Communicating the Brand (Chapter 6) - What are your thoughts on the below scenarios?

1.A company's communication can focus on which of the following aspects of the offering?(Check all that apply)

A. Product

B. Service

C. Price

D. Distribution

E. Incentives

F. Brand

2.The development of a brand communication strategy involves identifying the relevant target audience and creating the message that will be communicated to this audience.

True

False

3.The development of the tactical aspect of brand communication involves determining the specificmediathat will transmit the message and devising thecreativeexecution that aims to express the message in the chosen media format

True

False

4.An increase in sales revenues and/or profits is an effective metric for evaluating the effectiveness of a communication campaign.

True

False

5.What are the key types of benchmarks that define a company's communication goal?(Check all that apply)

A. Quantitative benchmarks

B. Financial benchmarks

C. Temporal benchmarks

6.What are the key factors that a company should consider when determining its communication budget?(Select three factors)

A. The goals of the communication campaign

B. The cost of achieving the company's communication goals

C. Communication budgets of the other companies operating in the same industry

D. Financial resources available to the company

E. Sales revenues generated by the company

7.What is the relationship between the audience for a brand's communication campaign and this brand's target customers?(Check all that apply)

A. The target audience might overlap with the brand's target customers

B. The target audience might be broader than the brand's target customers.

C. The target audience might be narrower than the brand's target customers.

D. The target audience might be different from the brand's target customers.

8.What is the key factor that a manager should consider in determining the complexity of the advertising message?(Select one)

A. The complexity of the advertised offering

B. The level of involvement of the target audience

C. The company's advertising budget

D. The complexity of the messages in competitors' advertising

9.Comparative advertisements that highlight the benefits of one brand by comparing it to another are particularly effective when the target audience is characterized by a low level of involvement.

True

False

10.What best describes the following types of media?(Match the different media with the corresponding media types)

Social media

• Owned Media
• Earned Media
• Paid Media

Product packaging

• Owned Media
• Earned Media
• Paid Media

Event sponsorship

• Owned Media
• Earned Media
• Paid Media

11.Direct advertising is a form of which of these two types of media?(Select one)

A. Outbound media

B. Inbound media

12.A company paying for a keyword on Google is using which of these two types of media?(Select one)

A. Outbound media

B. Inbound media

13.What are the key principles in managing the creative execution of brand communication?(Check all that apply)

A. Prioritize strategy over entertainment

B. Ensure consistency across different media formatstelevision, print, radio, online, place, in-person, and packaging

C. Maximize the joint impact of individual messages across different media channels to compound their impact

14.What metrics should a company use to assess the effectiveness of its brand-building communication campaign?(Select five metrics)

A. Whether the target audience has been exposed to the advertising

B. Whether the target audience has understood the advertising message

C. Whether the target audience can recall the advertising

D. Whether the company advertisement has been able to form, strengthen, or change the preferences of the target audience

E. Whether the company advertisement has been able to influence the behavior of the target audience

F. Whether the company advertisement has increased the sales of the company's offerings