ISC 491 Exam 2025 With 100% Correct
Answers
Brand equity - CORRECT ANSWER✔✔refers to the consumer's perception of the level of quality
for the company's product lines.
Branding - CORRECT ANSWER✔✔the process of creating an image for an organization.
-Companies create equity for a product ad leverage that value to drive sales
Brands - CORRECT ANSWER✔✔tools that marketers use to identify their products and services
and differentiate their products and services from those of competitors.
Marcom mix/Marketing communications mix - CORRECT ANSWER✔✔Advertising, Personal
selling, Sales promotion, Public relations/Publicity, Direct marketing, Electronic and Internet
marketing, Branding.
The "Four ics" - CORRECT ANSWER✔✔demographics, geographics, psychographics,
behavioristics
Demographics - CORRECT ANSWER✔✔statistics about a given population.
Geographics - CORRECT ANSWER✔✔describe the physical location of a company's consumers
and allow marketers to determine where the consumer makes purchases.
Psychographics - CORRECT ANSWER✔✔study and analysis of consumers in terms of
psychological variables such as attitudes, values, goals and personality.
,Behavioristics - CORRECT ANSWER✔✔how the consumers behave when making purchases.
Examples of data research providers - CORRECT ANSWER✔✔Mintel, MRI, AIO, VALS, PRIZM
(Nielson), CACI (ACORN), The Knowledge Factory, and U.S. Census Bureau.
What are the steps of the customer buying journey? BDI + CDI. - CORRECT
ANSWER✔✔Awareness
Consideration
Purchase
Retention
Advocacy
Explain/interpret index numbers. - CORRECT ANSWER✔✔- Index numbers are statistics used for
comparing. They enable marketers to make comparisons easily and quickly.
- Index numbers show how well the brand or product category is doing in a particular market.
The benchmark is 100, which shows above average performance. The higher the index, the
better the brand or category is performing. Scores lower than 100 indicate below average
performance.
- How to calculate: Total potential buying population divided by the total population in the age
group. Or number of users (in a specific age group) divided by total number of users.
Example:
-The age group 34-44 is a better target audience group because the index number was 29 points
higher than 100, whereas the age group 55-64 was 13 points under 100.
- If the index for men eating hotdogs is 90, that means that men are 10 percent less likely to eat
hotdogs than the overall population. If the index is 110, that means mean are 10 percent more
likely to eat hotdogs than the overall population.
, How does BDI and CDI affect our marketing plans? - CORRECT ANSWER✔✔BDI and CDI help
assess the effectiveness of a brand or product in any specific geographic market.
Brand Development Index (BDI) - CORRECT ANSWER✔✔Use "100" as a base point or
benchmark and provide data on how well a brand is doing in a particular market. A score of 100
indicates above average performance. The higher the index, the better the brand is performing.
Category Development Index (CDI) - CORRECT ANSWER✔✔Use "100" as a base point or
benchmark to provide how well a product category is doing in a particular geographic market.
Hierarchy of Effects Model - CORRECT ANSWER✔✔(1) Think: Awareness and Knowledge; (2)
Feel: Liking and Preference; (3) Act: Conviction and Purchase.
Percentage-of-sales: - CORRECT ANSWER✔✔The company or IMC specialist allots a basic
percentage amount for the store, and in some cases, for each store's brands or products that
will be used in the marcom budget. Often based on past trends or a researched forecast for the
company's sales.
Percentage-of-profit: - CORRECT ANSWER✔✔The basic percentage amount to be used for IMC
is created based on the company's overall profits, rather than sales. This method is usually in
conjunction with one or two other budgeting methods.
Follow-the-leader - CORRECT ANSWER✔✔The company generates estimates of competitors'
budgets using outside sources. The company may have to make an educated guess by looking at
competing companies and go either higher or lower.
All-you-can-afford - CORRECT ANSWER✔✔The company allots all the money it can to afford to
IMC functions. The company develops other department budgets and allots the leftover
amounts to the IMC budget. This is common in mid-size companies.
Answers
Brand equity - CORRECT ANSWER✔✔refers to the consumer's perception of the level of quality
for the company's product lines.
Branding - CORRECT ANSWER✔✔the process of creating an image for an organization.
-Companies create equity for a product ad leverage that value to drive sales
Brands - CORRECT ANSWER✔✔tools that marketers use to identify their products and services
and differentiate their products and services from those of competitors.
Marcom mix/Marketing communications mix - CORRECT ANSWER✔✔Advertising, Personal
selling, Sales promotion, Public relations/Publicity, Direct marketing, Electronic and Internet
marketing, Branding.
The "Four ics" - CORRECT ANSWER✔✔demographics, geographics, psychographics,
behavioristics
Demographics - CORRECT ANSWER✔✔statistics about a given population.
Geographics - CORRECT ANSWER✔✔describe the physical location of a company's consumers
and allow marketers to determine where the consumer makes purchases.
Psychographics - CORRECT ANSWER✔✔study and analysis of consumers in terms of
psychological variables such as attitudes, values, goals and personality.
,Behavioristics - CORRECT ANSWER✔✔how the consumers behave when making purchases.
Examples of data research providers - CORRECT ANSWER✔✔Mintel, MRI, AIO, VALS, PRIZM
(Nielson), CACI (ACORN), The Knowledge Factory, and U.S. Census Bureau.
What are the steps of the customer buying journey? BDI + CDI. - CORRECT
ANSWER✔✔Awareness
Consideration
Purchase
Retention
Advocacy
Explain/interpret index numbers. - CORRECT ANSWER✔✔- Index numbers are statistics used for
comparing. They enable marketers to make comparisons easily and quickly.
- Index numbers show how well the brand or product category is doing in a particular market.
The benchmark is 100, which shows above average performance. The higher the index, the
better the brand or category is performing. Scores lower than 100 indicate below average
performance.
- How to calculate: Total potential buying population divided by the total population in the age
group. Or number of users (in a specific age group) divided by total number of users.
Example:
-The age group 34-44 is a better target audience group because the index number was 29 points
higher than 100, whereas the age group 55-64 was 13 points under 100.
- If the index for men eating hotdogs is 90, that means that men are 10 percent less likely to eat
hotdogs than the overall population. If the index is 110, that means mean are 10 percent more
likely to eat hotdogs than the overall population.
, How does BDI and CDI affect our marketing plans? - CORRECT ANSWER✔✔BDI and CDI help
assess the effectiveness of a brand or product in any specific geographic market.
Brand Development Index (BDI) - CORRECT ANSWER✔✔Use "100" as a base point or
benchmark and provide data on how well a brand is doing in a particular market. A score of 100
indicates above average performance. The higher the index, the better the brand is performing.
Category Development Index (CDI) - CORRECT ANSWER✔✔Use "100" as a base point or
benchmark to provide how well a product category is doing in a particular geographic market.
Hierarchy of Effects Model - CORRECT ANSWER✔✔(1) Think: Awareness and Knowledge; (2)
Feel: Liking and Preference; (3) Act: Conviction and Purchase.
Percentage-of-sales: - CORRECT ANSWER✔✔The company or IMC specialist allots a basic
percentage amount for the store, and in some cases, for each store's brands or products that
will be used in the marcom budget. Often based on past trends or a researched forecast for the
company's sales.
Percentage-of-profit: - CORRECT ANSWER✔✔The basic percentage amount to be used for IMC
is created based on the company's overall profits, rather than sales. This method is usually in
conjunction with one or two other budgeting methods.
Follow-the-leader - CORRECT ANSWER✔✔The company generates estimates of competitors'
budgets using outside sources. The company may have to make an educated guess by looking at
competing companies and go either higher or lower.
All-you-can-afford - CORRECT ANSWER✔✔The company allots all the money it can to afford to
IMC functions. The company develops other department budgets and allots the leftover
amounts to the IMC budget. This is common in mid-size companies.
