Question: 1. The differential effect that brand knowledge has on consumer response to the marketing of that brand is referred to as _______. A. Brand Equity

1. The differential effect that brand knowledge has on consumer response to the marketing of that brand is referred to as _______.

A. Brand Equity

B. Brand Power

C. Mission - driven equity

D. Product - driven equity

E. Function - based equity

2. Given the following objective, "Raise brand awareness to at least 40 percent among consumers 18 to 49," which critical element of an actionable objective is missing?

A. Definition of awareness

B. details of how awareness will be raised

C. Quantitative benchmark

D. temporal benchmark

E. Qualitative benchmark

3. A prospect is reluctant to let go of a phone that has served her well for five years and is stalling to purchase the latest phone. She is exhibiting ________.

A. Logical resistance

B. buyers remorse

C. psychological resistance

D. producy empathy

E. cognitive dissonance

4.In cases where the purchasing team for a manufacturing firm begins asking questions about delivery schedules after viewing a product demonstration, how should the visiting sales rep respond?

A. Recognize that the prospect is exhibiting psychological resistance and back away from any attempt to close the sale.

B. Recognize that the prospect is motivated to buy and begin the closing process.

C. Recognize that the purchasing team is stalling because it doesn't have final authority to buy.

D. Recognize that the prospect is exhibiting logical resistance and back away from any attempt to close the sale.

E. End the presentation with an offer to look into delivery details and get back to the prospect at a later date.

5. When your company's ad appears on a popular news website alongside ads from several other companies, What element in the macromodel of the communication process do the other ads represent?

A. Messaging

B. Decoding

C. Noise

D. Encoding

E. Media

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