Question 1

Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home. Until she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid needs to initiate a program to encourage:
A) repeat consumption
B) repeat purchase
C) brand trial
D) purchase frequency

Accepted Answer

Kool-Aid needs to encourage repeat consumption because the issue is that consumers have multiple packages but are not using them quickly enough to necessitate further purchases. By encouraging consumption, they can increase the rate at which the product is used, leading to more frequent purchases.

Question 2

Brands increasingly encourage website visits, interaction with other customers on social media and viewing or posting videos in content communities. This digital fostering of brand experience is a current form of:
A) brand experience
B) purchase timing
C) shopper marketing
D) multi-level marketing

Accepted Answer

The answer of Brands increasingly encourage website visits, interaction with...

Question 3

Which of the following is NOT one of the four communication objectives accommodated by the R&P framework?
A) Market share growth
B) Brand purchase intention
C) Brand attitude
D) Category need

Accepted Answer

The R&P framework (Rossiter and Percy) focuses on communication objectives such as brand awareness, brand attitude, brand purchase intention, and category need. Market share growth is a business outcome, not a direct communication objective.

Question 4

The "category need" communication objective is also known as:
A) brand switching
B) demand build
C) non-user stimulation
D) market share growth

Accepted Answer

The "category need" communication objective is focused on building demand for a product category as a whole, rather than just promoting a specific brand or product. It aims to increase overall interest and awareness for a particular type of product, which can ultimately lead to market share growth. This objective is often used when a new product category is being introduced or when the category as a whole is experiencing a decline in sales. It is also referred to as "demand build." The other options, brand switching, non-user stimulation, and market share growth, refer to different communication objectives that have unique goals and strategies.

Question 5

Every single point of communication should contribute to a target audience's understanding and knowledge of the brand name. This universal communication objective is known as:
A) brand attitude
B) brand awareness
C) brand insistence
D) market saturation

Accepted Answer

The universal communication objective that every single point of communication should contribute to a target audience's understanding and knowledge of the brand name is known as brand awareness. It is important for a brand to establish strong brand awareness as it helps in building brand loyalty and eventual sales. Brand attitude refers to how a customer feels about the brand, brand insistence is the degree to which a customer is loyal to a particular brand and market saturation refers to the point at which a market becomes fully saturated with a particular product or brand.

Question 6

at the point of purchase based on past messages can be sufficient for brand consideration or purchase.
A) Brand recognition
B) Brand preference
C) Brand recall
D) Brand superiority

Accepted Answer

Brand recognition at the point of purchase can be sufficient for brand consideration or purchase because it involves the consumer's ability to identify a brand among others, which can influence their buying decision.

Question 7

The _________brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward.
A) maintained
B) modified
C) established
D) increased

Accepted Answer

The question is asking for the type of brand attitude when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward. This suggests a change or modification in the brand attitude. Therefore, the best choice is B) modified.

Question 8

The consumer's overall evaluation of the brand is known as __________.
A) branding
B) brand attitude
C) brand consideration
D) brand value

Accepted Answer

Brand attitude is the consumer's overall evaluation or feeling towards a brand. Branding refers to the process of creating a brand identity, while brand consideration refers to whether a consumer would consider purchasing a particular brand. Brand value relates to the financial worth of a brand.

Question 9

Which of the following is NOT a communication objective option for brand attitude?
A) Favour brand attitude
B) Create or establish brand attitude
C) Maintain brand attitude
D) Increase brand attitude

Accepted Answer

"Favour brand attitude" is not a recognized communication objective option for brand attitude. The recognized objectives typically involve creating, establishing, maintaining, or increasing a brand attitude, rather than favoring it, which is a more ambiguous term.

Question 10

Brand recall is often referred to as:
A) product knowledge
B) product demand
C) unaided brand awareness
D) message acceptance

Accepted Answer

Unaided brand awareness refers to a consumer's ability to recall a brand from memory without any prompts or aids, which is the definition of brand recall. Product knowledge, product demand, and message acceptance are not the same as brand recall.

Quiz 5: Objectives for the Imc Plan

Brands increasingly encourage website visits, interaction with other customers on social media and viewing or posting videos in content communities. This digital fostering of brand experience is a current form of:

Which of the following is NOT one of the four communication objectives accommodated by the R&P framework?

The "category need" communication objective is also known as:

Every single point of communication should contribute to a target audience's understanding and knowledge of the brand name. This universal communication objective is known as:

at the point of purchase based on past messages can be sufficient for brand consideration or purchase.

The _________brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward.

The consumer's overall evaluation of the brand is known as __________.

Which of the following is NOT a communication objective option for brand attitude?

Brand recall is often referred to as: