Question 1

'Arranged Marriages' are a type consumer/brand relationship typology where the brand is imposed by a third party.

Accepted Answer

In arranged marriages, a third party usually imposes the brand, in contrast to love marriages where the individual chooses the brand themselves. Therefore, arranged marriages can be considered a type of consumer/brand relationship typology where the brand is imposed by a third party.

Question 2

A 'brand' could be described as

Accepted Answer

A brand is not just a physical product, but also its identity, values, and personality that resonate with its target audience. Therefore, option B- personality, is the best choice. Option A-product, C-price, and D-promotion are only components that contribute to the overall brand experience, but not the complete definition of a brand.

Question 3

Mars chocolate drinks are an example of a

Accepted Answer

Mars chocolate drinks are a brand extension, which is the practice of using an existing brand name to introduce a new product or service in a different category. In this case, Mars is using its well-known chocolate brand to introduce chocolate-flavored drinks.

Question 4

Which of the following is not considered a constituent of brand equity?

Accepted Answer

The answer of Which of the following is not considered...

Question 5

If 'Dairy Milk' is Kraft's bastion brand, then what would 'Whole Nut' be?

Accepted Answer

'Whole Nut' is a flanker brand as it is a variation of the bastion brand 'Dairy Milk', with the addition of nuts. Flanker brands are created to target a specific market segment or offer a variation of the main product while leveraging the popularity of the bastion brand.

Question 6

In a client-side management role, a Category Manager is … a Product Manager.

Accepted Answer

The answer of In a client-side management role, a Category...

Question 7

Who of the following is not usually involved in the day to day running of client accounts?

Accepted Answer

Media buyers are typically not involved in the day to day running of client accounts, as their focus is on negotiating and purchasing media space for advertising campaigns. Account directors, managers, and executives are all involved in the daily management of client accounts.

Question 8

Which of the following is not normally part of a 'pitch'?

Accepted Answer

A 'pitch' typically includes presenting creative ideas, a strategy for the campaign, a breakdown of the budget, and an introduction to the agency. However, a detailed breakdown of media vehicles would be more appropriate for a media plan presentation rather than a pitch.

Question 9

Agency compensation today is mostly based upon

Accepted Answer

Today, agency compensation is increasingly shifting towards outcome-based incentives, meaning that agencies are compensated based on the results they deliver for their clients, rather than a set commission or hourly/weekly rate. This incentivizes agencies to focus on achieving specific goals and driving measurable results for their clients.

Quiz 6: Imc and Branding ; The Imc Client-Agency Relationship