IMC Final

A title tag presents a short line of meta-copy, which is extremely important to search engines.

True

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

True

Approximately 42 percent of online consumers use multiple social networking sites.

True

Best Buy has been at the forefront of customer-generated reviews.

True

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

True

Brand communities are not unique to the United States. They are developing in other countries, such as China.

True

Brand insertions are the most effective when they seem to logically fit the show or story.

True

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

True

Cultural adaptation software makes it possible to tailor a website to individual countries.

True

Facebook now has over one billion users worldwide.

True

Facial recognition technology offers an innovative new form of alternative media advertising.

True

Faith received an email from Volkswagen exactly one year after she purchased her Volkswagen. The company thanked her for her purchase and encouraged her to access the company's website. This is an example of trawling.

True

Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

True

Influencer marketing involves an individual marketing a brand through social media.

True

Interactive marketing emphasizes the targeting of individuals with personalized information, and engages the customer with the product and company in some way.

True

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a sponsorship program.

True

PACT stands for position advertising copytesting.

True

The data warehouse holds all customer data.

True

Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.

True

Using point-of-sale data to evaluate point-of-purchase displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.

True

Viral marketing campaigns can utilize email or blogs.

True

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

True

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

True

While database marketing can be used for selling products, the primary benefit is the enhancement of customer loyalty.

True

With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

True

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

True

Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

False

Entitlings and enhancements are reactive damage control public relations activities.

False

Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

False

Experiential marketing combines direct marketing, buzz marketing, and sales promotions into a single consumer experience.

False

Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

False

IDC Research indicates that females now make up 50 percent of video game players.

False

Position advertising copytesting (PACT) was designed originally to assist in the evaluation of digital ads.

False

Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

False

The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.

False

The principles of position advertising copytesting (PACT) state that a single measure is sufficient to evaluate an ad.

False

The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

False

Trawling is the process of coding data files with lifetime values and customer cluster codes

False

When a customer's objections are partially true, a salesperson can use the indirect approach to handle the objection.

False

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

Feel, felt, found"

Facebook is which type of site?

General social networking

A local race car driver who displays advertising on his or her car is involved in which type of marketing?

Sponsorship

A storyboard is used to outline the structure of which type of advertisement?

Television

Green marketing is:

developing and selling environmentally friendly products.

A local restaurant that pays for the arena to host a rodeo for children with disabilities is involved in:

event marketing.

In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of:

interactivity.

If negative publicity is combated in a chat room on the internet, the approach being used is an:

internet intervention.

Lifestyle marketing:

involves identifying marketing methods associated with the hobbies and entertainment venues of a target market.

Buzz marketing can be compared to a virus. The incubation stage:

involves the product being used by a few innovators or trendsetters.

Product placement:

is the planned insertion of a brand into a movie, television show, or some other media.

The online metric that measures how long an individual stays at a particular website is:

length of engagement.

Common forms of database coding are:

lifetime value analysis, customer cluster analysis, and location-data tracking.

During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of:

real-time marketing.

The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:

real-time marketing.

Response rates are often higher for permission marketing programs because consumers:

receive marketing materials for which they gave permission.

To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:

reciprocity.

Guerilla marketing includes each of the following characteristics except:

a national integrated campaign.

An apology strategy to manage a negative publicity situation should include each of the following elements except:

a statement about behaviors of the competition.

In terms of generating buzz, brand evangelists are asked to:

be upfront and honest about their connections with the brand.

In an advertising tracking research exercise, respondents are shown a(n):

brief portion of the ad or stills of the ad with the brand name removed or hidden.

Typical goals for frequency or loyalty programs include each of the following except:

build brand parity.

Word-of-mouth marketing is also known as:

buzz marketing.

Destiny is getting ready to close her sales call. She assumes the customer will say "yes" so she just asks how many cases they would like shipped. This is an example of which type of close?

Assumptive

Using geocoding, a company's marketing department can add which of the following to each customer's record?

Demographic information and lifestyle data as well as the geographical codes

What does digital marketing mean?

Digital marketing includes all of the components of e-commerce, internet marketing, and mobile marketing, or anything with a digital footprint.

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be which type of close?

Direct

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

Direct sales

Which is not a behavioral evaluation measure?

Emotional reaction

Believing that Wheaties may help make you a champion, because so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for image damage?

Entitlings

A Coca-Cola booth at spring break on South Padre Island is an example of which type of marketing?

Event

Conducting a health fair at a local hospital is an example of which type of marketing?

Event

When a firm supports a specific event, such as a local youth baseball tournament, it is which type of marketing?

Event

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone used which method?

Expression of innocence

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser used which method?

Expression of innocence

Approximately two-thirds of internet users have a profile on:

Facebook

All of the following statements about Facebook are true except:

Facebook generates about $1 billion in advertising revenue.

Despite its changing demographics, Facebook remains an attractive social media network for advertisers because:

Facebook now has 1.2 billion users worldwide.

A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

False

A blog produced by a brand offers the firm's marketing personnel, as well as visitors, the most freedom in posting material and making comments.

False

A bounce rate is not related to exit page statistics.

False

A buzz score (or brand buzz) accounts for the degree of bounce exhibited by a web page.

False

A component of brand engagement for e-commerce is customization, which welcomes a person back to a website by name.

False

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

False

A key disadvantage of brand placement is the high cost-per-viewer, especially for movies.

False

A low percentage of online shoppers abandon shopping carts prior to checkout.

False

A major advantage of cinema advertising is that the advertisements can be integrated into the movie plot.

False

A marketing database follows accounting rules.

False

A mobile-optimized design seeks to allow individuals to easily locate merchandise on a webpage.

False

A mobile-optimized design seeks to locate consumers as they shop.

False

A new trend in corporate social responsibility, purpose marketing, focuses ads on values, behaviors, and beliefs of the company's high-ranking officers.

False

A portfolio test is a display of television advertisement in a theater.

False

A special form of guerilla marketing is stealth marketing, which uses surreptitious practices to introduce individuals to a product.

False

A storyboard is a series of pictures providing an overview of the structure of a website design.

False

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

False

A title tag presents access to a personalized webpage.

False

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

False

According to BizRateResearch, the most popular online promotion is a price-off offer.

False

According to consumers, ceiling banners and overhead mobiles are the most engaging forms of in-store advertising.

False

According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.

False

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

False

Advertising tracking services offer the advantage of providing diagnostics that allow an advertising agency to understand why an ad did not perform well.

False

Alternative media is used almost exclusively in the United States with little presence in other countries.

False

Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.

False

An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.

False

An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

False

An expression of innocence is a form of apology strategies.

False

Approximately 70 percent of Pinterest users are male.

False

Ariana moved to a new apartment. She soon received a letter from Bed, Bath, and Beyond containing a coupon for merchandise she may need in her new apartment. This is an example of data mining.

False

Assessment of a sponsorship is not usually performed because of the challenge of finding meaningful measures.

False

Bandwidth used by countries around the world has now been standardized allowing for easier global e-commerce activities.

False

Banner ads account for about half of all online advertising.

False

Because mistakes can generate social buzz, it can be used as an effective content seeding strategy.

False

Biometric research measures psychological responses, such as attitudinal changes.

False

Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary.

False

Brand ambassadors or customer evangelists are typically individuals who were loyal to a competitor's brand, but have switched to the sponsor's brand because of the incentives offered.

False

Brand engagement typically focuses on direct mail and toll free numbers to drive customers to e-commerce sites to make purchases.

False

Brand spiraling is the practice of using interactive media to promote and attract consumers to an online website.

False

Branded entertainment is the insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers.

False

Branded entertainment is the ultimate demonstration of brand loyalty and brand devotion.

False

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

False

Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

False

Cause-related marketing and green marketing are essentially the same activity.

False

Cause-related marketing can reduce the problem of brand equity by helping consumers feel more loyal to a brand.

False

Cause-related marketing is an internal program working with company employees.

False

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

False

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

False

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

False

Companies develop frequency programs to encourage customer loyalty and to generate sales.

False

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

False

Content marketing consists of sending useful information to customers through either text messages or email.

False

Copytesting by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.

False

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

False

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

False

Customer contact personnel should not allow the lifetime value of individual customers affect the way they deal with customers because every customer should be treated equally.

False

Customer relationship management programs are built on two primary metrics: lifetime value of customers and data mining.

False

Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

False

Damage control and greenwashing are essentially the same public relations practices.

False

Damage control is only used when consumers make unjustified complaints against a company.

False

Database and personal selling methods are not adaptable to international settings.

False

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

False

Direct sales are not an attractive method for selling products to consumers.

False

Due to cultural differences, public relations programs have become less important in international marketing efforts.

False

During the infection stage of buzz marketing, it is virtually impossible to generate word-of-mouth communications from actual customers.

False

During the infection stage of buzz marketing, the product is being introduced to the market

False

During the inoculation stage of buzz marketing, the product is being used by a few innovators or trendsetters.

False

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

False

Employees are external stakeholders of an organization.

False

Facial recognition technology has allowed marketers to embed targeted ads in video games.

False

Financial analysis has revealed that socially responsible firms are unlikely to thrive and survive in the long term.

False

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

False

For a viral marketing campaign to work, individuals must be offered financial incentives to pass the message along to other consumers.

False

For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

False

For long-term success in permission marketing programs, customers should feel empowered, which means they are able to choose their incentive when they join the permission program.

False

For movie makers and television producers, the primary motivation behind using product placements and branded entertainment is that it creates a positive attitude toward the movie or show and increases viewership.

False

For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.

False

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store.

False

Geocoding allows for combining demographic information, geographic information, and purchase history data.

False

Getting "likes" on Facebook is important because it almost always translates into sales.

False

Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media.

False

Greenback Green consumers are less committed to environmentally safe products.

False

Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

False

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

False

Guerrilla marketing emphasizes consumers passing along information about a product to other consumers.

False

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.

False

Heavy users of a good or service are the best segment to target with a frequency program.

False

If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

False

If a fan makes raving positive comments about a brand in social media, that fan should be recruited as a brand advocate.

False

If brand communities are to thrive, it is important that the brand community be driven by brand owners and for the company not to get involved.

False

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy, then using the summarization close works the best.

False

Impression management includes justifications, which are expressions of innocence.

False

Impression management is the process of making an apology for a mistake.

False

In a marketing communications and impact on brand image there is "no such thing as bad publicity."

False

In a stealth marketing program, brand ambassadors are not being paid or compensated to promote and talk about a brand.

False

In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.

False

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

False

In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.

False

In evaluating online advertising, dwell time measures the amount of time an individual spends on a website.

False

In growing revenue and building brand loyalty through Facebook, "likes" is more important than "shares."

False

In listening to social chatter, brands should consider only the positive comments.

False

In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

False

In public relations, a hit is the negative mention of a company's name in a news story.

False

In purchasing a mailing list, a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

False

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

False

In recruiting brand advocates through social listening, the most critical characteristic is an emotional connection to the brand.

False

In terms of expenditures on sponsorships and events the second largest category of expenditures is for the arts.

False

In terms of generating leads, the best method is purchasing response lists from database vendors.

False

In terms of generating sales leads, networking and using directories produces superior leads to using a firm's internal database.

False

In terms of social media marketing, most brands utilize a single social media network.

False

In using impression management in a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

False

In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.

False

Information about a prospect should always be collected in advance to making a sales call.

False

Information about current customers, former customers, and prospects is contained within a firm's operational database.

False

Instagram presents the largest source of display ads of all social networks.

False

Internet interventions are designed to combat negative news articles.

False

Interstate Batteries' sponsorship of a NASCAR driver and car is an example of a public relations program.

False

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

False

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

False

It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

False

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

False

Jim has been on the internet searching for a boat and reading about the various brands. An ad pops up on the computer screen advertising a particular brand. This is an example of geo-targeting based on keyword searches or content read.

False

Key figures in calculating the lifetime value of a consumer or set of consumers are revenues, costs, and purchase history.

False

Labor unions and shareholders are external stakeholders.

False

Length of engagement is the number one way companies measure the impact of online advertising.

False

Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

False

Lifestyle marketing involves interacting with consumers to create excitement that will spread by word-of-mouth communications.

False

Lifetime value is a figure that represents revenues and profits received from a customer throughout the lifetime of a relationship.

False

Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.

False

Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.

False

Marketers do not need to be concerned with offline channel integration, because those outlets reach different customers.

False

Marketers should develop different digital marketing strategies for each type of screen.

False

Measuring changes in sales that follow a marketing campaign is now easier than ever because of internet technology and the use of "cookies."

False

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

False

Mentions of the brand name in social media will automatically boost organic search rankings.

False

Message evaluations primarily deal with customer actions and outcomes, such as making store visits or accessing a website.

False

Message evaluations primarily deal with visible consumer actions, such as making store visits or clipping a coupon.

False

Most Facebook users are located within the United States.

False

Most companies in the United States have someone assigned to monitor corporate reputation.

False

Most company leaders do a thorough job of understanding the corporation's reputation.

False

Most consumers are tolerant of spam, which makes the creation of an email program easier.

False

Most consumers will purchase green products even when the quality is slightly lower.

False

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

False

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

False

Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education.

False

Of the different types of mailing lists that can be purchased, the least expensive is a response list.

False

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

False

Of the three methods of search engine optimization, the most effective is paid search ads.

False

One reason brand communities form is that the owners of a brand all tend to have common characteristics and common lifestyles.

False

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

False

Online sales account for nearly one-fifth of all retail activity.

False

Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

False

Overall, males utilize social media more than females.

False

POP is short for "Place on Page," an internet advertising term to designate an ad placement.

False

Practically every company actively promotes its environmentally safe products in some manner.

False

Proactive damage control strategies include entitlings, enhancements, and crisis management.

False

Procedures used to evaluate advertising and marketing should be developed after launching a campaign.

False

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

False

Purchase and website visit histories are sufficient to build a quality database.

False

QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

False

Real-time marketing has shown success in sporting events, but not for non-sporting events.

False

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

False

Retailers believe point-of-purchase materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

False

Retailers prefer point-of-purchase materials that entertain consumers and provide digital interactive capabilities.

False

Retaining current customers is more expensive than gaining new customers.

False

Search engine optimization is the process of placing advertisements on search sites.

False

Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

False

Social media is any digital tool or venue that allows individuals to socialize on the web or in person.

False

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

False

Some marketers contend that the only valid evaluation criterion of marketing that should be used is brand attitude.

False

Some marketers view stealth marketing as a shrewd way to introduce products to people, while others believe it is unethical because the brand sponsor does not reveal his/her identity

False

Sponsored content produces significantly better results than a brand having its own branded content.

False

Sponsoring cultural events, such as classical music groups, jazz bands, visual art exhibits, and noted painters, best fits manufacturers and mass merchandising types of retail stores.

False

Sponsorships and event marketing are used by companies to create a short-term burst in sales.

False

Sponsorships and event marketing have increased in popularity during past decades due to their ability to enhance brand equity and brand awareness.

False

Stealth marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

False

Successful cataloging requires data mining that allows for targeting of recipients.

False

Successful database marketing emphasizes two things: identifying customers and producing sales.

False

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

False

Test markets can only be used to test the effects of price changes on sales.

False

The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.

False

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

False

The best point-of-purchase (POP) displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

False

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

False

The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.

False

The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

False

The decision criteria used in selecting a public relations firm is different than criteria in selecting an advertising agency.

False

The difference between event marketing and sponsorship marketing is the duration of the program being featured.

False

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

False

The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

False

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

False

The internet has not been a successful medium for direct response advertising.

False

The internet is the ideal medium for interactive marketing because of the low cost per contact.

False

The key to cause-related marketing is finding a cause that resonates with consumers, whether or not that cause matches a particular company's business.

False

The key to lifestyle marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.

False

The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.

False

The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.

False

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

False

The many forms of social media marketing mean that viral marketing is more effective today than in the past.

False

The marketing or social media department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

False

The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing.

False

The most common form of direct marketing is email.

False

The most common form of location-based advertising is geo-fencing.

False

The most important part of the sales call, and the most difficult for most salespeople, is handling objections.

False

The number one reason that individuals remain loyal to a permission marketing program after they have joined is a chance to win prizes in a contest or sweepstakes.

False

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

False

The primary disadvantage of product placements within video games is that the action is so fast that the ads are not displayed long enough to be effective.

False

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

False

The primary reason for building a database, coding the information, and mining data is to use the output to build programs that will boost sales revenues.

False

The primary reasons consumers follow a brand is to keep up with the brand's activities and to receive special deals or take part in a contest or sweepstake.

False

The principles of position advertising copytesting (PACT) state that tests should be conducted within laboratory settings and not in field settings.

False

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

False

The store shelf and point-of-purchase display represent an initial opportunity for the manufacturer to reach the consumer before a purchase is made.

False

The term advergames refers to the placement of ads and products in video games.

False

The use of branded entertainment increased sharply with the rise of mystery detective television shows.

False

The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

False

Three types of incentives used to encourage customers to make online purchases include financially-based incentives, convenience-based incentives, and location-based incentives.

False

Through interactive marketing techniques and social media, a company's marketing team can create a brand community around each of its brands.

False

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

False

Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.

False

To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong, a salesperson can use the head-on approach to handling objections.

False

To be effective, a point-of-purchase display must clearly communicate the price of the product.

False

To be successful, an email marketing program does not need to be integrated with other channels, because it is a stand-alone process.

False

To increase their effectiveness, brand ambassadors that are sponsored by a company are asked to hide their connections with the brand.

False

True Blue Greens and Sprouts are heavy users of green products.

False

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

False

Two keys to text message mobile advertising include careful timing of the message and using geo-targeting so only consumers close to the retailer or business receive the text.

False

Using the internet to promote and attract consumers to a particular website is brand spiraling.

False

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

False

Vloggers are not paid, because doing so would make them less authentic.

False

Web 1.0 transformed traditional retailing by creating engagement between companies and customers.

False

Web 2.0 transformed traditional retailing by creating engagement between companies and customers.

False

When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

False

When a customer makes a purchase over the internet, the only communication that is important is sending them a thank you and acknowledgment of the order.

False

When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.

False

When customers in a permission marketing program receive rewards during the program in addition to at the beginning, it creates a feeling of empowerment.

False

When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

False

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

False

While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

False

While a large number of consumers post videos on YouTube, few consumers have their own YouTube channel.

False

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

False

While it is important for a database to record every transaction with a customer, recording of interactions that are unrelated to a purchase are not necessary.

False

While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.

False

While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.

False

While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

False

Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program.

False

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

False

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

False

With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.

False

A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are which type of incentive?

Financial

Free shipping, free freight, and dollar discounts are examples of which type of incentive that is designed to encourage online shopping?

Financial

Examples of brand placements in video games would include each of the following except

General Motors logo on the video game box.

Restaurants typically use which method of location-based advertising?

Geo-aware advertising

Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet?

Geo-fencing

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:

Greenback Greens and True-Blue Greens.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called:

Greenback Greens.

Which is associated with guerilla marketing rather than traditional marketing?

Grows through existing customers and referrals

In the selling process, which step follows the sales presentation?

Handling objections

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called which method?

Head-on

Which marketing tactic below is often used by brand ambassadors?

Hosting a house party for family members and friends

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

Impression

In handling objections during the sales call, Nevaeh (the salesperson) tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is which method?

Indirect

A local newspaper reporter is an opinion leader when it comes to recognizing the best bar-b-que in town. The reporter could be included in which type of program?

Influencer marketing

Which word-of-mouth communication is provided by individuals who are seen as thought or opinion leaders within their social circles or as experts within a particular field?

Influencer marketing

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

Instagram

The social media networking site that has the least influence on purchases is:

Instagram.

Which statement is true about green marketing?

It is not always advertised or promoted by companies involved.

The concept of guerilla marketing was created by:

Jay Conrad Levinson.

Which is not a social media metric?

Level of emotional involvement

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

Liking the company

Which is associated with traditional marketing rather than guerilla marketing?

Measure success by sales

Marketing on cell phones and smartphones is which type of marketing?

Mobile

The use of QR codes, watermarks, and 2D barcodes are all part of which type of marketing?

Mobile

For a company developing a loyalty program, the most attractive group of individuals is which type of user?

Moderate

Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

Monitoring web chatter

Which is hosted on a third-party site and appears to look like an article that provides useful information that solves a problem?

Native advertising

Which is paid content in an article about a problem?

Native advertising

In a sales presentation, which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

Need-satisfaction

Skip actively participates in hunting and fishing social networks. Which type of networking sites would fit his interests?

Niche social networking

The concept of real-time marketing within social media originated with:

Oreo cookies during the blackout in the 2013 Super Bowl game.

The bulletin-board style social networking site with over 70 million users is:

Pinterest.

When copytesting print ads, researchers often use which type of approach?

Portfolio test

Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?

Positive social media may not cause a sales increase, but negative social media causes a sales decline.

In a sales presentation, which approach requires salespeople to analyze the buyer's business?

Problem-solution

Which is re-marketing?

Re-engaging individuals who have visited a site but did not make purchases

Which re-engages individuals who have visited a site but did not make purchases?

Re-marketing

A measure of the number of fans, friends, or followers a brand has in social media is:

Reach

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Research by Torbit found that as load time increased, the bounce rate declined.

An examination of visible customer actions including making store visits and purchases is which type of evaluation?

Respondent behavior

Which evaluation technique utilizes numbers and measures the results of the marketing program?

Respondent behavior evaluation

The format of online spending in the United States with the highest expenditure is which type of ad?

Search

Which refers to whether buzz was positive or negative?

Sentiment

If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered which type of content?

Sponsored

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of which type of marketing?

Sponsorship

Blogs and social media have been used to promote products in which programs?

Sponsorships and events

In tracking results from event marketing, an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?

Sports-related events

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is which type of marketing?

Stealth

In a sales presentation, which approach is often used by telemarketers, retail sales clerks, and new field salespeople?

Stimulus-response

In a sales presentation, which approach uses specific statements, or stimuli, to elicit specific responses from customers?

Stimulus-response

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of which type of close?

Summarization

Each of the following is an example of data mining except:

Target identifying the other retail stores customers use for particular products.

Scanner data is often used to measure the impact of marketing communications in which of these programs?

Test markets

Which of the following statements about a corporation's reputation is true?

The company's reputation is vulnerable to both internal and external negative events.

A company can enhance the development of brand communities by sponsoring events that bring brand owners together, such as Camp Jeep.

True

A company has little influence on what external stakeholders should think or say about the company.

True

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

True

A copytest is used when the marketing piece is finished or is in the final stages of development.

True

A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.

True

A cross-promotion is a marketing event that ties together companies and activities around a specific theme.

True

A customer-centric design seeks to allow individuals to easily locate merchandise on a webpage.

True

A data warehouse contains customer information such as customer email addresses, purchase and communication histories, and personal preference profiles.

True

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

True

A department of communications can be designed to handle all of the marketing as well as public relations activities for a firm.

True

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

True

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

True

A mobile-optimized design seeks to adjust content to the screen size of the device being used to access the webpage.

True

A new type of mobile advertising is the use of in-app commercials.

True

A permission marketing program means promotions are only sent to customers who grant permission to receive them.

True

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

True

A point-of-purchase display is any form of special retail store display that advertises merchandise.

True

A point-of-purchase display usually has only a short time to capture a customer's attention.

True

A portfolio test is often used for copytesting of print ads.

True

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

True

A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

True

A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.

True

A public relations hit can be a positive or negative news story.

True

A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

True

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

True

A search engine is the primary method most consumers use to discover new websites and to search for information.

True

A sporting goods store could use customer clustering to group customers based on the type of sporting goods they purchased, such as fishing supplies, hunting supplies, and camping equipment.

True

A stakeholder is a person or group with a vested interest in an organization's well-being.

True

A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

True

A theater test is a display of television advertisements shown together in a theater.

True

Advertising in online video games offers advertisers the luxury of using web metrics that are not available with other forms of product placement.

True

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

True

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

True

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

True

Advertising tracking research examines ads that have been launched.

True

Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.

True

Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact.

True

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

True

An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.

True

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

True

An important key to success in permission marketing programs is to make sure participants have actually agreed to participate and not been tricked into participating or signed up without their knowledge.

True

Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

True

Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

True

Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

True

Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

True

Biometric research measures physiological or physical responses to advertising.

True

Blogs are often an effective way to engage with customers and potential customers.

True

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

True

By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

True

Catalogs are an essential selling tool for many business-to-business marketing programs.

True

Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.

True

Cause-related marketing integrates a marketing program with some type of charity in order to generate goodwill.

True

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

True

Channel integration involves making sure all aspects beyond the web work together.

True

Claiming a product is environmentally-friendly when it is not is referred to as greenwashing

True

Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

True

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

True

Cognitive neuroscience measures brain activity and brain waves.

True

Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

True

Companies select brand ambassadors and customer evangelists based on his or her devotion to the brand and the sizes of their social circles.

True

Company leaders can increase the level of credibility of a blog by posting comments or honestly answering the negative criticism.

True

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan, make product modifications, and enhance service strategies.

True

Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits.

True

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

True

Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

True

Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

True

Cross-promotions are used with event marketing to boost the impact of the event.

True

Currently, click-throughs remain the primary method used to measure the impact of online advertising.

True

Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself.

True

Customer service representatives can use an individual's lifetime value to determine how to interact with a customer.

True

Damage control involves reacting to negative events caused by a company error, grievances filed by consumers, or exaggerated negative news stories.

True

Data mining and data coding of a firm's database can help develop more personalized marketing communications and marketing programs.

True

Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

True

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

True

Direct response marketing is selling products to customers without the use of other channel members.

True

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

True

During the incubation stage of buzz marketing, the product is being used by a few innovators or trendsetters.

True

E-commerce focuses on selling goods or services on the internet.

True

Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.

True

Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

True

Empowerment and reciprocity are important elements in a permission marketing program.

True

Entry and exit page statistics indicate when individuals open one page and then move on.

True

Evaluation or testing of advertising communications can occur at any stage of the development process.

True

Event marketing and sponsorship programs should begin with company leaders determining the primary objectives of the program.

True

Event marketing is closely related to lifestyle marketing.

True

Event marketing occurs when a company sponsors a specific event, such as the Special Olympics, at a particular venue.

True

Experiential marketing typically involves direct response marketing through some type of interactive means that engages consumers with the brand.

True

Females are more likely than males to play socially-oriented video games.

True

For buzz marketing to be successful, the brand needs to stand out and have a distinct advantage over current products on the market.

True

For customers to maintain a positive attitude toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

True

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

True

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed toward children and young adults.

True

Geocoding is adding geographic codes to customer records.

True

Green marketing is the development and promotion of products that are environmentally safe.

True

Guerilla marketing programs are designed to obtain instant results while using limited resources.

True

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

True

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

True

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

True

If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.

True

If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.

True

If a company is using its own data list generated by its database for a direct mail campaign, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

True

If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.

True

If a salesperson is paid commission on sales, then he or she tends to neglect the follow-up step in the selling process.

True

If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.

True

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

True

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

True

In a customer relationship management (CRM) program, the share of a customer refers to a customer's potential value.

True

In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising.

True

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

True

In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.

True

In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

True

In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

True

In general, customer relationship management programs should be designed to enhance customer loyalty.

True

In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

True

In international marketing programs, local laws may limit the methods by which information can be collected as well as the types of information a company seeks and/or shares with other companies.

True

In most cases there is a symbolic meaning behind a brand that links individuals to a brand community and to other owners of the brand.

True

In most cases, consumers begin following a brand after they have purchased it.

True

In personal selling, it is important to have quality leads because not all prospects are of equal value.

True

In proactive prevention strategies, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

True

In social listening, just counting the number of times a brand is mentioned does not tell the whole story. The sentiment of those mentions, whether positive or negative, is also important.

True

In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.

True

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

True

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

True

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

True

Individuals who create videos, post them on video sites such as YouTube or Vine, and seek to build a following are known as vloggers.

True

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

True

Interactive blogs allow visitors to make comments or posts on the blog.

True

Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.

True

It can take months or years to get to the top of an organic search through SEO efforts.

True

It is easier for the public relations department to access internal stakeholders than external stakeholders.

True

Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.

True

Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

True

Manufacturers view point-of-purchase displays as a method to get a brand more prominently displayed before customers in retail stores.

True

Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

True

Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

True

Most search engines examine the number of brand mentions in social media.

True

Native advertising is paid content that consists of providing useful information and product-use solutions to potential and current customers.

True

Offline channel integration is important because it aids in attracting and keeping customers

True

One form of buzz marketing is for companies to sponsor individuals as agents or advocates who will introduce new products.

True

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

True

One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.

True

One method of search advertising is through paid search insertion ads that appear on the computer screen when certain products or information is sought through typing in key search words.

True

One objective of a sponsorship can be to increase a firm's visibility.

True

One of the advantages of e-commerce over brick-and-mortar stores is the ability to reach consumers around the globe.

True

One of the functions of a public relations department is to assess the company's reputation.

True

One specialized form of product placement is products placed in video games.

True

Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.

True

Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.

True

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

True

Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.

True

Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

True

Proactive prevention strategies include entitlings and enhancements.

True

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

True

Rather than access a brand's website or contact technical support, many consumers go to YouTube to see videos on how to use a product or repair it.

True

Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

True

Repeat customers purchase more frequently and spend more money than do new customers.

True

Retail scanner data can be used to measure the impact of a point-of-purchase display.

True

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

True

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

True

Retweets on Twitter are important to brands because they represent word-of-mouth recommendations from one person to others.

True

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

True

Sebastian is the marketing manager of a local restaurant. He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant. This is an example of lifestyle marketing.

True

Social listening can be an excellent source of ideas for branded content pages.

True

Social media marketing campaigns designed for global markets face challenges due to language differences, social norms, and technology differences.

True

Social media marketing is the utilization of social media and/or social networks to market a product, company, or brand.

True

Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

True

Software, internet incompatibilities, and technical problems make international e-commerce more difficult.

True

Sponsoring bloggers has become a new form of product sponsorship for companies.

True

Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.

True

Sports represent the majority of all sponsorships.

True

Stealth marketing thrives in the online world, especially with social media sites.

True

Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

True

Successful database marketing requires a quality data warehouse.

True

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

True

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

True

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as customers to be honest and share both their positive and negative thoughts about the company's products.

True

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits

True

The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.

True

The human resource department of a company plays a vital role in preparing effective internal public relations messages.

True

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

True

The internet and email provide excellent, cost-effective channels of communication to build long-term relationships with customers.

True

The largest category of online advertising expenditures is for search engines.

True

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

True

The majority of consumers have indicated they will switch brands to support a particular cause they care about.

True

The majority of purchase decisions are made in retail stores.

True

The majority of web traffic begins at a search engine.

True

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

True

The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet.

True

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

True

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

True

The number of potential viewers for an advertisement placed on Walmart's in-store television system is almost twice as large as an ad on one of the national television newscasts.

True

The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing.

True

The original and most widespread form of video game advertising is to have a brand placement in the game.

True

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

True

The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.

True

The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

True

The principles that guide the development of sponsorships domestically apply equally well to any international sponsorship.

True

The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.

True

The public relations department in a business is the area that manages publicity and communications with stakeholders that are in contact with the company.

True

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

True

The use of the internet for copytesting is quickly replacing both the portfolio and theater tests.

True

Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.

True

To be effective, persons serving as influencers in influence marketing programs must be deemed authentic and not as paid spokespersons for companies.

True

To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.

True

To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.

True

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

True

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

True

Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.

True

Twitter is a good way for businesses to learn what consumers are saying about their business.

True

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

True

Typically, the most effective financial incentives offer something free or at a discount.

True

Web 2.0 changed the ways consumers communicate and interacted with businesses.

True

Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.

True

Web 4.0 forced e-commerce firms to include real-time communication and engagement for consumers.

True

Web analytics allow a company to develop email campaigns that offer the greatest chance of response.

True

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

True

When choosing an event to sponsor, the event should not only meet the firm's objective, but it should also be a good match with the firm's customers, vendors, or employees.

True

When creating a sponsorship program, marketers should match the audience profile with the company's target market.

True

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person at the time that he or she deals with the customer.

True

When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.

True

When providing rewards for a frequency program, a variable ratio reward schedule is superior to regularly scheduled rewards.

True

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

True

While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more.

True

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

True

While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.

True

While social media marketing can increase sales and build brand loyalty, the primary objective for social media marketing should be to engage fans with the brand.

True

While the internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.

True

While the number of women playing video games is rising, only a small percentage of game designers are female.

True

While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

True

With a frequency program, consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

True

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, each of the following groups is not committed to green marketing or has little commitment, except:

True Blue Greens.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

True Blue Greens.

Which social media network limits messages to 140 characters?

Twitter

If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is:

Twitter.

When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?

Value-added

Which type of incentive is designed to change purchasing habits over the long term?

Value-added

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?

Vanessa truly likes Guess jeans and tells others about how great they are.

Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend?

Video reviews of products

Which stage of web development pushed communication channels to real-time?

Web 3.0.

Which web phase was characterized by social media, customer engagement, cloud operations, and web participation?

Web 4.0.

The type of blog that offers a brand the most control over posted content as well as visitor comments is:

a branded blog created by the brand.

The ultimate demonstration of brand loyalty and brand devotion is:

a branded community.

An excellent content seeding program that takes advantage of human competitiveness is to offer:

a contest.

Information about those who accessed a website for more information, downloaded or watched a video, or submitted requests for more information is:

a conversion.

Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of:

a cross-promotion.

Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:

a customer-centric design.

When a website makes it easy to locate merchandise, the site displays:

a customer-centric design.

Using a fantasy football league to attract individuals to a website is an example of:

a cyberbait.

In a public relations program, a hit is:

a mention of the company's name in a news story.

A bounce rate occurs when:

a person enters and leaves from the same page.

Behavioral targeting can occur in each of the following ways, except based on:

a person's location and past purchase history.

Cause-related marketing is:

a program that ties marketing to a charity or non-profit organization.

Buzz marketing is attractive to marketers because:

a recommendation by another person carries a higher level of credibility than does advertising.

A social structure of individuals and/or organizations that are tied together in some manner is:

a social network.

A social network is:

a social structure of individuals and/or organizations that are tied together in some manner.

When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:

a test market.

When copytesting television ads, researchers often use:

a theater test.

Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of:

a value-added incentive.

Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of:

a value-added incentive.

Funds devoted to in-store marketing is:

a very small percentage of the total advertising and marketing budget.

The Word of Mouth Marketing Association provides all of the following guidelines for companies that want to generate word-of-mouth communications through its employees, agency employees, or brand sponsors except be honest:

about the type and level of compensation they are receiving.

The primary disadvantage of video game advertising or product placement within a video game is the:

ad or product placement becomes static and is no longer noticed.

Cultural adaptation software has been developed that:

adapts websites to new countries.

Successful loyalty programs include the two principles of:

added value and reciprocity.

Advertising tracking research examines:

ads that have already been launched.

Each of the following statements is true, except:

advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers.

When generating buzz about a product, research indicates that to obtain true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

advertising through traditional channels.

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

advertising tracking research.

After being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:

aided brand awareness.

An effective database contains:

all transactions and all interactions a customer has with a firm.

Social bookmarking sites:

allow individuals to share bookmarks of websites.

A database-driven marketing program starts with assigning IDs and passwords to individual internet customers that:

allow them to access components of the company's website that are not available to those who are simply browsing the website.

The benefits to retailers of measuring the impact of POP displays with POS data include each of the following except:

allows retailers to know which POP displays are effective in attracting customers into the store.e

In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that:

already like a brand and are asked by the company to be a sponsor.

In terms of online metrics, dwell time is the:

amount of time a user is engaged with a particular advertisement.

Warmth monitors are an example of:

an emotional reaction test.

Successful cataloging requires:

an enhanced database for better targeting to specific customers.

Saying, "We could not have prevented this negative event from happening" is an example of using the impression management technique of:

an excuse.

Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:

an expression of innocence.

If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:

an individual's blog that has no affiliation with any brand.

The type of blog that offers a brand the least control over posted content as well as visitor comments is:

an individual's blog that has no affiliation with any brand.

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

an individual's blog that has no affiliation with any brand.

The newest form of data analytics is location-data tracking, which is the process of:

analyzing data provided by mobile phone GPS technology and combining it with consumer profile information.

An apology strategy is:

another form of reactive crisis management and damage control.

With the head-on approach to handling objections, the salesperson:

answers the objection directly.

Social media is:

any digital tool or venue that allows individuals to socialize on the web.

General social networking sites:

are broadly based and are designed to appeal to all demographics.

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:

as an overall company.

A message evaluation can take place:

at any stage of the development of an ad.

For influencer marketing to be effective, the person rendering the opinion must appear to be:

authentic.

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

brand engagement strategy.

Personalization and customization are part of an e-commerce's:

brand engagement strategy.

Test markets are typically used for each of the following except:

brand equity.

A ComScore study revealed that paid search ads have a positive impact on all of the following except:

brand image.

Preconditions of buzz marketing include each of the following except the:

brand must be well known and accepted by the majority of consumers.

In a public relations program, a hit can enhance:

brand or company awareness.

Social media can improve search rankings on search engines in the following ways except having:

brand pages on multiple social media networks.

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

brand spiraling.

Using traditional media to promote and attract customers to a website is:

brand spiraling.

Another name for content marketing is:

branded content.

The integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium is:

branded entertainment.

Data mining is:

building profiles of customer segments and preparing models that predict their future purchase behavior.

The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:

buzz marketing.

With a permission marketing program, customer permission is normally obtained:

by providing an incentive, such as a free gift, a coupon, or entry into a sweepstakes.

Public relations functions include the following, except:

create promotional materials that can be sent to customers.

In terms of the evolution of the internet, Web 2.0:

created online communities that connect buyers and sellers in new ways.

Customer clustering is attractive to marketers because it:

creates clusters of a firm's actual customers based on important purchase criteria.

Accepting blame for an event, offering an apology, or forcefully refuting the charges is:

crisis management.

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

cultural events.

In terms of generating leads for personal selling, the best referrals come from:

current customers.

Many companies that sell clothes over the internet will email messages or an email newsletter to customers who are interested in keeping up with the latest fashion news. This strategy is most successful if it is based on:

customer profile information the customer has provided to the company.

The program designed to build long-term loyalty and bonds with customers through the use of a database is:

customer relationship management.

An operational database contains:

customer transactions and follows accounting principles.

All of the following are internal stakeholders except:

customers.

Eileen makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of:

customization.

Digital media within a retail store offers retailers the opportunity to:

customize messages to fit the particular retail store and even the aisle where the display is located.

The danger with greenwashing is that it can:

damage a company's reputation by bloggers pointing out a company is not truly green.

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

damage control.

Biometric measures evaluate:

data about a person's heartbeat, perspiration levels, respiration, and body movements.

The process of building profiles of customers from a firm's database is:

data mining.

Each of the following concepts is associated with guerilla marketing except:

designed to obliterate the competition.

The primary disadvantage of a company deleting negative comments on its branded blog is it:

destroys the blog's credibility with consumers.

The first step in developing a sponsorship or event marketing program is to:

determine the communication objective.

Data mining can be used for each of the following purposes except:

develop profiles of customers who tend to purchase competing brands.

Companies can use interactive marketing to accomplish each of the following objectives except:

develop sponsorship programs.

In order to avoid litigation, marketers involved in real-time marketing must:

develop upfront strategic planning prior to the assembling of war rooms during a live event.

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

geo-fencing.

Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of:

geo-targeting.

Adding geographic codes to customer records to plot them on a map is called:

geocoding.

A company that stops using Styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

green marketing.

Biodegradable laundry detergent is an example of:

green marketing.

Developing products that are environmentally-friendly is called:

green marketing.

Claiming to be environmentally-friendly when a company is not is referred to as:

greenwashing.

A paintball "cat shoot" (at a painting of a cat) designed to raise funds for the local humane society while attracting attention and customers, is an example of:

guerilla marketing.

Experiential marketing combines all of the following except:

guerilla marketing.

Online interactive tactics used by brands includes each of the following except:

guerrilla marketing.

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "A" leads would be:

have one of the firm's salespeople make a sales call to them.

The benefits to manufacturers for measuring the impact of point-of-purchase displays with point-of-sale data obtained from retailers include each of the following except:

helps manufacturers to know where to locate a POP display within a retail store.

A company or brand with a strong brand community displays each of the following characteristics except a:

high market share.

In a public relations program, a mention of the company's name in a news story is called a:

hit

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates:

how quickly a brand needs to respond to a trend occurring in society.

For email campaigns, web analytics is the process of analyzing each of the following except:

how the individual feels about the website.

The best and most effective search engine optimization method is:

identification through the natural, or organic, emergence of a site on a search engine.

During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:

identify the current price that the prospect is paying.

Successful database marketing emphasizes two things:

identifying customers and building relationships.

The conscious or unconscious attempt to control images in social situations is:

impression management.

Functions of social listening include each of the following except:

improve search rankings on search engines.

The biggest surge in the popularity of product placements occurred:

in 1982 when Reese's Pieces were used to lure E.T. out of hiding.

When using message evaluation techniques, copytesting is most likely to be used:

in the final stages of ad development or with the finished ad.

The majority of purchase decisions are made:

in the retail store.

In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was:

in-store advertising.

Web 4.0 was the first to:

include cloud operations and web participation.

Product placements and branded entertainment are effective because the primary goal is to:

increase brand awareness and generate positive feelings toward the brand.

Social media marketing should not have as its primary objectives to:

increase sales and build brand loyalty.

Marketers engage in cause-related marketing for each of the following reasons except:

increase the level of brand parity.

Sponsorships are typically used to accomplish each of the following objectives except:

increase total product offerings.

Point-of-purchase displays are highly effective for:

increasing sales.

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

lifestyle marketing.

When a new music store distributes literature and free key chains at a music concert at the local baseball stadium, the retailer is engaging in:

lifestyle marketing.

The two primary metrics in customer relationship management (CRM) programs are:

lifetime value of customers and share of customer.

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement, restaurants visited, and stores visited. This illustrates the data analytics of:

location data tracking.

Advertising to consumers where they are located through their mobile device is called:

location-based advertising.

Online ads that are presented only to individuals who log on to a website within a particular region are called:

location-based widgets.

One key advantage of brand placement is the:

low cost-per-viewer.

Each of the following items cause brand communities to form, except:

low prices.

Firms can reduce costs when customers order over the internet in each of the following ways except:

lower production costs in manufacturing the product.

In purchasing a direct mailing list, a response list consists of individuals who have:

made purchases or responded to direct mail offers in the past.

When purchasing a direct mailing list, a response list consists of individuals who have:

made purchases or responded to direct mail offers in the past.

With location-data tracking, the term "hashed" refers to the process of:

making the data anonymous so that specific individuals cannot be identified.

The public relations department is the area in a company that:

manages publicity and other communications with all groups that have contact with a firm.

Consumer awareness and brand loyalty are closely linked to a measure of:

market share.

In choosing a sponsorship, it is important for a marketing team to:

match the audience profile with the company's target market.

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

match the event with the firm's customers, vendors, and employees.

Advertising in online video games offers each of the following benefits except:

measures of the attitudes of game players towards the ads.

Brand advocates exhibit each of the following characteristics except:

member of multiple social networking sites.

An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):

message evaluation.

When promotional materials are only sent to customers who have given their approval, the program is called:

permission marketing.

A stakeholder is a:

person or group with a vested interest in a firm's well-being.

Customization features of e-commerce sites include each of the following except:

personalization of an individual's name.

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

personalization.

Advertising tracking research does not measure:

physiological reactions.

The impact of the following marketing programs can be measured using redemption rates except:

point-of-purchase displays.

POP stands for:

point-of-purchase.

An effective way of measuring the impact of point-of-purchase displays is to use:

point-of-sale cash register data.

Each of the following is a problem for international e-commerce except:

population shifts within other countries.

Key implications of customer-generated reviews include each of the following except:

positive reviews will have a positive impact on sales.

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

post-roll.

The best position for video ads to maximize click-through rate is:

post-roll.

When developing a customer relationship management (CRM) program, the "share" of customer term refers to the:

potential value that could be added to a given customer's lifetime value.

To optimize permission marketing, firms must grant customers empowerment, which means customers have:

power throughout the entire relationship, not just at the beginning.

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

pre-roll

The best position for video ads to maximize impressions is:

pre-roll.

Viral marketing is:

preparing a marketing message that is in some way passed on from one individual to another through digital means.

A lifetime value analysis creates a figure that represents the:

present value of the profit revenue of a customer throughout the lifetime of a relationship with a brand or company.

Entitlings and enhancements are forms of:

proactive prevention strategies for image damage.

A financial incentive to encourage someone to make a purchase online can include each of the following except:

product personalization.

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is:

product placement.

Each of the following is a form of video game advertising except:

promogames.

When planning a sponsorship or event marketing program, after the marketing team matches the event with the company's customers, vendors, or employees, the next step would be to:

promote the sponsorship or event.

In terms of online metrics, dwell rate is the:

proportion of ad impressions that result from a user clicking on or mousing over an advertisement.

According to the Direct Marketing Association, about 60 percent of a typical direct marketing budget targets:

prospecting for new customers.

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow each of the following steps except:

provide consumers an opportunity to generate buzz with other individuals.

Customer comments about a brand on social media are especially beneficial to brands because they:

provide word-of-mouth endorsements for the brand.

Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except:

provides an opportunity to squelch negative criticisms of the brand.

Using identification IDs and passwords on a website for customers allow for each of the following customer benefits except:

provides data for a customer cluster analysis.

Social listening by brands is important because it:

provides insights into what individuals think about the brand.

A news story about steering problems on Toyota vehicles is an example of a(n):

public relations hit.

When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):

public relations hit.

The unit in a company that manages publicity and other communications with all groups that has contact with a firm is the department of:

public relations.

Advertising that focuses on the values, behaviors, and beliefs of a company is:

purpose or pro-social marketing.

The second step in the selling process, after generating leads, is:

qualifying prospects.

Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of:

quality communication skills.

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

reach consumers on a one-to-one basis.

Each of the following is a reason to use guerilla marketing except to:

reach consumers that cannot be reached with traditional advertising.

Damage control is:

reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press.

When using advertising tracking research, after a respondent is shown a segment of an advertisement or stills of an ad, respondents are asked first if they:

recognize the company or brand.

Companies code coupons, premiums, rebates, contests, sweepstakes, and direct-mail pieces are all measured using:

redemption rates.

In terms of generating leads for personal selling, the best method is:

referrals.

To be successful in using financially-based incentives to encourage online purchases, the incentives:

should be meaningful to those visiting the website and be changed periodically

Forms of alternative marketing include each of the following except:

social media marketing.

The utilization of social media and/or social networks to market a product, company, or brand is:

social media marketing.

Any digital tool or venue that allows individuals to socialize on the web is:

social media.

With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should:

spend some money to publicize causes, but the amount should not be significant.

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

sponsorship marketing.

When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:

sponsorship marketing.

Interstate Batteries' involvement with NASCAR is an example of:

sponsorship.

A person or group with a vested interest in a firm's well-being is a(n):

stakeholder.

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

sums costs across a market segment.

Although ads can be tested prior to production, most advertising agencies perform little pretesting because they:

tend to be unreliable.

Test markets are used for each of the following except:

test emotional reactions to marketing campaigns.

The greatest danger in using a lengthy time period for a test market is:

that the competition will have time to study the test market and react.

An advantage to cinema advertising is:

the ads are being shown to a captive audience.

Brand spiraling involves using:

traditional media to promote and attract customers to a website.

In a frequency program, research indicates the best method is to provide rewards:

using a variable ratio schedule.

If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:

verbatim comments from a copytest.

Current trends in consumer video sharing include all of the following except:

video blogging.

Advergames are:

video games to be played on branded websites.

Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of:

video reviews of products.

Marketing messages passed from one individual to another through some form of internet technology is:

viral marketing.

When goods and services are sold on the internet, the approach to marketing is:

viral marketing.

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

warmth monitors.

Assessment of a corporation's reputation begins:

when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company.

Of the following market segments, the best to target with an email campaign would be individuals:

who had abandoned a shopping cart with items in it.

The first major decision company leaders must make concerning public relations is:

who will handle the various activities, an internal department or an external agency.

Quantitative copytesting questions do not measure:

why a particular ad is not liked.

Advertising tracking research does not provide information regarding:

why an ad is not performing well.

Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:

widgets.

With the "feel, felt, found" approach to handling objections, the salesperson:

will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.

With the compensation approach to handling objections, the salesperson:

will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection.

In stealth marketing programs, brand ambassadors show and talk about a product to others:

without disclosing their true relationship with the brand.

Viral marketing relies on:

word-of-mouth communications.

Buzz marketing is also known as:

word-of-mouth marketing.

An attractive feature of Instagram is that users tend to be:

young, wealthy, and female.

The social media networking site most likely to influence purchases is:

Facebook.

One company at the forefront of consumer-generated reviews is:

Amazon.com.

Of the following age groups, which one is most receptive to product placements and branded entertainment?

15-34

Branded content should be updated regularly, which according to most experts should be:

2 to 3 times per week.

In most cases, a point-of-purchase display has ________ seconds to capture a customer's attention.

3 to 7

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

4.7

The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.

5

Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen revealed that ________ percent of Smartphone users had conducted a restaurant search on their mobile device.

95

A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos?

99 percent

The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog?

A blog that is sponsored by a brand

Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?

A mobile-optimized design

Which does adaptive design facilitate?

A mobile-optimized design

Which method may use a computer joystick to test emotional reactions to an ad?

A warmth monitor

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

Ad tracking research

Primary Pinterest users tend to have all of the following demographic characteristics except:

African American

Which of the following measures physiological reactions to advertisements and marketing messages?

Biometric measures

Which format has experienced increased usage in sponsorship programs?

Blogs and social media

Which accounts for the number of times a brand receives a mention on social network within a specific time frame?

Buzz score

Each of the following is a potential benefit of cause-related marketing, except:

counter competitive actions.

Some individuals would like to create a Department of ________ to oversee both the public relations activities and the marketing programs.

Communications

In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called which method?

Compensation

Which statement below reflects current consumer attitudes towards businesses?

Consumers are leery of big businesses, suspicious of business motives, and are unsure if any company can be trusted.

Which statement about advergames is false?

Consumers do not have positive feelings about brands that sponsor advergames

Access to a website 24 hours a day is an example of which type of incentive?

Convenience

Forever 21 offering an easy "how to measure" chart on its website is an example of a which type of e-commerce incentive?

Convenience

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not occur in the company's factories is an example of which approach?

Crisis management

When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called which type of promotion?

Cross

Which of the following does not apply to a Web 4.0 type e-commerce website?

Customer engagement

What is meant by the concept of customer-centric design?

Customers can easily locate merchandise on a website.

What is meant by the concept of mobile-optimized design?

The site automatically adjusts the screen size of the device being used to access the webpage

Which of the following is not a principle associated with PACT, position advertising copytesting?

The test should measure the degree of social responsibility.

Which facilitates a mobile-optimized design?

The use of adaptive design

Which statement below concerning purchase simulation tests is false?

They measure opinions and attitudes.

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of which type of close?

Trial method

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

True

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

True

A brand or product recommendation from one person to another carries a higher level of credibility than does an advertisement or a paid spokesperson.

True

A buzz score (or brand buzz) accounts for the number of times a brand receives a mention on social network within a specific time frame.

True

A code of ethics for a profession or company is one element of a social responsibility program.

True

A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

True

The newest online technology for banner advertising is:

automated exchange systems that provide precise targeting of ads to specific consumers.

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use each of the following strategies except:

avoid the use of multiple cyberbaits to encourage sales.

With the indirect approach to handling objections, the salesperson:

avoids confrontation by sympathizing with the customer, then provides the correct information.

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:

be upfront and clearly identify themselves as being with the company.

Adam goes to Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:

behavioral commitment.

Cognitive neuroscience cannot measure:

behavioral intentions.

Cognitive neuroscience has the capability of indicating each of the following except:

behavioral intentions.

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is:

behavioral targeting.

Utilizing web data to target individuals the most likely to purchase a product is:

behavioral targeting.

Each of the following would be considered alternative media except:

billboards.

Each of the following statements about blogs is correct, except:

blogs are often tied in with viral marketing campaigns.

Ongoing web musings are called:

blogs.

Retailers want point-of-purchase displays that will:

boost sales for the store or draw customers into the store.

Cognitive neuroscience measures:

brain electricity.

Asking respondents if they recognize a brand in an advertisement measures:

brand and ad recognition.

A measure of the number of times a brand receives a mention on social networks within a specific time frame is called:

brand buzz.

Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:

lifestyle marketing.

The newest and most expensive in-store marketing tactic is:

carefully placing and using video screens and television monitors.

Online sales are often spurred through offline direct response marketing approaches. The most likely direct response marketing source is a(n):

catalog.

A program that ties marketing to a charity in order to generate goodwill is called:

cause-related marketing.

When a dentist provides free services to women living in a shelter, it is:

cause-related marketing.

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

change purchasing habits more permanently.

Value-added incentives are designed to:

change purchasing habits over the long term.

The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:

changes in sales during the promotion.

Brand engagement for an e-commerce website can be obtained using each of the following except:

channel integration.

Making sure all channels work together when a company sells through additional channels beyond the web is:

channel integration.

To be effective, point-of-purchase displays need to:

clearly communicate the product's attributes.

Currently, the number one way companies measure the impact of online advertising is:

click-throughs.

Brain-image measurement is part of:

cognitive neuroscience.

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

cognitive neuroscience.

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

cognitive neuroscience.

In terms of generating leads for personal selling, the worst method is:

cold calls.

The easiest part of building a data warehouse is:

collecting customer names and addresses.

Buzz, or word-of-mouth, marketing can be generated in each of the following ways, except:

companies developing user-generated ads or blogs.

In a buzz marketing program, the most controversial strategy is to use:

company or agency employees posing as customers of the company telling others about the brand.

Cause-related marketing is based on the idea that:

consumers are more likely to make purchases from companies that support a good cause.

In a buzz marketing program, the ideal situation occurs when:

consumers who truly like a brand tell others.

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:

contact the lead using telemarketers.

Providing incentives for consumers to share content about a brand is:

content seeding.

With regard to copytesting, each of the following criticisms has recently been voiced except:

copytests favor emotional approaches in advertising.

The obligation an organization has to be ethical, accountable, and reactive to the needs of society is:

corporate social responsibility.

Buzz marketing can be compared to a virus. The inoculation stage:

corresponds to the product being introduced.

The key factors that influence the effectiveness of product placement and branded entertainment include each of the following except:

costs

The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:

costs.

Interactive marketing is:

developing marketing messages that create two-way communication with customers.

Companies normally select brand ambassadors for buzz marketing programs based on:

devotion to the brand and the size of their social circles, families, reference groups, and work associates.

Forms of alternative media programs include each of the following except:

digital marketing.

The most common method of direct marketing is:

direct mail.

Selling products to customers without the use of other channel members is:

direct marketing or direct-response marketing.

Experiential marketing typically involves:

direct response marketing through interactive means, such as special events and free samples

Digital strategies that are being used by brands today include EACH of the following except:

direct response marketing.

Social media strategies currently used by brands include each of the following except:

direct response marketing.

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

disabled the comment feature on YouTube, but left the video on YouTube.

The first step in guerilla marketing is to:

discover "touch points" with consumers.

While e-commerce can increase international orders, many are turned away primarily because the company:

does not have a process in place to fill the order.

The proportion of ad impressions resulting from the user engaging with an advertisement, either by clicking on it or running the mouse over it, is the:

dwell rate.

Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:

dwell time.

The measure of time users spend engaged with a particular online ad is the:

dwell time.

Each of the following incentives is a type of cyberbait, except:

educational.

The online interactive tactic used most frequently by brands is:

email marketing.

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

emotional connection to the brand.

Advertising tracking research does not measure:

emotional reactions.

Buzz marketing:

emphasizes consumers passing along information about a product to other consumers.

Issues faced in implementing an international social media marketing campaign include each of the following except:

employees

Each of the following is an external stakeholder, except:

employees.

Of the internal stakeholders, the group that is the most critical to the success of a firm is the:

employees.

To optimize permission marketing programs, firms feature:

empowerment and reciprocity.

The two frequently reported reasons for brands to develop a social media marketing campaign are to:

engage fans and increase brand exposure.

Experiential marketing seeks to:

engage individuals with the brand rather than just provide free samples.

Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it:

engages the consumer with the company and product in some way.

Typically, customer relationship management (CRM) programs should be designed to:

enhance customer loyalty.

The attempt to increase the desirable outcome of an event in the eyes of the public is:

enhancement.

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:

enhancement.

Customers cite each of the following benefits to being a member of frequency or loyalty programs except:

entertaining content.

Reactive image damage control strategies include each of the following except:

entitling strategies.

Claiming responsibility for positive outcomes of events is:

entitling.

Proactive prevention strategies for image damage include:

entitlings and enhancements.

Each of the following is an impression management technique except:

entitlings.

The primary reason for building a database, coding the information, and mining the data is to use the output to:

establish one-on-one communications with each customer.

PACT was a set of principles originally designed for:

evaluating television ads.

A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:

event marketing.

The public relations department issues the following statement: "Unusual and unforeseen weather caused this accident. It was beyond our control." The statement is a form of:

excuse.

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

expression of innocence.

Special interest groups are:

external stakeholders.

The most popular topics featured on Pinterest are:

fashion and food.

In terms of the evolution of the internet, Web 4.0:

features brand engagement, social media, and customer-generated reviews.

Primary Twitter users tend to have all of the following demographic characteristics except:

female.

Persuading a first-time buyer to make an online purchase is best achieved using:

financial incentives.

The most frequently used incentives in content seeding programs are:

financial incentives.

In selecting alternative media to place advertisements, the goal is to:

find ways to either cut through ad clutter or go around clutter to reach people with a message.

Niche social networking sites:

focus on a specific interest, hobby, or demographic group.

Incentives that can be used to encourage consumers to make online purchases include each of the following except:

follow-up incentives.

Each of the following is a company stakeholder, except:

foreign governments for a non-international company.

According to BizRateResearch, the most effective financial incentive for consumers is:

free shipping

In terms of international e-commerce, large merchandise is normally shipped by:

freight forwarders.

Frequent flier miles in airline travel are a form of:

frequency program.

Keys to effective text message advertising include:

gaining the permission of the mobile owner and careful timing of the message.

For moviemakers and television producers, the primary motivation behind product placement and branded entertainment is to:

generate revenue.

In terms of the evolution of the internet, Web 3.0:

generated instant communication that helped improve customer service.

The first step in the selling process is:

generating leads.

Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is:

geo-aware advertising.

Search engine optimization is the process of:

increasing the probability of a particular company's website emerging from a search.

Exit page metrics are critical because they:

indicate problem pages that might require revision.

Digital marketing combines each of the following except:

indirect response marketing.

A company-sponsored blog can provide each of the following benefits except:

individuals can post any type of negative comments without fear it will be deleted.

A marketing database contains:

information about current customers, former customers, and prospects.

Content marketing, or branded content, has each of the following characteristics except:

integrate the information with the brand's offline advertising campaign.

Branded entertainment:

integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:

interactive marketing.

Buzz marketing can be compared to a virus. The infection stage:

involves widespread use of the product.

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes, then the "share of customer" value for the Gap:

is 20 percent.

Guerilla marketing:

is designed to obtain instant results while using limited resources.

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

is necessary primarily because of the issue of accountability.

Outbound direct response telemarketing is most successful when:

it is tied into a database and either customers or prospects are called.

In terms of using an impression management technique to respond to negative publicity, a company that makes the negative incident appear minor or trivial is using the remedial approach of:

justification.

The top two reasons consumers follow a brand on social media is to:

keep up with the brand's activities and learn about products and services.

The third step in the selling process, after qualifying prospects, is:

knowledge acquisition.

A purchase simulation test takes place in a:

laboratory.

Advertisers believe that product placements:

lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases.

To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is:

length of engagement.

All of the following are common measures of the overall health of a company except:

level of brand equity.

With advertising tracking research, tests can be performed to measure each of the following except:

level of web chatter about the ad and brand.

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of:

lifestyle marketing.

Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is:

lifestyle marketing.

Digital strategies that are being used by brands today include each of the following except:

lifestyle marketing.

An email campaign works most effectively when:

messages resemble the information on the company's website and in company advertisements.

When purchasing a direct mailing list, a compiled list consists of individuals who have:

met a specific demographic profile.

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

mid-roll.

Widgets are:

mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources.

When planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be to:

monitor the event.

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

more shares, more site traffic, and more new customers than Twitter.

An apology strategy to manage a negative publicity situation should include each of the following elements except:

names of individuals who were responsible for wrong behavior.

In most instances, the impact on sales of a product placement is:

not immediate.

In terms of the video game market, females:

offer an attractive and growing market.

Companies can enhance a brand community spirit in all of the following ways except:

offer group members discounts on company merchandise.

Companies can enhance a brand community spirit in each of the following ways except:

offer memberships to individuals who have not purchased the particular brand.

The most popular marketing tactics being used by brands with Instagram are:

offering contests and using crowdsourcing of photos and videos.

Guerilla marketing tactics typically include each of the following except:

offering coupons and rebates.

Each of the following is an example of value-added incentives designed to encourage web visitors, except:

offering free shipping and handling.

The best, most effective point-of-purchase displays utilize each of the following techniques except:

offering some type of price discount or promotional incentive.

Brand spiraling is a(n):

offline advertising technique to attract individuals to a website.

Buzz marketing can be compared to a virus. During the inoculation stage:

only a few companies have been successful.

The least popular form of direct marketing is:

outbound telemarketing.

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

overall, females are heavier users of social media than males.

Search engine optimization can be reached in all of the following ways except:

paid banner ads on other companies' websites.

Companies can enhance the SEO results with paid search insertions by:

registering with various search engines in order to have the site indexed.

In choosing a cause-related program, a company should focus on causes that:

relate to the company's business.

In choosing a cause-related program, company leaders should focus on causes that:

relate to the company's business.

The problem-solution sales approach:

requires employees from the selling organization to analyze the buyer's business.

The mission-sharing sales approach:

requires the two organizations to develop a common mission.

To measure when customers make inquiries through toll-free telephone numbers, email, website, or social media platforms, marketers use:

response rates.

The website or social media site most likely to influence purchases is:

retail websites.

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

retention rates.

For Twitter, marketing professionals believe the most valuable social media metric is:

retweets.

The use of branded entertainment increased sharply with the:

rise of reality television shows where there is a lack of script and the focus is on the real world.

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

sacrifice price, quality, convenience, availability, or performance.

Sales leads should be qualified and placed into categories based on:

sales potential and probability of acquisition.

The fourth step in the selling process, after knowledge acquisition, is:

sales presentation.

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

sales.

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:

sales.

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

scanner data.

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

scanners and the UPC.

Successful email marketing campaigns must include each of the following except:

search engine optimization to draw individuals to the website.

The majority of all web traffic begins at a(n):

search engine.

Budgets for product placements and branded entertainment have increased for each of the following reasons except:

seeing brands used in movies and television shows intensifies the desire to purchase the brand.

E-commerce is:

selling goods and services on the internet.

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "C" leads would be:

send the lead marketing materials and encourage them to make inquiries if they are interested.

For Facebook, marketing professionals believe the most valuable social media metric is:

shares

According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except:

the ads are not tied to the correct search terms or the bidding is too low.

Product placements have been a part of motion pictures since:

the beginning of motion pictures in the 1890s.

Integrating a brand into the storyline of a movie, television show, or book is successful because:

the brand is much more noticeable to the viewing audience.

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:

the consumer price index changes.

The number one reason consumers remain in permission marketing programs is:

the content is interesting.

The success of Oreos during the 2013 Super Bowl game led to:

the creation of war rooms during live events to create and execute instant marketing messages.

The primary benefit of database marketing is:

the enhancement of customer loyalty.

Many times demographic and psychographic information about customers is not available through internal company records. In these situations:

the information can be purchased from external marketing research firms.

The most cost-effective means of communicating with customers is:

the internet and email.

The ideal medium for interactive marketing is:

the internet.

The effectiveness of product placements and branded entertainment has been recently reduced due to:

the level of clutter in the placements.

The future use of product placements and branded entertainment will depend on:

the level of clutter in the placements.

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:

the level of positive or negative chatter.

Consumers often ignore marketing information sent to them after joining a permission marketing program because

the marketing pieces are not relevant any more.

Corporate social responsibility is:

the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

The best behavioral method to measure the impact of a coupon program is:

the redemption rate.

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:

the sales closing.

Social media marketing is:

the utilization of social media and/or social networks to market a product, company, or brand.

Apology strategies are most often used in situations in which:

the violation was minor or the company cannot escape being found guilty.

A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology:

to change ads in the online game in real time as individuals play or each time they play.

The original and most widespread form of video game advertising is:

to have a brand placement in the game.

In determining lifetime value for individual customers, customer acquisition costs are determined by dividing:

total marketing and advertising costs by the number of new customers.

When planning a sponsorship or event marketing program, the final essential ingredient or step is to:

track results.

The most common form of behavioral targeting involves:

tracking the pages a person visits on the internet.

In terms of the evolution of the internet, Web 1.0:

transformed traditional retailing by selling goods and services over the internet.

Haley often purchases clothes from the VF Corporation online. On her birthday, the company sends her an email birthday card with a voucher for $20 off on her next online purchase. This is an example of:

trawling.

The process of searching a database for a specific piece of information, such as a birthday, for marketing purposes is:

trawling.

Buzz marketing works because consumers:

trust the opinions of other people and people like to give their opinions.

After being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:

unaided brand awareness.

Effective mobile marketing involves:

understanding the social and shopping nature of mobile phone owners.

Effective real-time marketing requires:

upfront strategic planning prior to the assembling of war rooms during a live event.

The keys to successful viral marketing campaigns include all of the following except:

use Web analytics to determine the best approach.

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

use different test markets for each of the three ads and compare the actual sales differences among the three markets.

The stimulus-response sales approach:

uses specific statements to elicit specific responses from customers.