question

Advertising in newspapers offers each of the following advantages, except:

answer

long life

question

The part of the media plan that states measures of goal achievements and the rationale for choices is the:

answer

justification and summary

question

Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?

answer

recency theory

question

To counter the short exposure time and to take advantage of traffic jams in major cities, a new outdoor advertising methodology that has grown in popularity is:

answer

mobile billboards

question

Television offers the following advantages, except:

answer

narrowly defined target markets

question

Intrusion value is:

answer

the ability of an ad to capture a viewer's attention without his or her voluntary attention

question

In terms of television ratings, a new approach that has been growing in use is:

answer

providing a rating for the actual commercial spot

question

Gross impressions are:

answer

the total exposures of an audience to an advertisement

question

In terms of online metrics, dwell time measures the amount of time individuals spend:

answer

with an advertisement

question

In terms of international e-commerce, large merchandise is normally shipped by:

answer

freight forwarders

question

Making sure all channels work together when a company sells through additional channels beyond the Web is

answer

channel integration

question

Which statement below is true about Web 4.0?

answer

it included interactive company and brand websites, social media, blogs, and other communication formats

question

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to

answer

change purchasing habits more permanently

question

The stage of Web development that pushed communication channels to real-time was:

answer

Web 3.0

question

The fastest growing category of online advertising is:

answer

media/video ads

question

The biggest surge in the popularity of product placements occurred:

answer

in 1982 when Reese's Pieces were used to lure E.T. out of hiding

question

Buzz marketing is attractive to marketers because

answer

a recommendation by another person carries a higher level of credibility than does advertising

question

Branded entertainment

answer

is the planned insertion of a brand or product into a movie, television show, or some other media

question

In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was:

answer

in-store advertising

question

The concept of guerilla marketing was created by:

answer

Jay Conrad Levinson

question

Data mining is:

answer

building profiles of customer segments and preparing models that predict their future purchase behavior

question

With the compensation approach to handling objections, the salesperson:

answer

will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection

question

In purchasing a direct mailing list, a response list consists of individuals who have:

answer

made purchases or responded to direct mail offers in the past

question

The first step in the selling process is:

answer

generating leads

question

During the knowledge acquisition stage of the selling process, a salesperson should gather all the following information, except:

answer

identify the current price that the prospect is paying

question

Financial discounts on cases or pallets of merchandise ordered are called:

answer

off-invoice allowances

question

The primary advantage of Internet sampling to the firm providing the sample is that:

answer

only individuals who request the sample will receive it

question

Oscar is on a tight budget so he uses the consumer promotions that will give him the best price for products he buys. Oscar is which type of consumer?

answer

price sensitive

question

The key to a successful sampling program is:

answer

targeting the right audience

question

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not happen at their factories. This is an example of using which approach to managing negative publicity?

answer

crisis management

question

A local race car driver who displays advertising on the car is involved in:

answer

sponsorship marketing

question

In planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be:

answer

monitor the event

question

If an advertisement appears on CSI three times and CSI has a Nielsen rating of 12.3, the gross rating points (GRP) would be:

answer

36.9

question

In business-to-business advertising, as more dollars are shifted to nonbusiness type of media, the amount being spent on:

answer

television, newspapers, and consumer magazines has steadily increased

question

Recency theory suggests that a member in a buying center about ready to purchase a copier has:

answer

selective attention to copier ads

question

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?

answer

security concerns

question

To be successful in using financially-based incentives to encourage online purchases, the incentives:

answer

should be meaningful to those visiting the website and be changed periodically

question

The following are reasons to use guerilla marketing, except:

answer

to reach consumers that cannot be reached with traditional advertising

question

The use of branded entertainment increased sharply with the:

answer

rise of reality television shows where there is a lack of script and the focus is on the real world

question

In terms of online sales, in many cases, receiving which of the following is the first step in the buying process?

answer

catalog

question

Britney likes to use coupons and tends to purchase whichever brand of food has the best coupon offer. Britney is which type of consumer?

answer

promotion prone

question

If negative publicity is combated in an Internet chat room, the approach being used is an:

answer

Internet intervention

question

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

answer

maximize reach through using multiple media and multiple outlet

question

When goods and services are sold on the Internet, the approach to marketing is known as:

answer

e-commerce

question

Budgets for product placements and branded entertainment have increased for the following reasons, except:

answer

seeing brands used in movies and television shows intensifies the desire to purchase the brand

question

Successful database marketing emphasizes two things:

answer

identifying customers and building relationships

question

Rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents would be considered a:

answer

trade contest

question

Cause-related marketing is:

answer

a program that ties marketing to a charity

question

The part of the media plan that spells out the media to be used and creative considerations is the:

answer

media strategy

question

The e-commerce component most directly affected by security concerns is:

answer

payment programs

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