MKTG 310 Exam 1 Review

Taylor Lorenz criticized how Away co-CEO Steph Korey was managing the internal culture at the luggage company. As a result, many _______ community members went on Twitter to slam Lorenz for her views and reporting, and even set up fake Twitter account (that was later taken down) called "Cancel Taylor Lorenz" A. Clubhouse B. Facebook C. Spotify D. Instagram E. TikTok

A. Clubhouse

Those with the _______ think that a personal brand is NOT as valuable as others may think it is A. Critical Perspective B. Collaborative Perspective C. "Me" Perspective D. Subtle Perspective E. Ownership Perspective F. Iconic Perspective

A. Critical Perpective

Those with the _______ think that a personal brand is NOT as valuable as others may think it is A. Critical Perspective B. Collaborative Perspective C. "Me" Perpective D. Subtle Perspective E. Ownership-Focused perspective F. Iconic Perspective

A. Critical Perspective

What does it mean to audit your brand? A. Discover changes and figure out how your brand should change B. Figure out how to sell your brand C. Hire a company to remake your brand D. Sell your brand

A. Discover changes and figure out how your brand should change

A brand voice: A. Expresses brands' human qualities B. Is the tone that customers hear C. Tells why customers purchase D. Tells what a product is all about

A. Expresses brands' human qualities

Which of the following describes brand tone? A. It can change based on the situation, type of topic being discussed, current landscape and mindset of a community, and the current state for the individual and sharing the content off and online B. It can change immediately from one moment to the next C. You can be focused on one primary characteristic for a person, and does not involve or change D. It can be tied to win situation only

A. It can change based on the situation, type of topic being discussed, current landscape and mindset of a community, and the current state for the individual and sharing the content off and online

_______ is a key skill to showcase your ability to collect, analyze, and apply data into various situations and projects A. Research B. Writing C. Charisma D. Community education

A. Research

What did Addison Rae experience in her challenging case? A. She was canceled due to her tweet as a correspondent for UFC 264 B. She produced too many TikTok videos C. She shared a video of behind-the-scenes opportunities that was not approved by a brand she was working with D. Addison Rae has not had any challenges to her personal brand

A. She was canceled due to her tweet as a correspondent for UFC 264

What is a brand aesthetic? A. The visual assets and presentation that make your brand voice come to life for the various channels, mediums, and pieces of content that will be incorporating points of your personal brand B. The creative strategy for formulating your brand across all platforms C. The audio and written strategy that showcase your personality in certain mediums for your personal brand D. None of the above

A. The visual assets and presentation that make your brand voice come to life for the various channels, mediums, and pieces of content that will be incorporating points of your personal brand

What is true about having an introduction video? A. These videos are less than a minute long and can be embedded in other resources such as a website and social media profiles (a pinned tweet, for example) B. It is not necessary to showcase your personal brand C. An introduction video should be 10 minutes or more D. None of the above

A. These videos are less than a minute long and can be embedded in other resources such as a website and social media profiles (a pinned tweet, for example)

The personal brand component that provides additional points important to a community and that allows you to be an important resource for others is _______ A. Value B. Personality C. Uniqueness D. Expertise E. None of the above

A. Value

The online hub for your personal brand to promote, manage, and market yourself to others in the job market should be your _______ A. Website B. Blog C. Social media accounts D. Podcast E. None of the above

A. Website

Which of the following does a strong brand voice NOT have the ability to do? A. Foster trust with audiences B. Generate money C. Create a memorable image for your brand D. Put a human face and personality on your brand E. Establish dimensions unique to your personal brand

B. Generate money

Which of the following incorrectly describes those demonstrating an iconic perspective? A. Builds bridges with personal brand to achieve unique opportunities B. Not strong advocates of their compared to other perspectives C. Embraces characteristics (ex: personality, uniqueness, and presence) that make memorable to others D. Extends their brand outside of their main arenas to reach new audiences

B. Not strong advocates of their compared to other perspectives

Your voice should be inspired by (a) _______ A. Fake person B. Real Person C. Other brands D. Your favorite hobby

B. Real Person

What brand tone did Adrian Molina, senior brand manager for Aviation Gin display according to the chapter? A. Friendly B. Sarcastic C. Confident D. Serious E. Energetic

B. Sarcastic

What is cancel culture? A. The ability to survive a zombie apocalypse B. The actions taken by audiences to no longer show support C. The opportunity to bring trends from the past D. None of the above

B. The actions taken by audiences to no longer show support

Which example of personal branding do the Kardashians fall under as discussed in the chapter? A. Critical Perspective B. Collaborative Perspective C. "Me" Perpective D. Subtle Perspective E. Ownership-Focused perspective F. Iconic Perspective

C. "Me" Perpective

No one likes to be played, let alone misled into believing a person is someone they are not. Being true to who you are is one of the most important characteristics to have. This is referred to as A. Writing B. Charisma C. Authenticity D. Humility

C. Authenticity

#Marketing Twitter is a great example of ________ which is one of the components for having a personal brand A. Personality B. Authenticity C. Community D. Value

C. Community

A _______ helps bring people together, that's what helps in providing value. Many professionals have created communities have helped them build their personal brands A. Portfolio B. Website C. Community D. Collection of social proof E. Blog

C. Community

Which is NOT a component of having a personal brand? A. Personality B. Authenticity C. Fame D. Uniqueness E. Expertise

C. Fame

Which of the following is not an advantage a personal brand provides? A. Giving you exclusive opportunities B. Allowing you to make an impact on the field C. Generating a lot of money D. Setting you apart from others

C. Generating a lot of money

Which of the following is identified in the textbook as a person who has been subjected to cancel culture over the years? A. Dwayne Johnson B. Ryan Reynolds C. Jake Paul D. Taylor Swift

C. Jake Paul

Which is NOT a component of having a personal brand? A. Personality B. Authenticity C. Money D. Uniqueness E. Expertise

C. Money

A personal brand can _______ A. Open doors to experiences that may have been closed otherwise by gatekeepers and others in the industry who have risen due to traditional practices B. Provide a person options to go outside of the lines in the ranks that have been in place for years C. Open doors to experiences that may have been closed otherwise and provide a person options to go outside of the lines in ranks that have been in place for years E. None of the above

C. Open doors to experiences that may have been closed otherwise and provide a person options to go outside of the lines in ranks that have been in place for years

A _______ is the collection of perceptions, associations, personality, characteristics, interests, and areas of expertise a community or industry associates with an individual person A. Corporate brand B. Brand personality C. Personal brand D. Brand persona

C. Personal brand

_______ occurs when violations of expectations happen in the perception of a brand, organization, or person A. Cancel Culture B. Brand personality C. Reputation dissonance D. Creative strategy

C. Reputation dissonance

How can you attract more leads? A. Have a CRM platform B. Build forms on your site C. Start a blog D. Have lead scoring

C. Start a blog

The communicator is concerned with _______ A. What the brand gets out of it B. What the company gets out of it C. What the reader gets out of it D. What the employee gets out of it

C. What the reader gets out of it

What should be your strong foundation? A. Your brand B. Your what C. Your why D. Your company

C. Your why

What part of the strategic plan involves the reporting of KPIs? A. Research B. SWOT Analysis C. Situational Analysis D. Evaluation E. Future Recommendations

D. Evaluation

What is social proof? A. Original content shared on social media B. Your personal presence and brand on social media C. Portfolio work created specifically for social media D. Evidence documented online by others validating your brand E. None of the above

D. Evidence documented online by others validating your brand

What does the acronym SMART stand for? A. Social, marketing, awareness, responsive, timely B. Specific, measurable, awareness, relevant, timely C. Social, measurable, awareness, rewarding, telling D. Specific, measurable, attainable, relevant, timely

D. Specific, measurable, attainable, relevant, timely

What is the difference between tone and voice? A. Tone is consistent, voice changes B. Voice is necessary, tone is optional C. Tone is necessary, voice is optional D. Voice is consistent, tone changes

D. Voice is consistent, tone changes

Steps to build a personal brand include _______ A. Define your purpose B. Offer a new improved opportunity C. Persistence is key D. Personality you are as attractive and charismatic E. All of the above

E. All of the above

What is true about the "Me" perspective of personal branding? A. Focuses on what will benefit the individual only B. Embraces strategies that are short-and long-term in nature but sometimes gets caught up in the moment when fame and accolades come around C. Has a "me first" mentality when it comes to opportunities, challenges, or collaborations D. May appear to be self-centered and focused on achieving personal goals over others involved (ex: community brand, and other industry partners) E. All of the above

E. All of the above

Which is true about having a personal brand? A. It's free to create B. The barrier to entry is minimal C. Any person can create a brand D. You become your best spokesperson for your brand E. All of the above

E. All of the above

Which example of personal branding does Taylor Swift fall under as discussed in the chapter? A. Critical Perspective B. Collaborative Perspective C. "Me" Perpective D. Subtle Perspective E. Ownership-Focused Perspective F. Iconic Perspective

E. Ownership-Focused perspective

Sabrina is working on building her personal brand to get into the sports industry. She is dedicated to her craft and is focused on how their personal brand is presented and used in the media and other places. What perspective of personal branding is Sabrina demonstrating? A. Critical perpective B. Collaborative perspective C. "Me" perpective D. Subtle Perspective E. Ownership-focused perspective F. Iconic Perspective

E. Ownership-focused perspective

The attributes of power, potency, desire, love, energy, determination, action, passion, and courage are all represented by what color A. Green B. Brown C. Blue D. Orange E. Red

E. Red

What example of personal branding does Michael Jordan and Britney Spears fall under as discussed in the chapter? A. Critical Perspective B. Collaborative Perspective C. "Me" Perpective D. Subtle Perspective E. Ownership-Focused perspective F. Iconic Perspective

F. Iconic Perspective

T/F: A brand aesthetic is nice to have, but not required for a personal brand

False

T/F: A personal brand does not need to have a strategy behind it

False

T/F: According to the textbook, Billie Eilish in Kendall Toole were both examples of what NOT to do for a color palette strategy approach for their personal brands

False

T/F: Brand tone focuses on how a personal brand communicates with audiences and how it influences people's perception of the information, messages, and content individuals sharing

False

T/F: Building a personal brand that is successful and sustainable does not take much time

False

T/F: Building a personal brand that is successful and sustainable does not take that much time

False

T/F: Even though we are human beings, we cannot afford to make mistakes and have to pay the consequences with our personal brand for years to come

False

T/F: Interviews -- which may be published and books or presented online shows and broadcasts -- are a great way to showcase your personality, interaction, and presence to showcase humility

False

T/F: It is not important to know what you stand for in a personal brand, just that you have a lot of followers and presence in the industry

False

T/F: Less Friction equals lower customer satisfaction

False

T/F: Once you decide on a brand voice you should never change it

False

T/F: One of the best practices in battling cancel culture is handling on your own

False

T/F: Personal branding was invented in the 21st century

False

T/F: Providing value means your personal brand is not just what you share online but how you conduct yourself in every situation and circumstance

False

T/F: Recommendations are always good to include for strategic plans, but they are not always required

False

T/F: SWOT stands for Strengths, Weaknesses, Openings, and Testimonials

False

T/F: Social Media channels are key extensions for your personal brand and should be the primary hub for posting everything you have

False

T/F: The critical perspective on personal branding is not always in your face but rather involves building the brand slowly and strategically with effort and ease.

False

T/F: The iconic personal branding perspective primarily getting 15 minutes of fame for your personal brand

False

T/F: Using tools like Adobe InDesign and Canva is not encouraged for designing a cover letter or resume

False

T/F: When it comes to personal branding, the only challenges that people face are whether or not to purchase followers to create the illusion of influence

False

T/F: When it comes to your brand voice, you want to use as much brand jargon as you can showcase your expertise and presence in the industry

False

T/F: A brand voice is the overall tone you present in your updates and communication online

True

T/F: A color palette is a group of colors that come together to formulate a brand presence

True

T/F: A personal brand does not emerge overnight or come to life by just announcing to the world that you have one. It takes a bit more work, strategy, and effort to make your personal brand come to life

True

T/F: Authenticity and humility are key elements of personal branding

True

T/F: Cancel culture can occur at any time, anywhere, and any online place

True

T/F: Educating others on a topic relevant to an industry or community is a great way to not only grow a professional network but also to establish a presence on a related topic

True

T/F: Endorsements and testimonials are great, but in order to demonstrate the impact of a personal brand on a larger stage in an industry and in society, there has to be supporting evidence

True

T/F: Focusing on quality interactions and sharing detailed pieces of content is more effective than discussing points for the sole purpose of controlling the narrative and attention in the online community

True

T/F: Having a clear understanding of crisis communication is a great resource for professionals and managing a challenge with their personal brand

True

T/F: Having a clear understanding of crisis communication is a great resource for professionals in managing a challenge with their personal brand

True

T/F: Having a personal brand means you want others to know who you are and what you stand for

True

T/F: In your career and personal brand you may become a target for others, so it is important to be vigilant and proactive in strategies

True

T/F: Once you have establish yourself as someone of prominence in your field, praise will come your way, but also criticism

True

T/F: PESO stands for Paid, Earned, Shared, and Owned

True

T/F: Personal branding is all about being your best advocate and telling your story in an authentic transparent manner

True

T/F: Personal branding is focused on the individual, not on a corporation

True

T/F: The first step in developing your brand voice is to find your why

True

T/F: The iconic perspective of personal branding is usually the hardest perspective to achieve

True

T/F: Those with a critical perspective share the mindset that a personal brand can get you so far but is not the end-all, be-all of items to be considered

True

T/F: Those with the collaborative perspective build relationships and connections with others to amplify their own personal brand. They focus on achieving individual goals for their personal brand, but they realize that in order to do so they have to work with others

True

T/F: If you are able to provide value with information, resources, and insights on a given topic, email newsletters may be beneficial to have and create for your personal brand

True

T/F: It is important to think long-term and be aware of the different perspectives out there for personal branding

True

T/F: We cannot control what other people do. What we can do is control what we are able to control, and that is ourselves

True

T/F: You cannot build a career on personal branding. You have to have the necessary skills, expertise, and insights to get opportunities in the industry

False

T/F: Your brand can only be inspired by a person

False

What is true about a personal brand? A. It takes time and investment to build B. It evolves over time C. You may have to give away ideas & resources at first to establish credibility E. All of the above

E. All of the above

_______ is the overall understanding attitude and presentation of your brand online, whereas _______ is the personality and entity that you want to present online A. Brand tone, brand voice B. Brand voice, brand tone C. Brand personality, brand aesthetic D. Brand aesthetic, brand personality E. Brand personality, brand voice F. Brand voice, brand personality

A. Brand tone, brand voice

What online source has tools that can help you develop your brand voice? A. Mailchimp B. Airbnb C. REI D. Soulcycle

A. Mailchimp

Marketing professional working for HubSpot, Christina Garnett, has made it her mission to advocate for and support individuals active and present on Twitter, specifically in #MarketingTwitter community. In fact, she started a Twitter thread that allows people to share who they are and network with others in the community. The individuals she has helped had fewer than 1,000 followers. What tone is she displaying here according to the chapter? A. Serious B. Friendly C. Confident D. Energetic E. None of the above

B. Friendly

_______ is the overall tone, personality, and entity that you want to present online. It is probably one of the most important elements to consider when looking at either establishing a brand from scratch or enhancing an established brand on social media A. Brand tone B. Brand voice C. Brand personality D. Brand persona E. None of the above

B. Brand voice

Ryan is trying to build his personal brand and is seeking out collaborators and others to partner with. What perspective of personal branding is Ryan participating in? A. Critical Perspective B. Collaborative Perspective C. "Me" Perpective D. Subtle Perspective E. Ownership-Focused perspective F. Iconic Perspective

B. Collaborative Perspective

"Once you know the essentials focus on _______." A. Generating leads B. Customer satisfaction C. Converting leads to customers E. Upselling

B. Customer satisfaction

Which of the following statements is included in Liza's 5 Ds? A. Don't change your message B. Develop your personality C. Assimilate with the crowd D. Develop different whys

B. Develop your personality

In order to overcome cancel culture, a person needs to _______ A. Be aware of what has been said B. Identify what started the call for cancel culture C. Learn from the experience D. All the above

D. All the above

Which of the following does a brand aesthetic include? A. Email signature B. Media kits C. Personal newsletter D. Portfolio E. Professional documents and correspondence F. Social media accounts G. Website and blog H. All of the above

H. All of the above