86) ________ are the most common form of content marketing in the mobile arena.
A) Blog posts
B) Search-engine results
C) Downloadable coupons
D) Mobile-optimized videos
E) Embedded links
87) Conventional marketing or sales messages begin with an effort to gain the audience’s
A) attention.
B) money.
C) interest.
D) cooperation.
E) support.
88) ________ take potential customers through the purchasing process without asking for an
immediate purchase decision.
A) Marketing messages
B) Sales messages
C) Mission statements
D) Business previews
E) Direct messages
89) ________ are the particular advantages that purchasers will realize from the features of a
product.
A) Benefits
B) Optimizations
C) Utilization points
D) Selling points
E) Rewards
90) The benefits of a product can be
A) practical but not emotional.
B) emotional but short term.
C) both practical and/or emotional.
D) neither practical nor emotional.
E) short term but not practical
91) Which of the following would NOT be an effective technique for gaining audience attention
in sales messages?
A) Offering an exciting product benefit
B) Encouraging people to place an order
C) Offering a unique solution to a common problem
D) Appealing to people’s emotions
92) Successful marketing and sales messages match the product’s selling points to the audience’s
primary needs or emotional concerns.
93) Marketers are still waiting for mobile advertising and mobile commerce to gain traction with
smartphone users.
94) Marketing and sales messages for social media should have the same focus as other
marketing messages that follow the AIDA plan.
95) Few smartphone users get shopping-related information on their devices.
96) Because using a mobile device is so convenient, most mobile users aren’t pressed for time;
so, they enjoy receiving intricate promotional messages.
97) If potential customers are likely to object to the price of your product or service, what can
you do?
98) How should your approach to the AIDA plan shift when developing marketing messages for
social media?
99) Briefly explain the difference between selling points and benefits, and then give an example
of each.
100) How do ethical businesspeople generally view the concept of persuasion?
A) As a way to show concern for the audience
B) As a way to incorporate the “you” attitude in the marketing message
C) As a way to increase the ramifications of marketing and sales message
D) As a way to avoid the complexities of promotional communication
E) As a way to align their interests with what is best for the audience
101) Which of the following tracks the online behavior of website visitors and delivers
advertising based on what the user appears to be interested in?
A) Behavioral targeting
B) Spam
C) The Federal Trade Commission
D) Remarketing
E) Implied claims
102) Which of the follow are claims that are NOT explicitly made, but can be inferred from what
is or is not said?
A) Behavioral targeting
B) Implied
C) Invasion of privacy
D) Opt-in email newsletters
E) Remarketing
103) Which of the following is the process of trying to attract buyers with a product you don’t
intend to sell, then offering them a different product in its place?
A) Remarketing
B) Opt-ins
C) Permission marketing
D) Behavioral targeting
E) Bait and switch
104) Which of the following is the outcome of failing to fulfill an offer you made in a marketing
or sales message?
A) Breach of contract
B) Invasion of privacy
C) Implied endorsements
D) Ethical lapse
E) Lack of etiquette
105) Using the AIDA approach with social media
A) requires the same steps as the AIDA approach with conventional media.
B) does not work at all.
C) requires a different, more interactive approach.
D) requires a more rigid approach.
E) is unethical.
106) Marketers use ________ to track the online behavior of website visitors and serve up ads
based on what their interests appear to be.
A) cyber stalking
B) crowdsourcing
C) social convergence
D) behavioral targeting
E) demographics
107) Unlike more traditional promotional messages, those written for social media
A) are less interactive.
B) enable companies to engage in conversations about their products and services.
C) allow for less transparency and openness with customers.
D) save money by allowing companies to rely on the news media to distribute important
messages.
E) are more likely to violate ethics policies.
108) An ethical persuasive argument
A) is a contradiction in terms.
B) focuses on how the audience’s actions will benefit the sender.
C) includes any evidence the sender can come up with, whether or not it’s relevant.
D) focuses on being both truthful and non-deceptive.
E) is required by law.
109) In the practice of ________, behaviorally targeted ads from one website follow an online
shopper when he or she moves on to other websites.
A) flanking
B) remarketing
C) cyber stalking
D) stealth advertising
E) market shifting
110) In social-media marketing, ________ are enthusiastic fans of your company and its
products.
A) mega-users
B) champions
C) viral voices
D) repeat customers
E) bloggers
111) How do businesspeople influence audience members?
A) By showing the “you” attitude
B) By acting as an ethical and honest force
C) By providing information and aiding understanding
D) By determining their best interest, and getting the audience to agree
E) By maintaining the highest standards of business ethics
112) Who is responsible for imposing penalties on advertisers who violate standards for truth in
advertising?
A) The Federal Office of Transportation
B) The Federal Ethics Committee
C) TechStar
D) The Federal Trade Commission
E) The Federal Authority for Financial Services
113) Which of the following uses behaviorally targeted ads that follow users even as they move
to other websites?
A) Indirect marketing
B) Implied claims
C) Bait and switch
D) Permission marketing
E) Remarketing
114) Why do some users consider remarketing and behavioral targeting to be unethical?
A) The practice is invasive
B) The practice compromises data security
C) The practice generates additional spam
D) There is no “opt out” option
E) The practice allows bloggers to publish misinformation
115) Which of the following is required by the FTC when statements about a product are an
important part of the purchasing decision for customers?
A) The message must be backed up with evidence
B) The message must be truthful and not deceptive
C) The message must offer bait and switch options
D) The message cannot be geared toward children
E) The message must be considered a binding contract
116) Which of the following is considered to be deceptive by the FTC?
A) Offering a money-back guarantee
B) Using scientific studies to support claims
C) Failing to include important information about the product
D) Asking for the consent of parents before collect personal information about children
E) Using images of public figures
117) Which of the following is the outcome when someone’s name, photograph, or other aspect
of identity is used without permission?
A) An endorsement
B) An invasion of privacy
C) Breach of contract
D) Bait and switch advertising
E) Evidence of a claim
118) Ethical businesspeople view persuasion as a way to align their own interests with what is
best for the audience.
119) Because promotional messages are not legally binding contracts in most states, it is usually
acceptable to imply offers or promises you cannot deliver.
120) You usually do not need permission to use a person’s name or photograph in a marketing or
sales message.
121) What role does conversation marketing play in promotional messages for social media?
122) Why is it especially important in marketing and sales messages to avoid implying offers or
promises you cannot fulfill?
123) Briefly explain several guidelines for adapting marketing and sales messages for social
media.
124) How can marketers make sales and marketing messages truthful and nondeceptive?