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In best practices for tracking studies, information is first collected from consumers
________ after the campaign is launched.
A) two days
B) two weeks
C) four weeks
D) six weeks
E) two months
Your local newspaper is an example of ________.
A) broadcast media
B) outdoor media
C) media channels
D) one-to-one media
E) user-generated media
Which of the following refers to information such as demographic profiles of current
customers, response to previous promotions, product sales and distribution patterns, and
the budget of how much can be spent on media?
A) client information
B) market research
C) competitive advertising
D) consumer behavior reports
E) media information
What decision criterion do media planners use to help decide how much to budget in
each DMA or region and for each target audience?
A) image transfer
B) average frequency
C) effective frequency
D) weighting
E) optimum frequency
Which of the following is typically the last ad a customer sees before making the
decision to buy a brand?
A) point-of-purchase material
B) coupon
C) website
D) premium
E) package
Paid persuasive communication that uses mass and interactive media to reach broad
audiences to connect an identified sponsor with a target audience is known as
________.
A) advertising
B) personal selling
C) public relations
D) sponsorship
E) sales promotion
Inserting which of the following before a word in a tweet makes that word a category or
topic than can be tracked?
A) @
B) #
C) ^
D) *
E)
In which advertising message does a speaker present evidence and use an argument to
persuade the audience?
A) soft sell
B) lecture
C) teaser
D) appeal
E) drama
The term ________ describes how a message spreads on the Internet through
interconnected networks of acquaintances.
A) mobile marketing
B) viral communication
C) microblogging
D) crowdsourcing
E) social gaming
Radio's special advantage, referred to as ________, is that the story is visualized in the
listener's imagination.
A) theater of the mind
B) emotional resonance
C) image enhancement
D) abstract theater
E) synthesis
Lovely Locks, a maker of shampoos, is considering entering the cosmetics market. The
company has a line of mascara and eyeliner it wants to introduce. However, first Lovely
Locks must obtain approval from the ________.
A) U.S. Patent and Trademark Office
B) Interstate Commerce Commission
C) Food and Drug Administration
D) Federal Trade Commission
E) Federal Communications Commission
Which marketing mix element includes personal selling, advertising, public relations,
sales promotion, direct marketing, and events and sponsorships?
A) price
B) distribution
C) product
D) place
E) promotion
Which of the following is the first level of evaluation research?
A) consumer insight research
B) competitive analysis
C) pretesting
D) concept testing
E) marketing audit
The ________ refers to the various companies that are involved in moving a product
from its manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
