Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: branding e. Complementary branding ANS: D This is the definition of co-branding. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 88. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of: a. equity branding b. co-branding c. conjunctive branding d. private branding e. complementary branding ANS: B Using two or more brand names in conjunction is co-branding. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 89. Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of co-branding does this product represent? a. Cooperative b. Complementary c. Piggyback d. Ingredient e. Synergistic ANS: D Using two or more brand names in conjunction is co-branding. Ingredient branding identifies the additional brand that makes up part of the product. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 90. Rosa’s husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding. a. equity b. ingredient c. family d. private e. functional ANS: B Using two or more brand names in conjunction is co-branding. Ingredient branding identifies the additional brand that makes up part of the product. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 91. Which of the following describes cooperative branding? a. When advertising identifies a brand as a part that makes up another product b. When two brands receive equal treatment, borrowing from each other’s brand equity c. When products are advertised together to suggest usage together d. When advertising identifies a brand that should not be used with another product e. When advertising identifies a family of brands ANS: B Cooperative branding occurs when two brands receive equal treatment and borrow from each other’s brand equity. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 92. Suppose that ForeverLawn joins Choice Home, a house builder, in a joint promotional campaign. Both Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials. At the end of the campaign, one lucky person will win a Choice Home with a ForeverLawn synthetic lawn. To register, consumers need to visit either ForeverLawn.com or Choicehomes.com. This type of joint promotion is known as _____ branding. a. cooperative b. ingredient c. umbrella d. compl...
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This document was uploaded on 09/29/2013.

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