The limit on the number of characters allowed for tweets on Twitter is _____ characters.
a. 75
b. 100
c. 140
d. 160
e. unlimited
Question 2Related to the brand name is a graphic design element called a brand _____.
a. symbol
b. trademark
c. logo
d. image
e. visual
Question 3Which of the following successful media campaigns relied on a consumer-generated story about the brand?
a. Old Spice's Smell Like a Man, Man
b. Nike's Write the Future
c. UPS's Driver for a Day
d. Burger King's Whopper Sacrifice
e. Evian's Roller Babies
Question 4In evaluating candidate names during the Brand Naming Process, names are evaluated using criteria such as _____.
a. managers' subjective judgment of the suitability of the name
b. consumers' awareness level
c. technological aspects of the product
d. favorability of association conjured up by the name
e. economic conditions that may impact the market
Question 5Facebook earns its revenue primarily from _____.
a. advertising
b. membership fees
c. corporate profile fees
d. selling data
e. It doesn't earn revenue yet.
Question 6Which of the following is NOT a step of the brand naming process?
a. register a trademark
b. specify objectives for the brand name
c. evaluate candidate names
d. determine communication priorities
e. create candidate brand names
Question 7What percentage of Facebook users check the site daily?
a. 10 percent
b. 25 percent
c. 50 percent
d. 75 percent
e. 88 percent
Question 8Which philosophy implies that when a name does not have much preexisting meaning, subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?
a. phonemic symbolism philosophy
b. empty-vessel philosophy
c. clean-slate philosophy
d. suggestive philosophy
e. blank-slate philosophy
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