Question 1 |
Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?
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Question 2 |
Which of the following is a form of earned media for marketing communication messages?
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Question 3 |
Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:
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Question 4 |
In __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests.
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Question 5 |
Buzz and viral marketing both try to:
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Question 6 |
__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.
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Question 7 |
The qualitative value of an exposure through a given medium is known as:
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Question 8 |
The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as:
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Question 9 |
An advertising __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
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Question 10 |
According to researchers, which of the following is the correct order in which content of print advertisements matter?
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Question 11 |
Which of the following is an example of a trade promotion?
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Question 12 |
Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?
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Question 13 |
The weighted number of exposures (WE) of an advertising message over a given medium is given by:
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Question 14 |
__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.
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Question 15 |
__________ advertising aims to stimulate repeat purchase of products and services.
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Question 16 |
The original and oldest form of direct marketing is:
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Question 17 |
Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?
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Question 18 |
People who know and communicate with a great number of other people are called:
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Question 19 |
Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
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Question 20 |
Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?
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