ADPR Exam 1 questions with verified
answers passed
According to the chapter, who ultimately decides what the brand means or doesn't mean in consumers'
lives? - correct answer ✔✔The Consumers
Brands date back as far as - correct answer ✔✔578 AD
______ is the percentage of all sales in the product category that your brand achieved. - correct answer
✔✔Brand market share
This is the expression of a brand through name, logo, colors, etc. - correct answer ✔✔Brand identity
What does the chapter present on the topic of building brands? - correct answer ✔✔Brands can make
bold promises when the wants and needs of consumers are understood.
What is the example used in the chapter to describe the difference between a product and a brand? -
correct answer ✔✔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? -
correct answer ✔✔1980s; companies and investors began consolidating brands
True or False: Apple has been the most valuable brand every year since 2013, according to Interbrand. -
correct answer ✔✔True
True or False: People can be brands. - correct answer ✔✔True
True of False: A brand manager acts as the CEO of a brand. - correct answer ✔✔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. - correct answer ✔✔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. - correct answer ✔✔True
True or False: Branding is a huge business but has not grown much in the past 20 years. - correct answer
✔✔False
True or False: Strong brands have two or three hyper-focused ideas behind them. - correct answer
✔✔False
True or False: Brands are primarily built through product features and upgrades. - correct answer
✔✔False
A brand voice - correct answer ✔✔the overall tone, personality, and entity that you want to present
online
What are the four Ps defined by Jerome McCarthy as part of the marketing mix? - correct answer
✔✔Product, place, price, promotion
According to the chapter, "An annual ______ is the fundamental document every brand has for showing
the plan to grow and what profitability will result." - correct answer ✔✔Marketing plan
When was the global brand developed? - correct answer ✔✔1970s
Walmart and Home Depot are examples of what kind of store? - correct answer ✔✔Big-box store
An advertising agency team member, the _____ is in charge of communications strategy. - correct
answer ✔✔Account planner
, According to the chapter, what was the beginning of the end of mom and pop stores? - correct answer
✔✔Chain stores
According to the chapter, during what time period did discount pricing become "the marketing tool of
choice and many manufacturers priced themselves right out of profitability and eventually out of
business"? - correct answer ✔✔1960s-1970s
True or False: The art director is the person who determines what an ad will look like. - correct answer
✔✔True
True or False: A predictive study is research designed to predict future sales volumes with different
marketing mix options. - correct answer ✔✔True
True or False: According to the chapter, marketing is a science. - correct answer ✔✔True
True or False: Amazon started by selling books. - correct answer ✔✔True
True or False: Discount pricing became the marketing tool of choice and many manufacturers grew in
profitability and marketability because of it. - correct answer ✔✔False
True or False: Price and place have an impact on the perceived exclusivity of a brand. - correct answer
✔✔True
True or False: When creating a brand, the work of the copywriter and art director takes place before the
media planner makes decisions about where - and in which media vehicles - to reach a target audience. -
correct answer ✔✔False
Bill Bernbach was the first agency executive to have copywriters and art directors work in teams.
According to the chapter, how did this new tactic revolutionize ad creation? - correct answer ✔✔Ideas
almost instantly became more interesting and more creative.
According to the chapter, a(n)________ "can be more effective than an independent agency in that they
work within the same marketing team at the same location." - correct answer ✔✔In-house agency
answers passed
According to the chapter, who ultimately decides what the brand means or doesn't mean in consumers'
lives? - correct answer ✔✔The Consumers
Brands date back as far as - correct answer ✔✔578 AD
______ is the percentage of all sales in the product category that your brand achieved. - correct answer
✔✔Brand market share
This is the expression of a brand through name, logo, colors, etc. - correct answer ✔✔Brand identity
What does the chapter present on the topic of building brands? - correct answer ✔✔Brands can make
bold promises when the wants and needs of consumers are understood.
What is the example used in the chapter to describe the difference between a product and a brand? -
correct answer ✔✔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? -
correct answer ✔✔1980s; companies and investors began consolidating brands
True or False: Apple has been the most valuable brand every year since 2013, according to Interbrand. -
correct answer ✔✔True
True or False: People can be brands. - correct answer ✔✔True
True of False: A brand manager acts as the CEO of a brand. - correct answer ✔✔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. - correct answer ✔✔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. - correct answer ✔✔True
True or False: Branding is a huge business but has not grown much in the past 20 years. - correct answer
✔✔False
True or False: Strong brands have two or three hyper-focused ideas behind them. - correct answer
✔✔False
True or False: Brands are primarily built through product features and upgrades. - correct answer
✔✔False
A brand voice - correct answer ✔✔the overall tone, personality, and entity that you want to present
online
What are the four Ps defined by Jerome McCarthy as part of the marketing mix? - correct answer
✔✔Product, place, price, promotion
According to the chapter, "An annual ______ is the fundamental document every brand has for showing
the plan to grow and what profitability will result." - correct answer ✔✔Marketing plan
When was the global brand developed? - correct answer ✔✔1970s
Walmart and Home Depot are examples of what kind of store? - correct answer ✔✔Big-box store
An advertising agency team member, the _____ is in charge of communications strategy. - correct
answer ✔✔Account planner
, According to the chapter, what was the beginning of the end of mom and pop stores? - correct answer
✔✔Chain stores
According to the chapter, during what time period did discount pricing become "the marketing tool of
choice and many manufacturers priced themselves right out of profitability and eventually out of
business"? - correct answer ✔✔1960s-1970s
True or False: The art director is the person who determines what an ad will look like. - correct answer
✔✔True
True or False: A predictive study is research designed to predict future sales volumes with different
marketing mix options. - correct answer ✔✔True
True or False: According to the chapter, marketing is a science. - correct answer ✔✔True
True or False: Amazon started by selling books. - correct answer ✔✔True
True or False: Discount pricing became the marketing tool of choice and many manufacturers grew in
profitability and marketability because of it. - correct answer ✔✔False
True or False: Price and place have an impact on the perceived exclusivity of a brand. - correct answer
✔✔True
True or False: When creating a brand, the work of the copywriter and art director takes place before the
media planner makes decisions about where - and in which media vehicles - to reach a target audience. -
correct answer ✔✔False
Bill Bernbach was the first agency executive to have copywriters and art directors work in teams.
According to the chapter, how did this new tactic revolutionize ad creation? - correct answer ✔✔Ideas
almost instantly became more interesting and more creative.
According to the chapter, a(n)________ "can be more effective than an independent agency in that they
work within the same marketing team at the same location." - correct answer ✔✔In-house agency
