Which of the following marketing communications objectives is one in which marketing communications managers not only try to educate target consumers about the brand itself but also try to do so in such a way that the brand image will result in an overall liking toward the brand?
a. brand feeling c. brand recognition
b. brand attitude d. brand sample
Question 2Which of the following is a way to capture brand awareness that involves exposing subjects to certain stimuli (e.g., an advertising slogan) and then a series of brand names?
a. brand awareness c. brand association
b. brand recognition d. None of the above.
Question 3Which of the following is not a measure of repeat purchase?
a. repeat purchase c. brand purchase
b. brand loyalty d. brand satisfaction
Question 4Which of the following is not a measure of brand trial?
a. brand purchase c. brand loyalty
b. purchase intention d. None of the above.
Question 5Which of the following is not a measure of brand attitude?
a. affective brand c. brand preference
b. brand acceptance d. brand purchase
Question 6Which of the following refers to when consumers are asked about a certain product, the brand in question is evoked quickly and with relative ease compared to other brands?
a. brand recall c. top-of-mind awareness
b. aided-brand recall d. None of the above.
Question 7Which of the following refers to the state of mind in which consumers can easily recall the brand?
a. brand recall c. top-of-mind awareness
b. aided-brand recall d. None of the above.
Question 8Which of the following refers to a way to capture brand awareness that involves asking subjects about what they remember in relation to a brand in question?
a. brand recall c. top-of-mind awareness
b. aided-brand recall d. None of the above.
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