Question 1

Which of the following would a brand communication team most likely use to manage social media outlets?

Accepted Answer

A)  Off-the-Wall 
B)  Hulu 
C)  Amazon.com 
D)  Hootsuite 
E)  Constant Contact 
A)  Off-the-Wall 
B)  Hulu 
C)  Amazon.com 
D)  Hootsuite 
E)  Constant Contact

Question 2

Search marketing refers to the use of blogs,linked social networks,and online communities to build relationships with customers.

Accepted Answer

A) True 
 B)False

Question 3

The media used in promotion for a store,product,or event are referred to as ________.

Accepted Answer

A)  press kits 
B)  sales kits 
C)  corporate materials 
D)  merchandising materials 
E)  direct response materials 
A)  press kits 
B)  sales kits 
C)  corporate materials 
D)  merchandising materials 
E)  direct response materials

Question 4

News releases,fact sheets,and position papers are distributed through which of the following?

Accepted Answer

A)  press kits 
B)  kiosks 
C)  sales kits 
D)  point-of-purchase displays 
E)  sales promotions 
A)  press kits 
B)  kiosks 
C)  sales kits 
D)  point-of-purchase displays 
E)  sales promotions

Question 5

Direct-response programs are typically designed to ________.

Accepted Answer

A)  build brand awareness 
B)  inspire brand loyalty 
C)  create brand relationships 
D)  generate transactions 
E)  provide comparative information 
A)  build brand awareness 
B)  inspire brand loyalty 
C)  create brand relationships 
D)  generate transactions 
E)  provide comparative information

Question 6

In which of the following locations would you most likely find an electronic wall?

Accepted Answer

A)  private office 
B)  home entertainment center 
C)  lobby of a large hotel 
D)  classroom 
E)  website 
A)  private office 
B)  home entertainment center 
C)  lobby of a large hotel 
D)  classroom 
E)  website

Question 7

The term ________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product,service,or cause.

Accepted Answer

A)  link 
B)  user-generated ad 
C)  interactive ad 
D)  trailer 
E)  microblog 
A)  link 
B)  user-generated ad 
C)  interactive ad 
D)  trailer 
E)  microblog

Question 8

Most branded apps are free but linked prominently to a brand.

Accepted Answer

A) True 
 B)False

Question 9

What is the marketing benefit of a kiosk?

Accepted Answer

A kiosk is an electronic,public display

Question 10

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

Accepted Answer

A)  to increase competition 
B)  to promote brands 
C)  to engage customers 
D)  to create brand relationships 
E)  to have instantaneous customer connections 
A)  to increase competition 
B)  to promote brands 
C)  to engage customers 
D)  to create brand relationships 
E)  to have instantaneous customer connections

Question 11

A shelf talker is an example of publicity media.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following promotional events would most likely include the use of sales kits?

Accepted Answer

A)  sampling 
B)  news conference 
C)  media tour 
D)  trade show 
E)  informational tour 
A)  sampling 
B)  news conference 
C)  media tour 
D)  trade show 
E)  informational tour

Question 13

Explain the potential disadvantage of viral marketing.

Accepted Answer

Viral communication can carry negative m

Question 14

The "Fourth Screen" of marketing is ________.

Accepted Answer

A)  television 
B)  mobile phones 
C)  movies 
D)  personal computers 
E)  tablets 
A)  television 
B)  mobile phones 
C)  movies 
D)  personal computers 
E)  tablets

Question 15

What is the primary objective of point-of-sale materials?

Accepted Answer

A)  to build brand loyalty 
B)  to provide a special reason to buy 
C)  to offer a price comparison 
D)  to inform customers about product benefits 
E)  to reinforce the brand promise 
A)  to build brand loyalty 
B)  to provide a special reason to buy 
C)  to offer a price comparison 
D)  to inform customers about product benefits 
E)  to reinforce the brand promise

Question 16

________ compiles trusted consumer-written reviews of local businesses.

Accepted Answer

A)  Twitter 
B)  Craig's List 
C)  Tumblr 
D)  Angie's List 
E)  Google+ 
A)  Twitter 
B)  Craig's List 
C)  Tumblr 
D)  Angie's List 
E)  Google+

Question 17

In which of the following locations would a bank be most likely to use a sign spinner?

Accepted Answer

A)  on the bank's corporate website 
B)  on the bank's Facebook page 
C)  on the bank's Twitter feed 
D)  inside the bank 
E)  on the sidewalk outside of the bank 
A)  on the bank's corporate website 
B)  on the bank's Facebook page 
C)  on the bank's Twitter feed 
D)  inside the bank 
E)  on the sidewalk outside of the bank

Question 18

Explain two advantages of using email for brand communication.

Accepted Answer

Email is a quick and inexpensive way for

Question 19

What are the advantages and disadvantages of mobile marketing?

Accepted Answer

Mobile marketing is the strategy of reac

Question 20

The purpose of an employee communication program is to help employees convey strategic brand information in personal conversations with friends and family members.

Accepted Answer

A) True 
 B)False

Which of the following would a brand communication team most likely use to manage social media outlets?

Search marketing refers to the use of blogs,linked social networks,and online communities to build relationships with customers.

The media used in promotion for a store,product,or event are referred to as ________.

News releases,fact sheets,and position papers are distributed through which of the following?

Direct-response programs are typically designed to ________.

In which of the following locations would you most likely find an electronic wall?

The term ________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product,service,or cause.

Most branded apps are free but linked prominently to a brand.

What is the marketing benefit of a kiosk?

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

A shelf talker is an example of publicity media.

Which of the following promotional events would most likely include the use of sales kits?

Explain the potential disadvantage of viral marketing.

The "Fourth Screen" of marketing is ________.

What is the primary objective of point-of-sale materials?

________ compiles trusted consumer-written reviews of local businesses.

In which of the following locations would a bank be most likely to use a sign spinner?

Explain two advantages of using email for brand communication.

What are the advantages and disadvantages of mobile marketing?

The purpose of an employee communication program is to help employees convey strategic brand information in personal conversations with friends and family members.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 13: Owned, Interactive, and Earned Media

Which of the following would a brand communication team most likely use to manage social media outlets?

Search marketing refers to the use of blogs,linked social networks,and online communities to build relationships with customers.

The media used in promotion for a store,product,or event are referred to as ________.

News releases,fact sheets,and position papers are distributed through which of the following?

Direct-response programs are typically designed to ________.

In which of the following locations would you most likely find an electronic wall?

The term ________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product,service,or cause.

Most branded apps are free but linked prominently to a brand.

What is the marketing benefit of a kiosk?

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

A shelf talker is an example of publicity media.

Which of the following promotional events would most likely include the use of sales kits?

Explain the potential disadvantage of viral marketing.

The "Fourth Screen" of marketing is ________.

What is the primary objective of point-of-sale materials?

________ compiles trusted consumer-written reviews of local businesses.

In which of the following locations would a bank be most likely to use a sign spinner?

Explain two advantages of using email for brand communication.

What are the advantages and disadvantages of mobile marketing?

The purpose of an employee communication program is to help employees convey strategic brand information in personal conversations with friends and family members.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters