Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition , 9th Edition By Terence A. Shimp – Test Bank
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Sample Test
Chapter 3—Brand Adoption, Brand Naming, and Intellectual
Property Issues
TRUE/FALSE
1. The
notions of trial and repeat purchase are particularly apt for inexpensive
consumer packaged goods.
ANS:
T
PTS: 1
2. Huge
investments and concerted efforts to introduce new products and services almost
always guarantee success.
ANS:
F
PTS: 1
3. The
three main stages through which an individual becomes an adopter of a new or
even established product are the awareness, trier, and repeater classes.
ANS:
T
PTS: 1
4. The
first step in facilitating adoption is to make the consumer aware of a new
product’s existence.
ANS:
T
PTS: 1
5. The
four variables that influence the awareness class include free samples,
coupons, advertising, and price.
ANS:
F
PTS: 1
6. Distribution
is one of the variables that influences the awareness class.
ANS:
T
PTS: 1
7. Free
samples is one of the variables that influences the trier class.
ANS:
T
PTS: 1
8. Demographics,
distribution, and price are the variables that affect the trier class.
ANS:
F
PTS: 1
9. Repeat
purchasing is a function of advertising, coupons, distribution, and product
satisfaction.
ANS:
F
PTS: 1
10.
Consumer satisfaction is the major determinant of repeat
purchasing.
ANS:
T
PTS: 1
11.
Relative advantage is a function of consumer perception and
whether a product is better by objective standards.
ANS:
F
PTS: 1
12.
Relative advantage is positively correlated with an innovation’s
adoption rate.
ANS:
T
PTS: 1
13.
The degree to which an innovation is perceived to fit into a
person’s way of doing things is termed compatibility.
ANS:
T
PTS: 1
14.
Innovations that are compatible with a person’s existing
situation require more effort to incorporate into one’s consumption lifestyle.
ANS:
F
PTS: 1
15.
Compatibility refers to an innovation’s degree of perceived
difficulty.
ANS:
F
PTS: 1
16.
The extent to which an innovation can be used on a limited basis
prior to making a full-blown commitment is referred to as compatibility.
ANS:
F
PTS: 1
17.
In general, products that lend themselves to trialability are
adopted at a more rapid rate.
ANS:
T
PTS: 1
18.
Trialability is the degree to which the product user or other
people can observe the possible effects of new product usage.
ANS:
F
PTS: 1
19.
In general, products whose benefits lack observability are
generally slower in adoptability.
ANS: T
PTS: 1
20.
It is possible to quantify the five adoption determining factors
in terms of their importance and evaluation of effectiveness to arrive at a
total score that indicates the likelihood that a new product will succeed.
ANS: T
PTS: 1
21.
The adoption process is concerned with the issue of how an
innovation is communicated and adopted throughout the marketplace.
ANS:
F
PTS: 1
22.
Providing detailed warranty and complaint-procedure information
on labels or in package inserts can minimize perceptions of risk.
ANS:
T
PTS: 1
23.
A brand is a company’s unique designation, or trademark, which
distinguishes its offering from the other product category entries.
ANS: T
PTS: 1
24.
The name chosen for a brand affects the speed with which
consumers become aware of the brand.
ANS:
T
PTS: 1
25.
Brand names can influence consumers’ perceptions and attitudes.
ANS:
T
PTS: 1
26.
A good brand name should be similar to its major competitor’s
brand name.
ANS:
F
PTS: 1
27.
A good brand name will help consumers to identify who your
competitors are.
ANS:
F
PTS: 1
28.
The Clayton Act of 1995 protects owners of brand names and logos
from other companies using identical or similar names.
ANS:
F
PTS: 1
29.
In legal terms, brand names and logos are referred to as
trademarks.
ANS:
T
PTS: 1
30.
Stealing well-known brand names is widely practiced in some
newly emerging market economies, such as China.
ANS:
T
PTS: 1
31.
Suggestive brand names provide consumers with the freedom to
interpret benefit claims that best meet their needs.
ANS:
F
PTS: 1
32.
Brand names sometimes are made-up names rather than selected
from actual words found in dictionaries.
ANS:
T
PTS: 1
33.
Individual sounds provide meaning about a brand through a
process of sound transference.
ANS:
F
PTS: 1
34.
Research has demonstrated that brand names that include back
vowels (versus front vowels) convey attribute qualities such as smallness,
lightness, mildness, thinness, femininity, weakness, and prettiness.
ANS:
F
PTS: 1
35.
Because there has been a significant amount of research on brand
names, new products don’t succeed without following the “rules.”
ANS:
F
PTS: 1
36.
Brand names are sometimes selected based on the empty-vessel
philosophy.
ANS:
T
PTS: 1
37.
The first step of the brand naming process is to create
candidate brand names.
ANS:
F
PTS: 1
38.
The last step in the brand naming process is to register a
trademark.
ANS:
T
PTS: 1
39.
A brand logo is a graphic design element of a brand.
ANS:
T
PTS: 1
40.
Generally speaking, good logos are those that convey essentially
the same meaning to all target members.
ANS:
T
PTS: 1
41.
Complexity enhances the likeability of a logo.
ANS:
F
PTS: 1
42.
Logos with abstract designs were found to produce more favorable
consumer responses than those with more concrete, natural designs.
ANS:
F
PTS: 1
43.
One purpose of the package is to break through competitive
clutter at the point of purchase.
ANS:
T
PTS: 1
MULTIPLE CHOICE
1. Which
of the following is NOT a main stage of the New Product Adoption Process?
|
a. |
unawareness class |
|
b. |
awareness class |
|
c. |
trier class |
|
d. |
repeater class |
|
e. |
All of these are main stagess |
ANS:
A
PTS: 1
2. A
variable that influences the awareness class would include _____.
|
a. |
free samples |
|
b. |
price discounts |
|
c. |
demographics |
|
d. |
product satisfaction |
|
e. |
All of these are correct. |
ANS:
A
PTS: 1
3. A
variable that does NOT influence the awareness class includes _____.
|
a. |
distribution |
|
b. |
advertising |
|
c. |
price |
|
d. |
coupons |
|
e. |
free samples |
ANS:
C
PTS: 1
4. The
notions of trial and repeat purchase are particularly apt for _____.
|
a. |
inexpensive consumer packaged goods |
|
b. |
high-end luxury goods |
|
c. |
brand awareness efforts |
|
d. |
advertising efforts |
|
e. |
industrial goods |
ANS:
A
PTS: 1
5. Though
not shown in the Brand Adoption Process Model, _____ (a form of free
advertising) also plays a significant role in facilitating brand awareness.
|
a. |
public relations |
|
b. |
sales promotion |
|
c. |
personal selling |
|
d. |
word-of-mouth |
|
e. |
on-line advertising |
ANS:
D
PTS: 1
6. A
variable that affects the trier class is _____.
|
a. |
price |
|
b. |
television advertising |
|
c. |
trade shows |
|
d. |
magazine advertising |
|
e. |
product satisfaction |
ANS:
A
PTS: 1
7. Repeat
purchasing is a function of _____.
|
a. |
advertising |
|
b. |
price |
|
c. |
distribution |
|
d. |
product satisfaction |
|
e. |
All of these are correct. |
ANS:
E
PTS: 1
8. A variable
that does NOT influence the repeater class would be _____.
|
a. |
product satisfaction |
|
b. |
free samples |
|
c. |
distribution |
|
d. |
price |
|
e. |
advertising |
ANS:
B
PTS: 1
9. The
degree to which a product innovation is perceived as better than existing
alternatives is termed _____.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
complexity |
|
d. |
trialability |
|
e. |
observability |
ANS:
A
PTS: 1
10.
Relative advantage is a function of _____.
|
a. |
consumer perception |
|
b. |
increased comfort |
|
c. |
savings in time and effort |
|
d. |
immediacy of reward |
|
e. |
objective standards |
ANS:
A
PTS: 1
11.
The degree to which an innovation is perceived to fit into a
person’s way of doing things is termed _____.
|
a. |
observability |
|
b. |
complexity |
|
c. |
trialability |
|
d. |
compatibility |
|
e. |
relative advantage |
ANS:
D
PTS: 1
12.
A new cosmetic product that matches consumers’ needs, personal
values, beliefs, and past experiences has the _____ innovation-related
characteristic that increases the likelihood of adoption.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
observability |
|
d. |
complexity |
|
e. |
trialability |
ANS:
B
PTS: 1
13.
Aerobics was initially considered a woman’s sport, but societal
attitudes toward aerobics have changed and many health clubs are now offering
co-ed aerobics classes. The change in societal attitudes toward men engaging in
aerobics represents an increased _____ for this activity.
|
a. |
relative advantage |
|
b. |
trialability |
|
c. |
compatibility |
|
d. |
observability |
|
e. |
complexity |
ANS:
C
PTS: 1
14.
Rugby was initially considered a men’s sport, but societal
attitudes have changed and more schools have women’s rugby teams. This change
in societal attitudes toward women playing rugby represents increased _____ for
this activity.
|
a. |
relative advantage |
|
b. |
trialability |
|
c. |
compatibility |
|
d. |
complexity |
|
e. |
observability |
ANS: C
PTS: 1
15.
An innovation’s degree of perceived difficulty is referred to as
_____.
|
a. |
compatibility |
|
b. |
relative advantage |
|
c. |
complexity |
|
d. |
trialability |
|
e. |
observability |
ANS:
C
PTS: 1
16.
The extent to which an innovation can be used on a limited basis
prior to making a full-blown commitment is referred to as _____.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
complexity |
|
d. |
observability |
|
e. |
trialability |
ANS: E
PTS: 1
17.
Trialability is tied closely to the concept of _____.
|
a. |
sensation transfer |
|
b. |
perceived risk |
|
c. |
memory cues |
|
d. |
association enhancement |
|
e. |
sensation transference |
ANS:
B
PTS: 1
18.
The Wave Runner is a marina which retails recreational water
gear. The Wave Runner recently started promoting an O’Brien trick ski that has
an innovative design. This same ski is offered at a lower price under a less
prestigious brand name, but consumers perceive the O’Brien ski to be a higher
quality product. In this case, the O’Brien ski is favored because of the
product’s perceived _____.
|
a. |
observability |
|
b. |
trialability |
|
c. |
relative advantage |
|
d. |
complexity |
|
e. |
compatibility |
ANS: C
PTS: 1
19.
Suppose that the Wave Runner marina, a retailer of recreational
water gear, allows customers the opportunity to use the innovative O’Brien ski
prior to actually purchasing one. This innovative product might now be adopted
more quickly because of an increase in _____.
|
a. |
observability |
|
b. |
trialability |
|
c. |
relative advantage |
|
d. |
complexity |
|
e. |
compatibility |
ANS:
B
PTS: 1
20.
The degree to which the product user or other people can notice
the positive effects of new product usage is referred to as _____.
|
a. |
complexity |
|
b. |
compatibility |
|
c. |
relative advantage |
|
d. |
observability |
|
e. |
trialability |
ANS:
D
PTS: 1
21.
In quantifying the Adoption-Influencing Characteristics, two
factors are rated. These are _____.
|
a. |
relative advantage and trialability |
|
b. |
perceived value and risk |
|
c. |
importance and evaluation |
|
d. |
risk and reward |
|
e. |
costs and benefits |
ANS:
C
PTS: 1
22.
Brand names have been described as _____ that activate images in
target audiences’ collective minds.
|
a. |
cerebral switches |
|
b. |
silent salespersons |
|
c. |
consumer cues |
|
d. |
fact facilitators |
|
e. |
sensation transferers |
ANS: A
PTS: 1
23.
The name chosen for a brand does three things—affects the speed
with which consumers become aware of the brand, influences the brand’s image,
and ______.
|
a. |
increases sales |
|
b. |
reduces the impact of competitive offerings |
|
c. |
plays a major role in brand equity
formation |
|
d. |
increases consumers’ knowledge of the
product |
|
e. |
enhances share-of-voice |
ANS:
C
PTS: 1
24.
A good brand name should _____.
|
a. |
distinguish the brand from competitive
offerings |
|
b. |
describe the brand and its attribute
benefits |
|
c. |
achieve compatibility with a brand’s
desired image |
|
d. |
be memorable and easy to pronounce |
|
e. |
All of these are correct. |
ANS:
E
PTS: 1
25.
The _____ protects owners of brand names and logos from other
companies using the identical or similar names.
|
a. |
Sherman Act |
|
b. |
Magnuson Moss Act |
|
c. |
Federal Trademark Dilution Act |
|
d. |
Clayton Act |
|
e. |
Robinson Patman Act |
ANS: C
PTS: 1
26.
_____ brand names are those that imply particular attributes or
benefits in the context of a product category.
|
a. |
Objective |
|
b. |
Subjective |
|
c. |
Implicit |
|
d. |
Symbolic |
|
e. |
Suggestive |
ANS: E
PTS: 1
27.
Compaq, Acura, and Lexus are names created from _____, which are
the semantic kernels of words.
|
a. |
adverbs |
|
b. |
phonemes |
|
c. |
synonyms |
|
d. |
morphemes |
|
e. |
compounds |
ANS:
D
PTS: 1
28.
Individual sounds, called phonemes, provide meaning about a
brand through a process of _____.
|
a. |
sound symbolism |
|
b. |
morphing |
|
c. |
encoding specificity |
|
d. |
sound morphing |
|
e. |
telephony |
ANS:
A
PTS: 1
29.
Research has demonstrated that brand names that include _____
convey attribute qualities such as smallness, lightness, mildness, thinness,
femininity, weakness, and prettiness.
|
a. |
consonants |
|
b. |
front vowels |
|
c. |
back vowels |
|
d. |
short vowels |
|
e. |
long vowels |
ANS: B
PTS: 1
30.
Which 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 |
ANS:
B
PTS: 1
31.
Which of the following is NOT a step of the brand naming
process?
|
a. |
register trademark |
|
b. |
specify objectives for the brand name |
|
c. |
evaluate candidate names |
|
d. |
determine communication priorities |
|
e. |
create candidate brand names |
ANS:
D
PTS: 1
32.
In 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 |
ANS:
D
PTS: 1
33.
Related to the brand name is a graphic design element called a
brand _____.
|
a. |
symbol |
|
b. |
trademark |
|
c. |
logo |
|
d. |
image |
|
e. |
visual |
ANS:
C
PTS: 1
34.
A good logo should _____.
|
a. |
be very simple |
|
b. |
be very complex |
|
c. |
be recognized easily |
|
d. |
convey different meanings to the
various target members |
|
e. |
All of these are correct. |
ANS:
C
PTS: 1
35.
_____ refers to a number of different author or company
creations for which a set of exclusive rights are recognized under law.
|
a. |
Legal tender |
|
b. |
Intellectual property |
|
c. |
Tangible property |
|
d. |
Assets |
|
e. |
Recoverable assets |
ANS:
B
PTS: 1
36.
All of the following are types of intellectual property except
_____.
|
a. |
patents |
|
b. |
playbills |
|
c. |
copyrights |
|
d. |
trademarks |
|
e. |
None of these are correct. |
ANS: B
PTS: 1
37.
Marketers are concerned with intellectual property because they
wish to protect _____.
|
a. |
brand assets |
|
b. |
actual ideas |
|
c. |
revenue |
|
d. |
corporate secrets |
|
e. |
All of these are correct. |
ANS: A
PTS: 1
38.
A _____ permits an author or a firm to secure a monopoly or
exclusive rights to use an invention for a period of 20 years.
|
a. |
copyright |
|
b. |
playbill |
|
c. |
patent |
|
d. |
agreement |
|
e. |
trademark |
ANS: C
PTS: 1
39.
For how many years does a patent grant the holder exclusive
rights to use an invention?
|
a. |
5 years |
|
b. |
15 years |
|
c. |
20 years |
|
d. |
75 years |
|
e. |
forever |
ANS:
C
PTS: 1
40.
How many types of patents exist in the United States?
|
a. |
1 |
|
b. |
3 |
|
c. |
5 |
|
d. |
10 |
|
e. |
100 |
ANS:
B
PTS: 1
41.
Which type of patent is the most frequent type in the United
States?
|
a. |
utility |
|
b. |
design |
|
c. |
plant |
|
d. |
copyright |
|
e. |
trademark |
ANS: A
PTS: 1
42.
Patents for inventions including biological, business method,
chemical, and software patents are of the _____ type.
|
a. |
utility |
|
b. |
design |
|
c. |
plant |
|
d. |
copyright |
|
e. |
trademark |
ANS: A
PTS: 1
43.
Patents that protect the appearance of shape, rather than the
utilitarian function of an invention, is of the _____ type.
|
a. |
utility |
|
b. |
design |
|
c. |
plant |
|
d. |
copyright |
|
e. |
trademark |
ANS: B
PTS: 1
44.
_____ patents offer protection for discovery of certain
naturally occurring and previously uncultivated plants or for the breeding of
novel plants.
|
a. |
Utility |
|
b. |
Design |
|
c. |
Plant |
|
d. |
Copyright |
|
e. |
Trademark |
ANS: C
PTS: 1
45.
VOSS water has an unusual shape. It may hold a _____ patent.
|
a. |
utility |
|
b. |
design |
|
c. |
plant |
|
d. |
copyright |
|
e. |
trademark |
ANS:
B
PTS: 1
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