Which of the following is a marketing communications goal that describes a desirable situation in which target consumers recognize the firm's brand as an acceptable choice for the product category?
a. brand acceptance c. brand listing
b. brand notice d. brand report
Question 2The respondent is asked to draw a picture of the brand; the interpretation of the drawing provides the researcher with an indicator of how well the respondent likes the brand. This is an example of which of the following measures?
a. projective c. perception
b. promotion d. None of the above.
Question 3Which of the following refers to methods used to capture respondents' perceptions, thoughts, and feelings about a brand in very indirect ways?
a. projective measures c. perceptive measures
b. ascertaining measures d. None of the above.
Question 4Which of the following measures uses adjectives about the product?
a. thought-elicitation procedure c. semantic differential
b. mushiness index d. None of the above.
Question 5Which of the following is a measure capturing attitude strength?
a. thought-elicitation procedure c. semantic differential
b. mushiness index d. None of the above.
Question 6Which of the following procedures describes a method designed to measure the consumer's attitude toward the brand by capturing the kind of thoughts articulated by the respondent about the brand?
a. thought elicitation c. semantic differential
b. mushiness d. None of the above.
Question 7Which of the following measures captures attitude by taking into account many benefits and costs of brand?
a. multiattribute attitude index c. affect-based attitude
b. cognitive-type attitude d. None of the above.
Question 8Brand attitude includes which of the following forms?
a. cognition; affect c. affect; realization
b. cognition; realization d. affect; promotional
Question 9Which of the following is a marketing communications goal that describes a desirable situation in which target consumers establish a favorable attitude toward a firm's brand based on an emotional response?
a. brand attitude c. affective brand attitude
b. cognitive brand attitude d. None of the above.
Question 10Which of the following is a marketing communications goal that describes a desirable
situation in which target consumers establish a favorable attitude toward the firm's brand based on rational beliefs?
a. brand attitude c. affective brand attitude
b. cognitive brand attitude d. None of the above.
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