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NEW Marketing 4.03 - 4.04
Test Description: 4.03 - 4.04
Instructions: Answer all questions to get your test result.
1) What is an example of a successful direct-response advertisement?
A
A movie theater shows several previews of new films and video releases.
B
A local grocer distributes discount coupons to local businesses.
C
A popular tourist attraction places a billboard in a remote location.
D
A person orders an exercise machine by telephone after viewing an infomercial.
2) What best describes the goal of amplified word-of-mouth?
A
Building loyal relationships with the customers
B
Improving the best quality of goods and services the business offers.
C
Encouraging customers to provide both positive and negative feedback
D
Providing information to activists to share with others.
3) What is a benefit to businesses of positive word-of-mouth communication?
A
Increased product mix
B
Increased sales
C
Decreased advertising costs
D
Decreased operating expense
4) Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the featur
A
Shill marketing
B
Virtual marketing
C
Mobile marketing
D
Organic marketing
5) What is a common thread among all direct advertising strategies?
A
They try to get consumers' attention by communicating in the most unusual ways possible.
B
They use a proven creative technique with a strong headline and a little copy.
C
They intend to motivate the consumer to take action
D
They communicate with all consumers as one group with common likes and dislikes.
6) A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format
A
Box-holder flyers
B
Niche catalogs
C
Computer kiosks
D
Cable television shopping channels
7) What is a common communications channel used in public relations?
A
press releases
B
trade shows
C
Billboards
D
product displays
8) The reason for using certain communications channels, such as coupons, in sales promotion is to
A
create long-term demand.
B
persuade customers to remain loyal.
C
advertise a new product
D
generate an immediate response.
9) The use of communications channels in public-relations activities is an important part of
A
marketing products
B
targeting customers.
C
advertising an image
D
providing information
10) Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part o
A
rebate
B
sweepstakes
C
coupon
D
Warranty
11) What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
A
Press releases, online social networks, and print advertisements
B
News conferences, consumer blogs, and employee manuals.
C
Newsletters, annual reports, and the company's web site
D
Policy manuals, commercials, and sponsorships
12) During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
A
Brand awareness
B
Brand identification
C
Product programming
D
Product placement
*select an answer for all questions
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