people begin asking how to quantify the value of a
brand? Why? - ANS-1980s; companies and investors began consolidating brands
True or False: Apple has been the most valuable brand every year since 2013,
according to Interbrand - ANS-true
True or False: People can be brands - ANS-true
True or False: A brand manager acts as the CEO of a brand - ANS-true
True or False: Of the 17 brands that make up the Ralph Lauren Corporation, most have
Ralph's name or initials in the name - ANS-true
True or False: Brand image is the image the customer has of a brand as a result of
experience with product performance, brand communications, and its advertising - ANS-
true
True or False: Branding is a huge business but has not grown much in the past 20
years - ANS-false
True or False: Strong brands have two or three hyper-focused ideas behind them -
ANS-false
, True or False: Brands are primarily built through product features and upgrades - ANS-
false
What is a brand voice? - ANS-Expresses brands humans qualities
Tells what a company (its people) are all about
What is the difference between tone and voice? - ANS-voice is consistent, tone
changes
Which of the following is a statement that is included in Liza's 5 D's? - ANS-differentiate
from the crowd
Your voice should be inspired by a: - ANS-real person
The communicator is concerned with: - ANS-what the reader gets out of it
True or False: Your brand can only be inspired by a person - ANS-false
True or False: Once you decide on a brand voice you should never change it - ANS-
false
These types of ads work on the belief that the best way to persuade consumers is via
rational "reason why" messaging - ANS-hard sell ads
Which of the following is NOT an example of advertising noise? - ANS-a consumer
understands your message and chooses not to purchase
These types of ads focus on product association, images, and deeper consumer
emotion - ANS-soft sell ads
According to the chapter, these types of ads are very direct and appeal primarily to the
brain - ANS-hard sell ads
According to the chapter, Bill Bernbach is known for which company's advertising? -
ANS-Volkswagen
True or False: One of the most problematic causes of noise in advertising today is
advertising clutter - ANS-true
True or False: The Understood Sales Promotion (USP) is a brand's unique benefit and
should be something that other brands cannot say - ANS-false
True or False: Noise is presented in the chapter as advertising's greatest enemy - ANS-
true
