Swiffer has come out with a new product that is designed to work like a vacuum to clean up small spills and messes. After the initial ads ran, Swiffer marketing executives measured levels of brand awareness, message comprehension, and attitudes toward the brand. These measures are all examples of:
a. communication outcomes.
b. behavioral objectives.
c. purchase history.
d. media allocations.
Question 2Cyan-Eyed, a popular eye-makeup brand, uses the same name for their new line of cosmetics and body lotions. This is an example of:
a. brand licensing.
b. line extension.
c. brand extension.
d. brand preference.
Question 3All of the following are factors causing problems with estimating sales volume from test markets EXCEPT:
a. unrealistic store conditions.
b. overattention.
c. time lapse.
d. media isolation.
Question 4The term short-term solution in a Marcom program refers to:
a. not spending enough on initial promotions and instead putting budget dollars into television and other types of advertising.
b. allocating budget dollars to only one type of promotion for a product.
c. spending excessive amounts on promotion to create quick sales while failing to invest sufficiently in advertising to build a brand's long-term equity.
d. basing a program's marcom needs on what competitors are doing with similar brands.
Question 5A brand name that has been given legal protection is known as a:
a. patent.
b. copyright.
c. trademark.
d. royalty.
Question 6A marketer conducted a test-market for a new product and attained a 4 market share in the test city. As a result, the company projected that the product's market share will be 4 after launching the product nationally. Which method is the marketer using to project test-market results?
a. Ratio of test product sales to total company sales.
b. Straight trend projection.
c. Market penetration x repeat-purchase rate.
d. National estimation method.
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