MKT 440 Exam 1 Questions AND Correct Answers
A brand has no equity if consumers are unfamiliar with it.
(T/F) - ✔✔True.
A brand is a... - ✔✔Name, Symbol, Term, and Image
Age is the best indicator of how an individual lives and what
role consumption plays. - ✔✔False
All of the following elements are part of the promotional mix
except for: - ✔✔Price Setting
Brand Equity - ✔✔is the goodwill that an established brand
has built up over its existence.
Brand positioning is an essential preliminary activity, or
fundamental decision, to developing a successful marcom
program. (T/F) - ✔✔True
Communication - ✔✔is the process whereby commonness of
thought is established and meaning is shared between
individuals or between organizations and individuals.
, Demographic data is relatively easy to obtain and is the most
predictive of consumer choice behavior. (T/F) - ✔✔False
Discuss three ethical issues in advertising. - ✔✔1. Advertising
is untruthful and deceptive. Deception occurs when an
advertisement falsely represents a product, and consumers
believe the false representation. While some advertising is
deceptive, it would be naive to assume the most advertising is
deceptive.
2. Advertising is manipulative. Critics claim that advertising
has the power to influence people to do things they would not
do if they were not exposed to advertising. However, people
are aware that attempts are being made to persuade or
influence them, and they have the cognitive capacity to resist
efforts to motivate them in a direction they wish not to be
moved. However, communicators can influence consumers.
3. Advertising is offensive and in bad taste. Critics contend
that advertisements sometimes are insulting to human
intelligence, vulgar, and generally offensive to the tastes of
many consumers.
4. Advertising creates and perpetuates stereotypes. Critics
claim that advertising tends to portray certain groups in a very
narrow and predictable fashion. While advertising may be
guilty of perpetuating stereotypes, it would be unfair to blame
A brand has no equity if consumers are unfamiliar with it.
(T/F) - ✔✔True.
A brand is a... - ✔✔Name, Symbol, Term, and Image
Age is the best indicator of how an individual lives and what
role consumption plays. - ✔✔False
All of the following elements are part of the promotional mix
except for: - ✔✔Price Setting
Brand Equity - ✔✔is the goodwill that an established brand
has built up over its existence.
Brand positioning is an essential preliminary activity, or
fundamental decision, to developing a successful marcom
program. (T/F) - ✔✔True
Communication - ✔✔is the process whereby commonness of
thought is established and meaning is shared between
individuals or between organizations and individuals.
, Demographic data is relatively easy to obtain and is the most
predictive of consumer choice behavior. (T/F) - ✔✔False
Discuss three ethical issues in advertising. - ✔✔1. Advertising
is untruthful and deceptive. Deception occurs when an
advertisement falsely represents a product, and consumers
believe the false representation. While some advertising is
deceptive, it would be naive to assume the most advertising is
deceptive.
2. Advertising is manipulative. Critics claim that advertising
has the power to influence people to do things they would not
do if they were not exposed to advertising. However, people
are aware that attempts are being made to persuade or
influence them, and they have the cognitive capacity to resist
efforts to motivate them in a direction they wish not to be
moved. However, communicators can influence consumers.
3. Advertising is offensive and in bad taste. Critics contend
that advertisements sometimes are insulting to human
intelligence, vulgar, and generally offensive to the tastes of
many consumers.
4. Advertising creates and perpetuates stereotypes. Critics
claim that advertising tends to portray certain groups in a very
narrow and predictable fashion. While advertising may be
guilty of perpetuating stereotypes, it would be unfair to blame
