Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them. Which approach to enhancing brand equity is this known as?
a. message-driven approach
b. leveraging approach
c. trial-and-error approach
d. speak-for-itself approach
e. initial approach
Question 2Which of the following types of online ads is NOT considered rich media?
a. banner ads
b. pop-up ads
c. interstitials
d. superstitials
e. video ads
Question 3Which of the following is a symbolic need that can be addressed by a marcom appeal?
a. self-enhancement
b. cognitive stimulation
c. sensory pleasure
d. variety
e. physical exercise
Question 4Online advertising formats that use motion, sights, and sounds are referred to as _____.
a. banner ads
b. third screen media
c. CTRs
d. rich media
e. webblogs
Question 5What is necessary to create favorable, strong, and unique associations about a brand?
a. heavy mass media advertising
b. co-branding
c. sustained marketing communications
d. ingredient-branding
e. brand preference
Question 6Which of the following is a type of standard ad unit (SAU) endorsed by the Internet Advertising Bureau (IAB) for banner ads?
a. medium rectangle
b. wide skyscraper
c. rectangle
d. leaderboard
e. All of these are correct.
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