Question 1

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.

Accepted Answer

A)  logic 
B)  emotion 
C)  humor 
D)  scarcity 
E)  sentiment 
A)  logic 
B)  emotion 
C)  humor 
D)  scarcity 
E)  sentiment

Question 2

What is public relations?

Accepted Answer

Public relations encompasses a wide vari

Question 3

Fashion Tree,an online retailer of fashion apparel,asks its website visitors if they want to opt-in to its mailing list,via a pop-up screen.This enables the firm to avoid annoying its customers.Every month Fashion Tree sends an e-mail highlighting current fashion trends to individuals who opt-in to its mailing list.In this example,Fashion Tree uses ________.

Accepted Answer

A)  remarketing 
B)  stealth marketing 
C)  search engine marketing 
D)  targeted display advertising 
E)  permission-based marketing 
A)  remarketing 
B)  stealth marketing 
C)  search engine marketing 
D)  targeted display advertising 
E)  permission-based marketing

Question 4

Compare and contrast institutional advertising with advocacy advertising.

Accepted Answer

Institutional advertising is designed to

Question 5

The blend of communication vehicles a company uses to reach its current and potential customers is its marketing mix.

Accepted Answer

A) True 
 B)False

Question 6

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

Accepted Answer

A)  Push strategy 
B)  Trade allowances 
C)  Brand communities 
D)  Public relations 
E)  Pull strategy 
A)  Push strategy 
B)  Trade allowances 
C)  Brand communities 
D)  Public relations 
E)  Pull strategy

Question 7

________ involves ads with graphical content served up on web pages based on some knowledge of an individual's interests or behaviors.

Accepted Answer

A)  Targeted display advertising 
B)  Infomercials 
C)  Institutional advertising 
D)  Guerrilla advertising 
E)  Product placement 
A)  Targeted display advertising 
B)  Infomercials 
C)  Institutional advertising 
D)  Guerrilla advertising 
E)  Product placement

Question 8

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.

Accepted Answer

A)  institutional advertising 
B)  direct marketing 
C)  product placement 
D)  guerrilla advertising 
E)  personal selling 
A)  institutional advertising 
B)  direct marketing 
C)  product placement 
D)  guerrilla advertising 
E)  personal selling

Question 9

Compare and contrast the advantages and disadvantages of newspapers as advertising media,with that of television.

Accepted Answer

The advantages of using newspaper as an

Question 10

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Accepted Answer

A)  Direct selling 
B)  Sales promotion 
C)  Institutional advertising 
D)  Public relations 
E)  Brand communities 
A)  Direct selling 
B)  Sales promotion 
C)  Institutional advertising 
D)  Public relations 
E)  Brand communities

Question 11

Paper couponing is an efficient technique.

Accepted Answer

A) True 
 B)False

Question 12

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

Accepted Answer

A)  product 
B)  comparative 
C)  advocacy 
D)  cooperative 
E)  consultative 
A)  product 
B)  comparative 
C)  advocacy 
D)  cooperative 
E)  consultative

Question 13

The social communication model is limited to the consumer sector.

Accepted Answer

A) True 
 B)False

Question 14

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

Accepted Answer

A)  tends to be interactive and conversational 
B)  tends to be bidirectional or multidirectional 
C)  tends to have a higher message frequency 
D)  focuses on collaboration with customers 
E)  tends to be intrusive and unidirectional 
A)  tends to be interactive and conversational 
B)  tends to be bidirectional or multidirectional 
C)  tends to have a higher message frequency 
D)  focuses on collaboration with customers 
E)  tends to be intrusive and unidirectional

Question 15

With rebates,companies offer partial reimbursement of the price as a purchase incentive.

Accepted Answer

A) True 
 B)False

Question 16

Compare and contrast the conventional promotion model with the new social model of customer communication.

Accepted Answer

Conventional marketing communication was

Question 17

Discuss the guidelines that companies should follow while using social media.

Accepted Answer

Social media can be a powerful communica

Question 18

Business-to-business advertising relies heavily on emotional appeals.

Accepted Answer

A) True 
 B)False

Question 19

E-Shopper is an online retailer of books, movies, music, games, electronics, toys, apparel and general home items. The firm tracks the online activities of website visitors such as the links that their website visitors click on, the searches they make, and the things that they interact with. Based on this information, they serve up ads based on what the website visitor appears to be interested in. In this example, E-Shopper uses which of the following promotional strategies?

Accepted Answer

A)  behavioral targeting 
B)  bait and switch advertising 
C)  remarketing 
D)  comparative advertising 
E)  reminder advertising 
A)  behavioral targeting 
B)  bait and switch advertising 
C)  remarketing 
D)  comparative advertising 
E)  reminder advertising

Question 20

Which of the following is an advantage of using newspapers as an advertising media?

Accepted Answer

A)  long lead time for placing ads 
B)  low visual competition from other ads 
C)  extensive market coverage 
D)  long life span 
E)  printed papers have rapidly increasing readership in most cities 
A)  long lead time for placing ads 
B)  low visual competition from other ads 
C)  extensive market coverage 
D)  long life span 
E)  printed papers have rapidly increasing readership in most cities

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.

What is public relations?

Compare and contrast institutional advertising with advocacy advertising.

The blend of communication vehicles a company uses to reach its current and potential customers is its marketing mix.

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

________ involves ads with graphical content served up on web pages based on some knowledge of an individual's interests or behaviors.

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.

Compare and contrast the advantages and disadvantages of newspapers as advertising media,with that of television.

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Paper couponing is an efficient technique.

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

The social communication model is limited to the consumer sector.

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

With rebates,companies offer partial reimbursement of the price as a purchase incentive.

Compare and contrast the conventional promotion model with the new social model of customer communication.

Discuss the guidelines that companies should follow while using social media.

Business-to-business advertising relies heavily on emotional appeals.

Which of the following is an advantage of using newspapers as an advertising media?

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters

Exam 16: Customer Communication

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.

What is public relations?

Compare and contrast institutional advertising with advocacy advertising.

The blend of communication vehicles a company uses to reach its current and potential customers is its marketing mix.

________ encompasses a wide variety of nonsales communications that businesses have with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.

________ involves ads with graphical content served up on web pages based on some knowledge of an individual's interests or behaviors.

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.

Compare and contrast the advantages and disadvantages of newspapers as advertising media,with that of television.

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Paper couponing is an efficient technique.

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

The social communication model is limited to the consumer sector.

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

With rebates,companies offer partial reimbursement of the price as a purchase incentive.

Compare and contrast the conventional promotion model with the new social model of customer communication.

Discuss the guidelines that companies should follow while using social media.

Business-to-business advertising relies heavily on emotional appeals.

Which of the following is an advantage of using newspapers as an advertising media?

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters