Full Name: ________________________________________ Roll No:________

ROFEL BBA – BCA College, Vapi

Additional Internal Examination, September – 2021
Advertising & Brand Management
Time: 1 Hour TYBBA (Sem – V) Total Marks: 50
Instruction:
 Total 50 questions asked in exam. All questions are compulsory.
 Each questions carry equal marks.
 There is no negative marking for wrong answers.
 Tick mark only one options. Questions with more than one tick mark or
inappropriately mark will not be considered for evaluation.
 Put only mark against appropriate option. No any other type of marking will be
considered for evaluation.

1. Brand Management is a technique used to build and maintain _______

A. Brand element B. Brand equity / value
C. Brand D. Brand name

2. Branding is used to increase ________

A. Brand awareness B. Price of the product
C. Quality of the product D. Value of the product

3. Name, logo, sign, symbol etc. are the example of ______

A. Brand recognition B. Brand position
C. Brand association D. Brand element

4. Brand reduces the functional risk of product. Here ‘Functional Risk’ means_______
A. Product Don’t perform as expected B. Product launching function cancelled
C. Product launching function delayed D. Product make financial loss

5. If a product / brand results in embarrassment from others known as ______

A. Financial risk B. Physical risk
C. Social risk D. Time risk

6. Branding is applicable to which of the following?

A. Physical goods & services B. Sports, arts & entertainment
C. People and organizations D. All of the above
7. Girl Child Education campaign is an example of branding of ________
A. Services B. Goods
C. Ideas & causes D. People & organizations

8. Brand management process starts with _______

A. Growing & sustaining brand equity B. Identify & establish brand positioning
C. Planning & implementing brand D. Measuring & interpreting brand
marketing programme performance

9. A savvy customer is a customer who is ________

A. Saving more amount B. Educated and self - learned
C. Seeing more advertisement D. None of the above

10. Arrange the following steps of brand management process in proper sequence.
i. Measuring & interpreting the brand performance
ii. Identify & establish brand positioning & value
iii. Growing & sustaining brand equity
iv. Planning & implementing the brand marketing programme
Ans:
A. ii, iv, i, iii B. i, ii, iii, iv
C. iv, iii, ii, i D. iv, ii, iii, i

11. Which among the following is not a part of Keller’s CBBSE model?
A. Brand resonance B. Brand identity
C. Brand element D. Brand judgement

12. What is the full form of ‘CBBE’ in Keller’s CBBE model?

A. Customer based brand element B. Credit based brand equity
C. Customer based brand equity D. Choice based brand equity

13. Which among the following is not a criteria for choosing a brand element?
A. Likability B. Protectability
C. Adaptability D. Valuation

14. _______ is a measure of the attachment that a customer has with a brand.
A. Brand loyalty B. Brand equity
C. Brand recall D. Brand image
15. Match the following
A. Brand i. How well brand meets customer’s needs
B. Brand recall ii. Term, sign, symbol etc. used to identify brand
C. Brand position iii. Customer’s ability to recover brand from memory
D. Brand performance iv. Image of brand in customer’s mind
Ans:
1. A(i), B(ii), C(iii), D(iv) 2. A(ii), B(iii), C(iv), D(i)
3. A(iv), B(iii), C(ii), D(i) 4. A(iii), B(i), C(iv), D(ii)

16. The process of establishing a distinctive place in customer’s mind is known as _____
A. Segmentation B. Target market
C. Positioning D. Recall

17. Under keller’s brand equity model (CBBE model) “What I think about you” means
A. Brand identity B. Brand response
C. Brand relationship D. Brand meaning

18. _______ refers to how well company’s brand meets customer’s need.
A. Performance B. Judgement
C. Salience D. Imagery

19. Two source of brand equity is Brand _______ & Brand ________.
A. Awareness & Image B. Awareness & Equity
C. Image & Equity D. Awareness & Loyalty

20. An I-phone purchased by a customer give him a ________ of social status.

A. Judgement B. Feeling
C. Loyalty D. Image

21. _______ is a paid form of non-personal communication.

A. Branding B. Sales promotion
C. Advertising D. Personal selling

22. Which among the following is not a purpose of advertising?

A. Creation of demand B. Communicate with customers
C. Introduce new product D. Supporting production
23. All below mentions are type of geographic advertisement except ______
A. International advertising B. Industrial advertising
C. National advertising D. Local advertising

24. Which among the following brand element involve musical message?
A. Jingle B. Packaging
C. Mascot D. Slogans

25. Which among the following is not a basic purpose of advertising?

A. To maintain public relation B. To inform / remind about product
C. To sell the product D. To persuade

26. _____ is an assessment of source of brand equity and to suggest ways to improve it.
A. Brand recall B. Brand loyalty
C. Brand performance D. Brand audit

27. Increasing the number of brand creates which type of effect for brand management?
A. Create advantage B. Create challenge
C. Create competitive advantage D. Can’t say exactly

28. ______ are short phrase used to communicate information about brand.
A. Jingle B. Packaging
C. URL D. Slogans

29. Which among the following is not a benefit of packaging?

A. Product containing B. Protection
C. Convenience D. Loyalty

30. Full form of URL is __________

A. Universal Resource Locator B. Universal Reuse License
C. Uniform Resource Locator D. Uniform Revised License

31. ______is the customer’s ability to retrieve brand from memory.

A. Brand performance B. Brand image
C. Brand recall D. Brand

32. Which among the following is not print media advertising?

 A. Newspapers B. Brochures
C. Journals D. Television
33. Cartoon character shown is Duracell advertised is an example of _________ brand
element.
A. Slogan B. Mascot / Character
C. Jingle D. Logo & Symbol

34. In ______ advertising method, advertisement is directly placed on wall or other

permanent surface.
A. Online advertising B. Electronic advertising
C. Mural advertising D. Consumer advertising

35. The advertisement primarily focusing on promoting raw material, capital goods etc.
is the example of __________ advertising.
A. Industrial B. Consumer
C. Surrogate D. Mural
36. Which type of advertisement is used by company where an advertising a particular
product is prohibited?
A. Mural B. Surrogate
C. Covert D. Industrial

37. _______advertising method used to communicate social message or social welfare

cause.
A. Covert B. Surrogate
C. Public Service D. Mural

38. Which among the following is not a role performed by advertising agency?
A. Helps in Increasing revenue B. Helps in disseminating Information
C. Helps in building a strong brand D. Help in introducing new brand

39. In ______advertising no actual ad is shown, rather than just a product is mentioned

during movie or TV serial.
A. Covert B. Surrogate
C. Public Service D. Mural

40. ______is the symbol used by company as a brand identity.

A. Slogan B. Logo
C. Tagline D. Mascot
41. Brand awareness consists of brand recognition and brand ______.
A. Growth B. Presence
C. Identity D. Recall
42. Brand ________is a customer’s personal opinion about a brand.
A. Judgement B. Identity
C. Management D. recall

43. In CBBE model, brand salience means________

A. Brand name B. Brand logo
C. Brand symbol D. Brand awareness

44. Brand _____means how well your brand meets customer’s need.
A. Imagery B. Identity
C. Logo D. slogan

45. Which one of the following factor is not considered by customers in making a brand
judgement?
A. Consideration B. Quality
C. Superiority D. Price

46. A brand can be cool, fun, security, social approval etc. is an example of brand ______
A. Feeling B. Performance
C. Awareness D. Application

47. Among the following, which is not a tactics for choice of brand element?
A. Brand name B. Slogan
C. Packaging D. Brand identity

48. Which among the following is not a brand revitalise strategy?

A. Increasing usage of brand B. Repositioning brand
C. Increasing brand value D. Finding new uses of brand

49. Wrapping a product to protect is known as______

A. Packaging B. Publishing
C. Promoting D. Creating brand

50. Which among the following is a function performed by packaging?

A. Product convenience B. Profit maximization
C. Reducing cost D. Customer satisfaction