Question 1

Consumer empowerment is typically based on:

Accepted Answer

A

Question 2

Which of the following is an example of "murketing"?

Accepted Answer

"Murketing" refers to marketing strategies that are intentionally ambiguous or deceptive, often using sneaky tactics to promote a product without consumers realizing they are being marketed to. Creating a fake documentary in which characters use the product is a clear example of murketing.

Question 3

Iams is a popular pet food company founded in 1946.More recently they have begun to sell pet insurance.This is an example of:

Accepted Answer

This is an example of brand extension, where a company uses its existing brand name to introduce a new product or service category. In this case, Iams is leveraging its brand recognition and reputation in the pet food industry to sell pet insurance.

Question 4

Brand researchers spend many hours observing people as they walk around stores in order to find out how they interact with products.This method of research is called:

Accepted Answer

Ethnography is a method of qualitative research that involves observation and description of people in their natural settings. In this case, brand researchers are observing people in stores to understand how they interact with products. Cultural analysis looks at larger cultural trends and patterns, heuristic inquiry is a problem-solving approach that emphasizes intuition and creativity, and reality testing is a psychological term related to testing one's perceptions against reality. Therefore, option B is the best fit as it accurately describes the observation and description of people's behavior with products in their everyday environment.

Question 5

Companies strive to understand their customers,anticipating their buying behavior so that they can sell them the products or services they want in just the way they want it.At the heart of this approach is the notion of the:

Accepted Answer

The sovereign consumer is the concept that emphasizes the idea that consumers have the power to choose from a variety of products, and they are in control of their purchasing decisions. Companies try to understand their customers to anticipate their buying behavior and offer products or services that meet their needs and desires. This approach is centered around the notion of the sovereign consumer.

Question 6

Which of the following is characteristic of what Rob Walker describes as the "click" phenomenon?

Accepted Answer

According to Rob Walker, the "click" phenomenon is characterized by the fact that consumers are no longer captive audiences in the way they once were. This means that consumers have greater power and can easily find information about products and brands, as well as interact with them via the internet.

Question 7

The relationship between cultural expression and commercial expression is blurred in which of the following scenarios?

Accepted Answer

In all of the scenarios listed, cultural expression and commercial expression are intertwined, making the line between the two blurred. In (A), purchasing a product that supports a specific cause or cultural issue is often seen as a way to express one's values or beliefs. In (B), buying a specific brand of clothing can be seen as a way to express membership in a certain social group or cultural identity. And in (C), choosing a specific brand of computer can be seen as a way to express one's individuality or status.

Question 8

Early advertising highlighted the uniqueness of a product and was based on a formula that included all of the following claims,except:

Accepted Answer

Environmental friendliness was not typically emphasized in early advertising; rather, the focus was on claims related to the product's effectiveness, desirability, and time-saving benefits.

Question 9

The concept of the "sovereign worker" is most closely tied to which of the following ideas?

Accepted Answer

The concept of the "sovereign worker" is closely tied to the idea of the entrepreneurial self, which emphasizes individual agency, self-development, and self-reliance. It positions the worker as a free agent in the labor market, able to control their own career and pursue opportunities that align with their personal goals and values.

Question 10

In which of the following examples is branding being used ethically?

Accepted Answer

Option A shows that the organization is using branding to establish a relationship with its various stakeholders, which is ethical because it benefits both the stakeholders and the organization.

Option B is not necessarily unethical, but it may be seen as manipulative because it uses emotion to sell a product.

Option C is unethical because the manufacturing company is misrepresenting its environmental responsibility to its customers.

Option D is also unethical because it is exploiting the insecurities of lower-income consumers to sell expensive products that they may not need or afford.

Question 11

The 21st century conception of "the marketplace" is a space where:

Accepted Answer

The 21st century conception of "the marketplace" emphasizes the branding and experience of shopping rather than simply the exchange of goods. This includes a focus on creating a unique and memorable shopping experience for consumers, with a strong emphasis on branding and creating a distinctive identity for the store or product.

Question 12

Advertisers and brand managers target children because children can be influential in household buying decisions through the:

Accepted Answer

The "Nag factor" refers to children's tendency to pester and repeatedly ask their parents for products they see in advertisements or want to try. Advertisers and brand managers target children with the hope that they will influence their parents' purchasing decisions through this behavior.

Question 13

The advertising firm hired by DeBeers to preserve the value of diamonds recommended each of the following,except:

Accepted Answer

The option of positioning DeBeers as an organization people would want to do business with was not recommended by the advertising firm hired by DeBeers to preserve the value of diamonds. The other options were recommended, such as giving diamonds to public personalities, using the phrase "A diamond is forever" to construct diamonds as family treasures and keepsakes, and writing scenes of men buying engagement rings into movie scripts.

Question 14

It is important to understand branding primarily in order to:

Accepted Answer

Understanding branding allows us to critically analyze the impact of corporate entities on our world and engage in more reflective and informed discussions about our relationship to consumer culture. While understanding a product's unique selling proposition may be one aspect of branding, it is not the primary reason for its importance. Becoming immune to advertising messages may have some benefits, but it does not necessarily require an understanding of branding. Identifying best practices for promoting ourselves as we engage in the discourse of enterprise is more related to personal branding than branding in general.

Question 15

Which of the following is an example of people being branded?

Accepted Answer

Paris Hilton is famous for being famous, which is an example of people being branded.

Question 16

Which of the following organizations engage in branding?

Accepted Answer

All of the above organizations engage in branding. Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or organization from others. The Coca-Cola Company is a well-known brand that uses its logo and packaging to differentiate its products from other sodas. Amnesty International also has a brand that represents its mission to protect human rights around the world. The University of North Carolina at Chapel Hill also has a brand that represents its values and reputation as an academic institution.

Question 17

In Mastercard advertisements,people have "priceless" experiences enabled by Mastercard.This is an example of:

Accepted Answer

The Mastercard advertisements aim to emotionally connect with their audience by showcasing the "priceless" moments in life that the use of Mastercard can enable. This is an example of emotional branding, where the brand tries to create an emotional connection with the target audience.

Question 18

For about the first 100 years of modern advertising the very notion of the brand was intimately connected with:

Accepted Answer

In the early days of modern advertising, brands were primarily associated with perishable household items such as soap, flour, and canned goods. This is because these products were mass-produced and required branding for differentiation in an increasingly crowded marketplace. The concept of branding eventually expanded to other industries, but perishable household items were the primary focus in the early stages of modern advertising.

Question 19

Mountain Dew ads imply that drinking Mountain Dew will open up a world of excitement where you can do ("dew")anything.The constructed meaning associated with this brand is an example of the:

Accepted Answer

The constructed meaning associated with Mountain Dew is an example of the floating signifier effect. This is because the brand's messaging is not tied to any specific meaning or definition, but instead encourages consumers to associate the drink with excitement and freedom to do anything they want ("dew").

Question 20

In the second half of the 19th century,branding was:

Accepted Answer

In the second half of the 19th century, branding was used for multiple purposes. One of the primary goals was to develop customer loyalty through building trust and recognition of a particular product or company. However, branding was also used to expand the market by creating new needs and desires among people, such as through advertising or creating a sense of social status associated with a particular brand. Additionally, branding was used to distinguish one product from another and create a unique identity for each company or product. Therefore, all of the above options are correct.

Quiz 12: Branding and Consumption