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A … is a brief description that compiles the organization’s functions, ideals, business goals, values, and philosophy. In simple terms, it is a brief description of the business’s fundamental purpose.

An experienced interviewer never …

· asks questions

· formulates logical follow-up questions

· redirects participants if they get off track

· follows a survey procedure

Brand promotion provides employment – this is done for the benefit of …:

· business

· consumer

· society

Brand promotion provides greater freedom of choice – this is done for the benefit of …

· business

· consumers

· society

Brand promotion reminds loyal customers how well the brand served them over the years – this is done for the benefit of …:

· business

· consumers

· society

Choose a correct statement about brand perception:

· It is key in customer retention, launching new products, and building brand loyalty.

· It is a key metric influencing sales, product or feature development, marketing, and advertising.

· It provides detailed information about how your marketing efforts are faring and how your business is performing overall.

Choose the correct tips connected to fonts: (Select 3 correct answers)

· Mix contrasting fonts

· Use more than two font families on a single document

· Provide font guidelines for headlines and body text.

· Don t use fonts that are hard to read

Choose the qualities of a good logo:

· simple, timeless, strict, invariable, colourful

· memorable, simple, versatile, evocative, timeless

· memorable, vibrant, convoluted, attractive

Choose the reasons why people are creative: (Select 3 correct answers)

· They need to solve problems and creativity helps with that.

· They need to invent and develop new technologies.

· They need to experience various new situations and things.

· They need to communicate with others, render their ideas and values.

· They need to develop their mind.

Choose the statement that is true:

· Being creative can only be a solitary, personal experience.

· Research shows that being creative causes stress.

· Creativity can extend your life.

Choose the statements about a logo that are true: (Select 3 correct answers)

· It is an aesthetic symbol full of meaning that has the power to communicate a brand’s essence.

· The most effective logos tend to look complicated.

· A logo should be easy to remember.

· A logo helps people come to recognize you and identify your product or service.

· Changing one element of a logo does not have an impact on the way your brand is perceived.

Choose what would you need to do in order to be creative: (Select 3 correct answers)To be able to generate as many alternatives as possible, not paying attention to their uniqueness.

· To view things in new ways or from a different perspective.

· To focus on details rather than a bigger picture.

· To have such qualities as flexibility, tolerance of ambiguity or unpredictability.

· To be able to generate new possibilities or new alternatives.

Choose which questions should a successful brand message answer: (Select 3 correct answers)

· What do you do?

· Where are you located?

· What do you sell?

· Why do you matter?

· How much does your product cost?

· What do you stand for?

Fill in the gap:… is the ability to make or otherwise bring into existence something new, whether a new solution to a problem, a new method or device, or a new artistic object or form.

Fill in the gap:A … group consists of a group of people in your target market gathered together with a facilitator to discuss your brand.

Fill in the gap:A … is the set of expectations, memories, stories and relationships that, taken together, account for a consumer s decision to choose one product or service over another.

Fill in the gap:Brand … is the extent to which customers are familiar with your brand, product, or service.

Fill in the gap:Most brands choose two to three … — often inspired by the logo — for basic, everyday use

Fill in the gap:The cost of innovation is significantly … in the digital world than it is in the analog one.

Fill in the gaps:… enables any company to make its presence known anywhere — even in the palm of your hand. It focuses on providing value and inspiring loyalty and brand recognition.It does not talk at you; it seeks to engage with you. It is more about establishing an online identity and positive feelings, rather than inspiring people to make a one-time purchase.

Give examples of where we can see branding and visual identity (select 3 correct answers): …

· websites

· websitesproduct packaging

· business cards

· internal software

Have you ever searched for something only to see an ad for that very thing ten minutes later? Then you know firsthand the power of …. These reach customers who have already expressed interest in your business or services, whether by Googling it, by visiting your website or by liking your social net page.

· Mobile feed ad

· Social media ad

· Video ad

· Retargeted ad

· Audio ad

How many Internet users are there in the world?

· 6.2 billion

· 10 billion

· 4.8 billion

· billion

How should you work with online surveys?

· you should send random questions out to anyone

· you should formulate your questions and send them to random respondents

· you should formulate your questions and send them to a group of participants from your target market

Match the categories of creativity with their skills or factors:

Match the elements of brand design with their definitions.

Match the problem and the reason why creativity is needed to solve it.

Match the survey questions with the type of brand research.

Match the terms with their definitions:

Match the terms with their definitions:

Match the terms with their definitions:

Match the words with their definitions:

Match the words with their definitions:

Name the example of negative publicity:

· The fact that Kanye West is canceled in European countries due to hate speech

· The fact that Harry Styles is loved by his audience due to his charity work

· The fact that some celebrities gather stadiums, while others struggle to get a positive review

Name the example of positive publicity:

· The fact that Kanye West is canceled in European countries due to hate speech

· The fact that Harry Styles is loved by his audience due to his charity work

· The fact that some celebrities gather stadiums, while others struggle to get a positive review

Order getters:

· receive requests and queries from the customers

· reach out to new prospects and persuade them to make a direct purchase

· persuade the customers to promote the business’s offering, leading to sales eventually

Order takers:

· receive requests and queries from the customers

· reach out to new prospects and persuade them to make a direct purchase

· persuade the customers to promote the business’s offering, leading to sales eventually

Read the text below and fill in the gap:Thus, … is the marketing communication strategy to inform, persuade, convince, and influence the decision making process of buyers when they choose a particular brand. It is done with the purpose of promoting brand awareness to create consumer’s interest. So they could make sales and convert them into loyal customers.

Technology has altered the cognitive behaviors and structures involved in… (Select 3 correct answers):

· information processing

· executive control

· reward-processing

· deeper learning process

The benefit of digital branding for non-profit organizations is …

· It helps to develop remarkable experiences for your customers, clients, leads, patients, and consumers

· It leads to having a deeper understanding of how consumers interact with their brand in the digital space.

· It helps to gain new donors and collect donations

· It helps to differentiate your business and convey why you are unique

The benefit of digital branding for organizations is …

· It helps to develop remarkable experiences for your customers, clients, leads, patients, and consumers

· It leads to having a deeper understanding of how consumers interact with their brand in the digital space.

· It helps to gain new donors and collect donations

· It helps to differentiate your business and convey why you are unique

The most common criticism of neuromarketing is … privacy invasion.

What are the cons of EEG? (Select 3 correct answers):

· It can be challenging to understand and difficult to interpret.

· It can be difficult to measure responses to novel stimuli such as new products or packaging.

· It is widely thought to be unethical.

· It measures brain activity directly, rather than indirectly.

· It is not very suitable for measuring electrical activity originating deep within the brain.

What is the benefit of digital branding for corporations?

· It helps to develop remarkable experiences for your customers, clients, leads, patients, and consumers

· It leads to having a deeper understanding of how consumers interact with their brand in the digital space.

· It helps to gain new donors and collect donations

· It helps to differentiate your business and convey why you are unique

What is the benefit of digital branding for organizations?

· It helps to develop remarkable experiences for your customers, clients, leads, patients, and consumers

· It leads to having a deeper understanding of how consumers interact with their brand in the digital space.

· It helps to gain new donors and collect donations

· It helps to differentiate your business and convey why you are unique

What is the key to successful digital brand design?

· Everything should be as diverse as possible

· Everything should be as consistent as possible

· Everything should be as moderate as possible

What is the main downside of fMRI?

· It involves one of the least portable measurement devices in existence.

· The results need to be interpreted with caution.

· It is non-invasive.

What’s the connection between social conditions and creativity?

· Creativity is constituted through social conditions.

· Creativity is affected by social conditions.

· Artists rebel against social forces.

When would you apply brand research? (Select 3 correct answers)

· When your business is growing rapidly.

· When the target audience has changed.

· When you’re considering a major change to the brand.

· When there aren’t any new products or services.

· When you want to find out what your target audience thinks of your brand and your competition.

Which method is increasingly popular in neuromarketing due to their

· low cost, scalability, fast turnaround times, and intuitive metrics?

· Eye-tracking

· Biometrics

· Artificial intelligence

Which method is recognized as the best when it comes to measuring the amount of perceptual, cognitive, executive, and emotional processes?

· EEG

· fMRI

· Biometrics

Which method refers to changes in sweat gland activity that are reflective of the intensity of our emotional state?

· Biometrics

· Implicit measures

· Galvanic Skin Response

… is a form of market research that explores various components of your branding.

… is the study of how people s brains react to advertising.

Consider the situation:

The owner of the company Y has developed a brand design for his company, but it didn’t work out: the consumers even started to avoid his company often after that. He decided to show his brand design strategy to professionals. Here are its characteristics:

The primary colors: orange and brown

The secondary color: pink

The font: Algerian

Animation is used, but moderately. Iconography is used excessively: for example, very complicated schemes

All the elements are the same everywhere

What elements of brand design of the company Y would you change to improve the situation?

· Primary colors;

· Secondary colors;

· The font;

· Animation;

· Iconography;

· The owner should make everything consistent.

Read the list and decide in which situations a person will need creativity?

· X is creating his own brand. It is a complicated process and he needs to take into account hundreds of small nuances. In the course of time, it is starting to get on his nerves and he feels like he got a bit lost in details.

· X is creating his own brand, but soon he realizes that he doesn’t have enough money.

· X is creating his own brand, but he is not really sure about anything. He is shy and insecure about his own decisions, but would really like to boost his confidence.

· X is creating his own brand, but he s not doing it, not really successfully. He s feeling frustrated and discouraged and is looking for a way to release stress.

· X is creating his own brand, but soon re realizes that he can t do it all alone. He needs to find the people who will be able to help him.

Read the list below and decide in which situations should the owners use brand research?

· The owner of the company X decided to launch the whole collection of new products and wants to promote it.

· The owner of the company X realized that the company doesn t have enough money to continue trading and he is thinking about declaring bankruptcy.

· The owner of the company X decided to change the brand design, including its name and logo.

· The owners of the companies A and B want to commit a merger of the two companies and are not sure about the results of such a big change.

· The owner of company X realized that his current employees are not suitable enough for the level of the service he wants his company to provide

Read the text below:

It is the opposite of disruptive pop-up ads and it is significantly better. It is also known as sponsored content and it is an advertisement that matches the style of the platform where it appears. It may exist in the form of articles, blog posts, videos, photos, etc. Which type of ad is it?

· Display ad

· Video ad

· Mobile ad

· Video ad

· Native ad

· Audio ad

Read the text below:

It gets smarter with the increase in the amount of data used. It is able to discover patterns in complex data. Although, it often assumes that the future should be much like the past.

Moreover, the results of the research don t provide any explanation. Characteristics of which neuromarketing research method are mentioned there?

· AI

· fMRI

· Biometrics

· Implicit measures

· EEG

Read the text below:

It includes factors of communication with other people and interaction with technology: support from other people, sharing ideas, having access to knowledge, instrumental support, etc. What category of creativity is mentioned there?

· Cognitive processes

· Personal attitudes

· Technical skills

· Motivations

· Socio-technical environment

Read the text below:

It is considered to be the digital storefront location of your brand.The customers can firm the basic information about the brand there. It should be simple and easy to navigate. Its design should be consistent and match the logo of the company. Which of the elements of digital brand design is this?

· Log

· Website

· Brand messaging

· SEO

· Email marketing

Read the text below:

It is recognized as the most detailed method for academic research. It is perfect for assessing deep and primary emotional states, also - the impact of static stimuli. It recognizes the changes in blood flows in response to different stimuli. The equipment is not very heavy and big.

Characteristics of which neuromarketing research method are mentioned there?

· Eye-tracking

· EEG

· fMRI

· Galvanic Skin Research

Read the text below:

It is very essential in brand design as it has a direct and strong influence on the consumer s psychology. It has to be consistent across different platforms and products to make your brand look unified. Nevertheless you can endlessly experiment with it, you have to be careful not to go overboard. Characteristics of which element of brand design are mentioned in the text?

· Logo

· Fonts

· Color

· Texture and pattern

· Illustration

Read the text below:

This is an extent to which customers are familiar with your brand. You can assess it by giving them a closed question (Do you know company X?/Please, match the logos of the companies to their names.) or the open one (What is the name of the company to which this logo belongs?). Ot is decided into aided and unaided. This measurement gives information on how your business is performing overall. Characteristics of which brand research term are mentioned there?

· Brand loyalty

· Brand equity

· Brand awareness

· Brand perception

· Brand associations