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User-generated content is supplied by ________.
A) market researchers
B) copywriters
C) consumers
D) media planners
E) creative agencies
Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
Which of the following is the most important reason social networking websites are
valuable to marketers?
A) high number of click-throughs
B) affordable banner advertising
C) access to any demographic
D) effective niche marketing
E) ability to engage the power of friendship-based influence
Which of the following is most likely a B2B promotional event?
A) news conference
B) media tour
C) trade show
D) tech support
E) sampling
Which of the following is another name for cross-media?
A) convergence
B) interactivity
C) niche media
D) measured media
E) multichannel
Which of the following is NOT a common type of ad layout?
A) picture window
B) circus
C) dominant type
D) nonlinear
E) jumbled
Which of the following is the most powerful form of persuasion?
A) rational appeal
B) resonance
C) word-of-mouth communication
D) engagement
E) emotional appeal
Catalogs and flyers sent to the office or home are examples of which type of
promotional tool?
A) trade advertising
B) direct-response
C) word-of-mouth
D) specialties
E) public relations
According to SRI International, early adopters ________.
A) have stronger social networks than innovators do
B) cannot be identified by demographics alone
C) are low-volume media users
D) are less technologically savvy than laggards are
E) are heavily influenced by others in their social circles
________ means the advertising message "rings true" and helps the consumer identify
with the brand on a personal level.
A) Resonance
B) Cognition
C) Transformation
D) Symbolism
E) Intention
Which marketing mix element includes product design and development, performance,
branding, and packaging?
A) distribution
B) branding
C) product
D) place
E) promotion
________ media are chosen based on metrics such as GRPs and CPMs, while new
media depend more on factors like brand experience, involvement, and personal impact.
A) Independent
B) Social
C) Measured
D) Analog
E) Digital
A researcher stood at a deli counter, watching and listening as customers chose which
brand of meat to purchase. The researcher was most likely conducting ________.
A) online research
B) focus group research
C) observation research
D) a survey
E) secondary research
