48) When Sonja bought her new Samsung phone, she couldn’t wait to show her co-workers its
new features, all of which were widely-advertised by the company. The next day, three of them
went out and bought the same phone. Which stage of the AIDA model was created through
Sonja’s actions?
A) attitude
B) awareness
C) interest
D) desire
E) purchase
49) Which of the following is NOT part of the AIDA model?
A) attention
B) interest
C) desire
D) action
E) attitude
50) Gaining a potential customer’s attention requires investment in mass appeal forms of
promotion, most notably advertising and ________.
A) social media marketing
B) sales promotion
C) public relations
D) direct and interactive marketing
E) personal selling
51) The cognitive step of the AIDA model is ________.
A) attention
B) interest
C) desire
D) remembering action
E) advertising
52) The affective steps of AIDA are ________.
A) aspiration and action
B) decision and action
C) desire and attention
D) attention and interest
E) interest and desire
53) The behavioral step of AIDA is ________.
A) attention
B) desire
C) action
D) aspiration
E) interest
54) In the initial introduction of the Prius, Toyota put much effort into building awareness of the
emerging need for hybrid cars and also educating potential customers about what a hybrid car
actually is. This is an example of the ________ stage in the AIDA model.
A) attention
B) interest
C) desire
D) decision
E) action
55) ________ media refers to a customer or commercial entity choosing to act as a marketing
communication channel for the organization at no cost.
A) Owned
B) Earned
C) Paid
D) Social
E) Free
56) Carrie maintains a cooking blog, and she often mentions products by name if she feels they
are especially nutritional and easy to obtain. This is an example of ________ media.
A) owned
B) earned
C) paid
D) display
E) free
57) Digital ads designed to blend in with the format and style of the content that a website
delivers are called ________ ads.
A) inline
B) display
C) social network
D) featured
E) native
58) ________, 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.
A) Community
B) Content
C) Commerce
D) Context
E) Customization
59) ________, one of the seven design elements of the customer interface in a website, is a site’s
ability to tailor itself to different users or allow users to personalize the site.
A) Communication
B) Customization
C) Community
D) Connections
E) Commerce
60) ________, one of the seven dimensions used by researchers to define a website interface, is a
site’s ability to enable transactions.
A) Connections
B) Community
C) Commerce
D) Communication
E) Content
61) ________ refers to the various ways a site enables user-to-user communications.
A) Community
B) Customization
C) Content
D) Commerce
E) Context
62) ________ is the interactive channel that allows companies to interact with customers in three
key ways.
A) Communication
B) Community
C) Customization
D) Context
E) Connections
63) In addition to the company’s primary website, many companies create smaller, more focused
sites that deal with specific topics such as new product introductions or targeted products within
a large product portfolio known as ________.
A) blogs
B) microsites
C) social networking sites
D) profiles
E) micro blog sites
64) Yahoo allows users to create their own Yahoo experience defining the look and content of
their Yahoo web page. Which element of the customer interface does this illustrate?
A) customization
B) context
C) content
D) communication
E) connections
65) 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.
A) banner ads
B) interstitials
C) microsites
D) search ads
E) search engines
66) M-commerce refers to purchases made ________.
A) as the result of direct marketing efforts
B) for business and not consumer use
C) with a mobile device
D) at a local market
E) following a public relations event
67) Organizations should engage in ________ social networking platforms.
A) one or two
B) the four most popular
C) only the most relevant
D) all
E) at least five or six
68) A modern interpretation of a(n) ________ is a group of people connected through
technology.
A) online database
B) marketing mix
C) social network
D) blog
E) wiki
69) One drawback that is particularly relevant to ________ is the user expectation of very quick
and timely response to questions or comments.
A) Twitter
B) blogs
C) Facebook
D) e-mail
E) Snapchat
70) A unique feature of Snapchat is that shared information is ________.
A) temporary
B) networked
C) not brand related
D) unique
E) popular with older consumers
71) A plan for initiating a viral marketing campaign to specific customers is called a(n)
________.
A) seeding strategy
B) dark web
C) viral marketing strategy
D) diffusion process
E) PR campaign