1054 Study Questions - Test #1

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Fanshawe College *

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1054

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Marketing

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Jun 18, 2024

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Uploaded by UltraFang14461

MKTG-1054 Advertising and Branding STUDY QUESTIONS in preparation for TEST #1 Chapter 1 Define marketing. Define Integrated Marketing Communications. Name the three types of advertising. (p6) What is publicity? What is the difference between promotion and sales promotion.? How does the position on the Product Life Cycle influence the effectiveness of advertising? Name and describe seven issues influencing advertising planning. What laws and regulations apply to advertising and marketing? Chapter 2 Briefly explain Maslow’s Hierarchy of Needs Describe the four forms of self=concept and explain how they apply to advertising. How do marketers account for a person’s attitudes and perceptions? What are reference groups and how do they influence buying behaviour? Define positioning. What is the difference between demographic and psychographic segmentation? What is geodemographics? Give two examples of behaviour response targeting. Describe and find an example of each of the five positioning options. Chapter 3 Strategic Planning for Marketing What three features are present for every level of planning? What is the difference between an objective and an strategy? Strategy is about making _____________________. What is the difference between a mission statement and a vision statement? What are the four major strategy options for a company?

Why does so much analysis occur at the beginning of a Marketing Plan? What is a positioning statement? What does SWOT stand for? What are the differences between a Marketing Plan and a Marketing Communication Plan? What is a value proposition? What is a positioning statement? Chapter 4 Brands and Brand Management Branding is about creating ___________________________ . Where does a brand reside? What is the difference between a brand and a product? What are the five levels of meaning for a product? Define branding. How do brands create or reduce risk for consumers? Summarize the process of building brand equity. Give an example of a brand that is: a product a service a retail outlet a person a non-profit organization an idea or cause a place an entertainment Branding faces many challenges and opportunities. Name five and describe them. What are the four steps in the strategic brand management process? Chapter 5 Brand Equity and Positioning Define consumer based brand equity. What are the two soures of brand equity? Brand awareness is comprised of what two components? Define brand awareness, brand recognition and brand recall. Name three advantages of brand awareness.

Name the two components of brand image. What is brand positioning? What is market segmentation? Give two examples of behavioural segmentation. Name the four criteria that are used to guide segmentation and target market decisions. What is competitive analysis (p145) What is a Point of Difference? Explain laddering. What is a brand mantra? What is the difference between a brand mantra and a slogan or tagline? Chapter 10 Branding in the Digital Era We discussed 10 key issues for branding in the digital era. Name five and describe each one. What does it mean to co-create a brand? What is brand engagement? Describe negative brand engagement. Give two examples for each: paid, owned and earned media. Describe the pros and cons of the primary paid channels. (p352)

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