Test Bank For Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition Terence A. Shimp

Description

Test Bank For Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition Terence A. Shimp

Table of Content

1. Overview of Integrated Marketing Communications.
2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.
3. Facilitating the Success of New Brands.
4. Targeting.
5. Positioning.
6. Objective Setting and Budgeting.
7. Overview of Advertising Management.
8. Effective and Creative Advertising Messages.
9. Message Appeals and Endorsers.
10. Measuring Advertising Message Effectiveness.
11. Advertising Media: Planning and Analysis.
12. Traditional Advertising Media.
13. Internet Advertising.
14. Other Advertising Media.
15. Sales Promotion and the Role of Trade Promotions.
16. Sampling and Couponing.
17. Premiums and Other Promotions.
18. Marketing-Oriented Public Relations and Word-of-Mouth Management.
19. Event and Cause Sponsorships.
20. Signage and Point of Purchase Communications.
21. Ethical, Regulatory, and Environmental Issues.

Chapter 3—Facilitating the Success of New Brands

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.Products that suffer from images of incompatibility often do not have sufficient funds to overcome their status.

ANS: T PTS: 1

16.Compatibility refers to an innovation’s degree of perceived difficulty.

ANS: F PTS: 1

17.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

18.In general, products that lend themselves to trialability are adopted at a more rapid rate.

ANS: T PTS: 1

19.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

20.In general, products whose benefits lack observability are generally slower in adoptability.

ANS: T PTS: 1

21.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

22.The adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

ANS: F PTS: 1

23.Providing detailed warranty and complaint-procedure information on labels or in package inserts can minimize negative word-of-mouth.

ANS: T PTS: 1

24.A brand is a company’s unique designation, or trademark, which distinguishes its offering from the other product category entries.

ANS: T PTS: 1

25.The name chosen for a brand affects the speed with which consumers become aware of the brand.

ANS: T PTS: 1

26.Brand names can influence consumers’ perceptions and attitudes.

ANS: T PTS: 1

27.A good brand name should be similar to its major competitor’s brand name.

ANS: F PTS: 1

28.A good brand name will help consumers to identify who your competitors are.

ANS: F PTS: 1

29.The Clayton Act of 1995 protects owners of brand names and logos from other companies using identical or similar names.

ANS: F PTS: 1

30. In legal terms, brand names and logos are referred to as trademarks.

ANS: T PTS: 1

31.Stealing well-known brand names is widely practiced in some newly emerging market economies, such as China.

ANS: T PTS: 1

32.Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

ANS: F PTS: 1

33.Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.

ANS: T PTS: 1

34.Individual sounds provide meaning about a brand through a process of sound transference.

ANS: F PTS: 1

35.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

36.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

37.Brand names are sometimes selected based on the empty-vessel philosophy.

ANS: T PTS: 1

38.The first step of the brand naming process is to create candidate brand names.

ANS: F PTS: 1

39.The last step in the brand naming process is to register a trademark.

ANS: T PTS: 1

40.A brand logo is a graphic design element of a brand.

ANS: T PTS: 1

41.Generally speaking, good logos are those that convey essentially the same meaning to all target members.

ANS: T PTS: 1

42.Complexity enhances the likeability of a logo.

ANS: F PTS: 1

43.Logos with abstract designs were found to produce more favorable consumer responses than those with more concrete, natural designs.

ANS: F PTS: 1

44.One purpose of the package is to break through competitive clutter at the point of purchase.

ANS: T PTS: 1

45.Packaging performs a major brand-equity role by creating or fortifying brand awareness.

ANS: T PTS: 1

46.The notion underlying good packaging is gestalt, which means that people react to the unified whole, not to the individual parts.

ANS: T PTS: 1

47.Orange is often described in terms such as active, stimulating, energetic and vital.

ANS: F PTS: 1

48.Yellow is a good attention getter.

ANS: T PTS: 1

49.Blue suggests coolness and refreshment.

ANS: T PTS: 1

50.Brown connotes abundance, health, calmness, and serenity.

ANS: F PTS: 1

51.Green signifies purity, cleanliness, and mildness.

ANS: F PTS: 1

52.Horizontal lines on a package evoke feelings of strength, confidence, and pride.

ANS: F PTS: 1

53.Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.

ANS: F PTS: 1

54.A package made of wood conveys feelings of prestige.

ANS: F PTS: 1

55.The four general features of the VIEW model that are used to evaluate a package are visibility, information, emotional appeal, and workability.

ANS: T PTS: 1

56.Emotional appeal signifies the ability of a package to attract attention at the point of purchase.

ANS: F PTS: 1

57.The major determinant of whether or not emotion is emphasized in a brand’s package is the nature of the product category and the underlying consumer behavior involved.

ANS: T PTS: 1

58.For a package to be effective, it must perform well on all the VIEW criteria.

ANS: F PTS: 1

59.To assess the potential success of a proposed package, each VIEW component can be rated, first, in terms of its importance and then with respect to how well the new package performs on each component, its evaluation score.

ANS: T PTS: 1

60.The first step of the package design process is to determine communication priorities.

ANS: F 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 the above are main stages of the model

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 the above

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 the above

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.For innovations that are not perceived by consumers as compatible with their lifestyle, a strategy for overcoming this involves heavy ____.

a.	sales promotion
b.	personal selling
c.	public relations
d.	trade promotions
e.	advertising

ANS: E PTS: 1

16.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

17.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

18.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

19.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

20.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

21.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

22.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

23.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

24.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

25.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 the above

ANS: E PTS: 1

26.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

27.____ 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

28.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

29.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

30.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

31.Because markets are dynamic, brands ____.

a.	can lose their effectiveness and have to be changed
b.	should imply specific attributes for a product category
c.	should be designed to evoke different feelings for various cultures
d.	should be complex
e.	should remain stable

ANS: A PTS: 1

32.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

33.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

34.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

35.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

36.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 the above

ANS: C PTS: 1

37.Shoppers spend approximately ____ viewing brands in a store before moving on or selecting an item and placing it in their shopping cart.

a.	3 to 5 seconds
b.	10 to 12 seconds
c.	15 to 30 seconds
d.	1 to 2 minutes
e.	4 to 5 minutes

ANS: B PTS: 1

38.The package should serve to ____.

a.	draw attention to a brand
b.	break the competitive clutter at the point of purchase
c.	justify price/value to the consumer
d.	signify brand features and benefits
e.	all of the above

ANS: E PTS: 1

39.Which of the following is considered a component of the packaging structure?

a.	color
b.	design
c.	physical materials
d.	size
e.	all of the above

ANS: E PTS: 1

40.The notion underlying good packaging is gestalt, which refers to the ____.

a.	notion that people react to the unified whole, not to the individual parts, of the package
b.	empty-vessel philosophy
c.	VIEW model
d.	degree of workability
e.	implied meaning of information on the package

ANS: A PTS: 1

41.A color that is often described as active, stimulating, energetic, and vital is ____.

a.	white
b.	black
c.	blue
d.	orange
e.	red

ANS: E PTS: 1

42.A color that is often associated with food is ____.

a.	green
b.	red
c.	white
d.	orange
e.	yellow

ANS: D PTS: 1

43.A warm color that has a cheerful effect on consumers is ____.

a.	red
b.	orange
c.	yellow
d.	white
e.	blue

ANS: C PTS: 1

44.Katherine is developing a package for a new consumer product. She should develop a ____ package because the main objective of her package is to attract attention.

a.	green
b.	white
c.	black
d.	yellow
e.	red

ANS: D PTS: 1

45.A color that connotes abundance, health, calmness, and serenity is ____.

a.	blue
b.	green
c.	yellow
d.	orange
e.	purple

ANS: B PTS: 1

46.A color that has come to stand for environmentally friendly products is ____.

a.	yellow
b.	white
c.	green
d.	red
e.	brown

ANS: C PTS: 1

47.A color that suggests coolness and refreshment is ____.

a.	blue
b.	red
c.	orange
d.	green
e.	yellow

ANS: A PTS: 1

48.____ refers to the organization of the elements on a package.

a.	Structure
b.	Design
c.	Layout
d.	Physique
e.	Elementation

ANS: B PTS: 1

49.Jackie is a vice-president of marketing for a major food company. If she wants the package for a new product to convey restfulness and quiet, she should include ____.

a.	pictures of birds
b.	triangles
c.	horizontal lines
d.	vertical lines
e.	slanted lines

ANS: C PTS: 1

50.Michelle is the vice-president of marketing for a cosmetics company. If she wants the package for a new brand of after shave to evoke feelings of strength and confidence, she should include ____.

a.	pictures of birds
b.	triangles
c.	horizontal lines
d.	vertical lines
e.	slanted lines

ANS: D PTS: 1

51.Why do manufacturers offer different-sized containers?

a.	to gain more shelf space in retail outlets
b.	to satisfy the unique needs of various market segments
c.	to represent different usage situations
d.	a and b
e.	a, b, and c

ANS: E PTS: 1

52.Christina is developing a package that should evoke feelings of strength and durability. It would be best to use a ____ package.

a.	metal
b.	plastic
c.	paper
d.	velvet
e.	foil

ANS: A PTS: 1

53.Jack is developing a package that should convey lightness and cleanliness. It would be best to use a ____ package.

a.	metal
b.	plastic
c.	paper
d.	velvet
e.	foil

ANS: B PTS: 1

54.A foil package conveys ____.

a.	cheapness
b.	masculinity
c.	prestige
d.	durability
e.	femininity

ANS: C PTS: 1

55.The four features of the VIEW model that can be used to evaluate a particular package are ____.

a.	visibility, innovation, emotional appeal, and workability
b.	visibility, information, emotional appeal, and workability
c.	visibility, information, effectiveness, and workability
d.	visibility, information, emotional appeal, and warehousing
e.	visibility, innovation, effectiveness, and workability

ANS: B PTS: 1

56.____ signifies the ability of a package to attract attention at the point of purchase.

a.	Visibility
b.	Information
c.	Emotional appeal
d.	Workability
e.	Gestalt

ANS: A PTS: 1

57.Slogans on packages are best used when ____.

a.	the other primary marcom tool that is being used is personal selling
b.	trial purchase has already been generated through sales promotion
c.	the manufacturer is using a push strategy
d.	the brand is in the introductory stage of the product life cycle
e.	a strong association has been built between the brand and the slogan through the use of advertising

ANS: E PTS: 1

58.The ability of a package to evoke desire is an example of ____.

a.	visibility
b.	information
c.	emotional appeal
d.	workability
e.	gestalt

ANS: C PTS: 1

59.There are two factors that determine whether information or emotion is emphasized in a brand’s package.  They are ____.

a.	nature of the product category and consumer behavior
b.	competitive strategy and market share
c.	profit goals and target market characteristics
d.	stage in the product life cycle and rate of diffusion
e.	other marcom tools being used and target market adopter category

ANS: A PTS: 1

60.The extent to which a package is environmentally friendly is an example of ____.

a.	visibility
b.	information
c.	emotional appeal
d.	workability
e.	gestalt

ANS: D PTS: 1

61.The first step of the package design process is to ____.

a.	determine communication priorities
b.	conduct a product category analysis
c.	specify brand-positioning objectives
d.	perform a competitive analysis
e.	identify salient brand attributes/benefits

ANS: C PTS: 1

62.Which of the following is NOT one of the stages of the package design process?

a.	determine communication priorities
b.	specify brand-positioning objectives
c.	conduct a product category analysis
d.	develop a hypothesis
e.	perform a competitive analysis

ANS: D PTS: 1

63.The last step of the package-design process is to ____.

a.	register a trademark
b.	conduct a product category analysis
c.	determine communication priorities
d.	perform a competitive analysis
e.	identify salient brand attributes/benefits

ANS: C PTS: 1

64.Which step in the package design process seeks to feature benefits that are most important to consumers?

a.	determine communication priorities
b.	conduct a product category analysis
c.	identify salient brand attributes
d.	specify brand-positioning objectives
e.	perform a competitive analysis

ANS: C PTS: 1

ESSAY

1.Select any consumer product. Explain the best way to promote the product for the awareness class, trier class, and repeater class.

ANS:

Students can select any consumer product, but their explanations should include a discussion of the steps in the New Product Adoption Process Model and marcom tools used to facilitate each stage. The first step in facilitating adoption is to make consumers aware of a product’s existence, and the four determinants of the awareness class are: free samples and coupons (B2C), trade shows and personal selling (B2B), advertising (B2C and B2B), and distribution (B2C and B2B). The first three are marcom activities, and the fourth, distribution, is closely allied in that point-of-purchase materials and shelf placement are aspects of a brand’s distribution. Coupons (B2C), distribution (B2C and B2B), and lower prices (B2C and B2B) are the factors that affect the trier class. Repeat purchasing, demonstrated by the repeater class, is a function of five primary forces: personal selling (B2B), advertising (B2C and B2B), price (B2C and B2B), distribution, (B2C and B2B), and product satisfaction (B2C and B2B). While it is undeniable that marcom efforts are critical to boosting repeat purchasing, it cannot substitute for poor product performance. Consumer satisfaction is the major determinant of repeat purchasing.

PTS: 1

2.What are the five product-related characteristics that undergird consumers’ attitudes toward new products? Taking the five characteristics into consideration, explain how marketers can increase the likelihood that consumers will adopt innovative products.

ANS:

The product-related characteristics that influence consumers’ attitudes toward new products and hence their likelihood of adopting new products are:

1.	Relative Advantage. This represents the degree to which consumers perceive a product innovation as being better than existing alternatives with respect to a specific attribute or benefit and is positively correlated with an innovation’s adoption. Relative advantage is a function of consumer perceptions and is not a matter of whether a product is actually better by objective standards, but, in general, a relative advantage exists to the extent that a new product offers better performance compared to other options, savings in time and effort, or immediacy of reward.
2.	Compatibility. This is the degree to which an innovation is perceived to fit into a person’s way of doing things, and adoption rapidity is increased with greater compatibility. In general, a new product is more compatible to the extent that it matches consumers’ needs, personal values, beliefs, and past consumption habits.
3.	Complexity. This refers to an innovation’s degree of perceived difficulty, and the more difficult an innovation is to understand or use, the slower the rate of adoption.
4.	Trialability. This refers to the extent to which an innovation can be used on a limited basis prior to making a full-blown commitment, and products that lend themselves to trialability tend to be adopted more rapidly. Trialability is tied closely to the concept of perceived risk, and the trial experience serves to reduce the consumer’s risk of being dissatisfied with a product after having permanently committing to it through an outright purchase. Sampling is an incomparable promotional method for encouraging trial.
5.	Observability. This is the degree to which the product user or other people can observe the positive effects of new-product usage, and high observability/visibility generally results in more rapid adoption.

PTS: 1

3.List the four requirements for a good brand name, and discuss how some brands succeed while appearing to be entirely at odds with the “rules” for creating good brand names.

ANS:

Brand names should satisfy four fundamental requirements:

1.	Distinguish the brand from competitive offerings.
2.	Describe the brand and its attributes or benefits.
3.	Achieve compatibility with a brand’s desired image and with its product design or packaging.
4.	Be memorable and easy to pronounce.

Some brands succeed even though they are exceptions to these rules. For example, some brands become successful in spite of their names. The first brand in a new product category can achieve tremendous success regardless of its name if the brand offers customers distinct advantages over alternative solutions to their problems. Sometimes, brand managers intentionally select names that, at inception, are virtually meaningless. The empty-vessel philosophy implies that when a name does not have much preexisting meaning, subsequent communications are able to create the exact meaning desired without contending with past associations already accumulated in people’s memories.

PTS: 1

4.List and explain the steps of the brand naming process. Describe how a brand manager for a new brand of detergent would go through the process.

ANS:

Step 1: Specify Objectives for the Brand Name. Most managers are concerned with selecting a name that will successfully position the brand in the minds of the target audience, provide an appropriate image for the brand, and distinguish it from competitive brands.

Step 2: Create Candidate Brand Names. Candidates often are selected using creative-thinking exercises and brainstorming sessions.

Step 3: Evaluate Candidate Names. Evaluate names using criteria such as relevance to the product category, favorability of associations conjured up by the name, and overall appeal. It is critical that names be easily recognized and recalled.

Step 4: Choose a Brand Name. In many firms, choice is a matter of subjective judgement rather than the product of rigorous marketing research.

Step 5: Register a Trademark. Many companies submit several names for registration because some may be rejected.

Students’ answers will vary when applying this process to developing a name for a new brand of detergent.

PTS: 1

5.Explain how color can convey meaning, and discuss three examples of packaging that do an excellent job of using color to convey meaning.

ANS:

The strategic use of colors in packaging is effective because colors affect people emotionally. Red is often described in terms such as active, stimulating, energetic, and vital. Orange is an appetizing color that is often associated with food. Yellow, a good attention-getter, is a warm color that has a cheerful effect on consumers. Green connotes abundance, health, calmness, and serenity, and it also has come to stand for environmentally friendly products and as a cue to consumers of reduced-, low-, and fat-free products. Blue suggest coolness and refreshment. White signifies purity, cleanliness, and mildness. Color, however, varies from culture to culture, and these comments are based on North American culture.

PTS: 1

6.Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.

ANS:

Four general features can be used to evaluate a particular package, and they are visibility, information, emotional appeal, and workability (i.e., VIEW). Visibility signifies the ability of a package to attract attention at the point of purchase. The objective is to have a package stand out on the shelf yet not be so garish that it detracts from a brand’s image. Bright colors and novel graphics, sizes, and shapes can enhance a package’s visibility. Information deals with various forms of product information that are presented on packages (e.g., product ingredients, usage instructions, claimed benefits, nutritional information, and product warnings). The objective is to provide the right type and quantity of information without cluttering the package with excessive information. Emotional appeal is concerned with a package’s ability to evoke a desired feeling or mood. Packages from some brands contain virtually no emotional content and emphasize instead informational content, whereas others emphasize emotional content and contain very little information. The major determinant is the nature of the product category and the underlying consumer behavior involved. Workability refers to how a package functions rather than how it communicates. Issues are protection of product contents, facilitation of storage, ease of use for the consumer, protection against damage and pilferage, and environmental concerns. Students’ answers regarding evaluation of a real world package will vary.

PTS: 1