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Q. The speed of adoption of new technologies and ideas is primarily based on both their relative advantage and compatibility with existing products and ideas, rather than on how much better they are over what's available in the market.
True
False

Q. If you want to know whether a brand is good, you should ask consumers what they think of its quality.
True
False

Q. If you sell something that competes in the same product category as a product offered by another company, then that other company is your competitor.
True
False

Q. Brand extensions are often used to leverage the equity from one brand to another brand in a different category.
True
False

Q. If consumers are choosing between two comparable brands, the favorable features of one brand can compensate for favorable features in the other.
True
False

Q. Subliminal messages are an effective way to persuade consumers.
True
False

Q. Ads run during the Super Bowl are so expensive because they are effective ways to sell products.
True
False

Q. Very good ads win awards, such as the coveted Clio award.
True
False

Q. When naming a new product or brand, it’s much better to make up a name (e.g., Xerox) rather than use a real word (Joy).
True
False

Q. A consideration set is that collection of brands, products, or services that consumers would actually consider purchasing in a given situation.
True
False

 

 

 

 

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