Question 1

The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

Accepted Answer

A) True 
 B)False

Question 2

One drawback that is particularly relevant to ________ is the user expectation of very quick and timely response to questions or comments.

Accepted Answer

A)  Twitter 
B)  blogs 
C)  Facebook 
D)  e-mail 
E)  Snapchat 
A)  Twitter 
B)  blogs 
C)  Facebook 
D)  e-mail 
E)  Snapchat

Question 3

Any website feature that can be used on a computer can also be used on a smartphone with the same results.

Accepted Answer

A) True 
 B)False

Question 4

________ enables the spread of a marketing campaign to potentially large audiences through acts of individual users as marketing communication channels.

Accepted Answer

A)  A promotion strategy 
B)  Customization 
C)  Viral marketing 
D)  The diffusion process 
E)  Segmentation 
A)  A promotion strategy 
B)  Customization 
C)  Viral marketing 
D)  The diffusion process 
E)  Segmentation

Question 5

Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.

Accepted Answer

A)  social media marketing 
B)  sales promotion 
C)  public relations 
D)  direct and interactive marketing 
E)  personal selling 
A)  social media marketing 
B)  sales promotion 
C)  public relations 
D)  direct and interactive marketing 
E)  personal selling

Question 6

In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.

Accepted Answer

A)  banner ads 
B)  interstitials 
C)  microsites 
D)  search ads 
E)  search engines 
A)  banner ads 
B)  interstitials 
C)  microsites 
D)  search ads 
E)  search engines

Question 7

Which capability of promotion is used to let customers know about new products or brands offered by a firm?

Accepted Answer

A)  to take action 
B)  to sell 
C)  to persuade 
D)  to inform 
E)  to remind 
A)  to take action 
B)  to sell 
C)  to persuade 
D)  to inform 
E)  to remind

Question 8

A modern interpretation of a(n) ________ is a group of people connected through technology.

Accepted Answer

A)  online database 
B)  marketing mix 
C)  social network 
D)  blog 
E)  wiki 
A)  online database 
B)  marketing mix 
C)  social network 
D)  blog 
E)  wiki

Question 9

The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

Accepted Answer

A) True 
 B)False

Question 10

When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

Accepted Answer

A) True 
 B)False

Question 11

The cognitive step of the AIDA model is ________.

Accepted Answer

A)  attention 
B)  interest 
C)  desire 
D)  remembering action 
E)  advertising 
A)  attention 
B)  interest 
C)  desire 
D)  remembering action 
E)  advertising

Question 12

________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.

Accepted Answer

A)  Community 
B)  Content 
C)  Commerce 
D)  Context 
E)  Customization 
A)  Community 
B)  Content 
C)  Commerce 
D)  Context 
E)  Customization

Question 13

The affective steps of AIDA are ________.

Accepted Answer

A)  aspiration and action 
B)  decision and action 
C)  desire and attention 
D)  attention and interest 
E)  interest and desire 
A)  aspiration and action 
B)  decision and action 
C)  desire and attention 
D)  attention and interest 
E)  interest and desire

Question 14

Organizations should engage in ________ social networking platforms.

Accepted Answer

A)  one or two 
B)  the four most popular 
C)  only the most relevant 
D)  all 
E)  at least five or six 
A)  one or two 
B)  the four most popular 
C)  only the most relevant 
D)  all 
E)  at least five or six

Question 15

What is NOT included in the AIDA acronym?

Accepted Answer

A)  interest 
B)  attitude 
C)  desire 
D)  attention 
E)  action 
A)  interest 
B)  attitude 
C)  desire 
D)  attention 
E)  action

Question 16

Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

Accepted Answer

A) True 
 B)False

Question 17

What is the final element the marketing manager should implement in promotional strategy?

Accepted Answer

A)  identify targets for promotion 
B)  prepare promotion budget 
C)  develop the message 
D)  establish measures of results 
E)  select the promotion mix 
A)  identify targets for promotion 
B)  prepare promotion budget 
C)  develop the message 
D)  establish measures of results 
E)  select the promotion mix

Question 18

A unique feature of Snapchat is that shared information is ________.

Accepted Answer

A)  temporary 
B)  networked 
C)  not brand related 
D)  unique 
E)  popular with older consumers 
A)  temporary 
B)  networked 
C)  not brand related 
D)  unique 
E)  popular with older consumers

Question 19

Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers.

Accepted Answer

A) True 
 B)False

Question 20

The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

Accepted Answer

A) True 
 B)False

The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

One drawback that is particularly relevant to ________ is the user expectation of very quick and timely response to questions or comments.

Any website feature that can be used on a computer can also be used on a smartphone with the same results.

________ enables the spread of a marketing campaign to potentially large audiences through acts of individual users as marketing communication channels.

Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.

In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.

Which capability of promotion is used to let customers know about new products or brands offered by a firm?

A modern interpretation of a(n) ________ is a group of people connected through technology.

The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

The cognitive step of the AIDA model is ________.

________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.

The affective steps of AIDA are ________.

Organizations should engage in ________ social networking platforms.

What is NOT included in the AIDA acronym?

Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

What is the final element the marketing manager should implement in promotional strategy?

A unique feature of Snapchat is that shared information is ________.

Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers.

The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

Marketing in Today's Business Milieu

Marketing Foundations: Global, Ethical, Sustainable

Elements of Marketing Strategy, Planning, and Competition

Market Research Essentials

CRM, Big Data, and Marketing Analytics

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product Strategy and New Product Development

Build the Brand

Service as the Core Offering

Manage Pricing Decisions

Manage Marketing Channels, Logistics, and Supply Chain

Promotion Essentials: Legacy Approaches

Filters

Exam 13: Promotion Essentials: Digital and Social Media Marketing

The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

One drawback that is particularly relevant to ________ is the user expectation of very quick and timely response to questions or comments.

Any website feature that can be used on a computer can also be used on a smartphone with the same results.

________ enables the spread of a marketing campaign to potentially large audiences through acts of individual users as marketing communication channels.

Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.

In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.

Which capability of promotion is used to let customers know about new products or brands offered by a firm?

A modern interpretation of a(n) ________ is a group of people connected through technology.

The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

The cognitive step of the AIDA model is ________.

________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.

The affective steps of AIDA are ________.

Organizations should engage in ________ social networking platforms.

What is NOT included in the AIDA acronym?

Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

What is the final element the marketing manager should implement in promotional strategy?

A unique feature of Snapchat is that shared information is ________.

Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers.

The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

Marketing in Today's Business Milieu

Marketing Foundations: Global, Ethical, Sustainable

Elements of Marketing Strategy, Planning, and Competition

Market Research Essentials

CRM, Big Data, and Marketing Analytics

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product Strategy and New Product Development

Build the Brand

Service as the Core Offering

Manage Pricing Decisions

Manage Marketing Channels, Logistics, and Supply Chain

Promotion Essentials: Legacy Approaches

Filters